A narrow band of people have traditionally invested time and money in their own health--before they get sick. A study done some time ago by Kaiser Permanente showed that nearly 25% of people are "Fix it" types. They believe that medicine can cure them, if and when they get sick. The bulk of people are Proactive in wanting to engage with the health system, in terms of knowing their doctor, but do only a fraction of what they could to live well. Only about 5% sought truly personalized wellness planning; typically, these were the type of people that could afford, and used, executive/ boutique care, personal training and made regular trips to Whole Foods. People developing "Health and Wellness" apps have often wondered why their tools have never taken off in the same way that search engines did... You have to eat, move, sleep, breathe, and destress every day, after all, and some have to medicate as well.
Understanding this challenge, newer Health 2.0 oriented social entrepreneurs are focusing their efforts more on daily life, rather than "health" or "wellness" or "disease." McDonald's understood a long time ago that consumers come to their stores for Taste, Convenience and Price--they used it to feed millions and build a fast food empire, while ignoring the health ramifications. Newer Life Apps and Life-oriented social enterprises will help people marry their daily preferences, social life and moods (tastes), their schedule and location (convenience), and their budget (price) with actions consistent with a healthy way of life. Finding the win-wins is primarily about recognizing the right information at the right time.
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