EXPERIMENT X
ANALYTICS & COMMUNICATION STRATEGY PROPOSITION
POCT
Point of Care Diagnostic Testing World Market to Jump to $16.7 Billion by 2018
The 2 most important areas
Where such tests are measured for immediate results in a POC setting are hospital emergency rooms and critical-care clinics.


The third place
Where these tests are frequently measured in what is characterized as a near-patient setting is in physicians' office labs (POLs).
Other testing areas
Of interest for these analytes are satellite labs, critical-care units, neonatal intensive-care units (NICUs), intensive-care units (ICUs) and home testing locations.
Europe POCT Devices Market 2018-2022

Europe POCT Devices Market has grown registering a robust CAGR of close to 8%. Currently, the market is in growth stage with high potential of future expansion in both developed and developing countries of the region.

Increase in urban population especially in the metro-cities which has been the largest end-user segment of the market and higher spending on R&D activities by the companies has led to the rise in number of point of care testing devices & customer interest.

A substantial increase in awareness amongst population in cities & smaller towns has provided major thrust to this market. In parallel, growth & popularity of pregnancy & blood glucose POCT and advancement in technologies have given rise to new and improved devices. Advent of deadly infectious and cardiac diseases has led people to use these devices for quick detection. However, the market has been flooded with fake products, found all throughout the value chain.
Western Europe has led the overall European POCT sales

Western Europe has led the overall European scenario in terms of sales of POCT devices in 2017. Advanced medical infrastructure, higher level of disposable income of people, higher awareness and spending on healthcare, presence of well established manufacturers and government support has enabled countries such as the Germany, Italy and UK to lead the overall European landscape in terms of both, sales and demand in the review period.
Blood Glucose POCT devices led the market with highest sales revenue in 2017. The devices are used on routine basis to monitor glucose levels for people at home or for patients under tight glycemic control requirements. This segment was followed by Infectious, Cardiac, Rapid Coagulation, Blood Gas and Electrolytes, Hematology, Pregnancy POCT, Urinalysis POCT, Cholesterol Fecal Occult, Drugs of Abuse and Hb1Ac POCT devices respectively.
Hospitals and Clinics have been the largest customers of POCT devices in Europe in 2017. The entity uses these devices for diagnostics, treatment, monitoring and rapid testing. The tests carried out consists of TB, HIV, Malaria, Syphilis, Dengue, Strep A, HBV, C Diff, CD, 4, HCV, MRSA, Flu, UTI, Viral and others. Diagnostic labs and primary care units constitute for second largest share in the market. Home care and patients occupied lowest share owing to low volume sales and low replacement demand. Major motive to buy a POCT device for home patients is self assessment & referral and cost reduction.
Biotech Industry is coming of age
The industry has gained momentum in the last few years and is innovating at an increasing speed. It's a brave new world in biology. In the next 10 years we will discover more than we've ever discovered.

The three areas where there is more potential in biotech are
CRISPR gene editing
Immuno-oncology
Personalized medicine
Personalized medicine embraces many different areas of medicine at once, including gene editing and immuno-oncology among others. With the help of new diagnostic technologies and the advent of artificial intelligence, medicine is moving towards prescribing each patient the treatment that is more likely to work based on their genetics.

Personalized medicine can change the world. In the next few years experts envision every baby having their genome analyzed and the industry shifting from paying per treatment to paying per performance.

Some companies are already experimenting with payment schemes where only those patients that do respond within a certain period of time are charged — Novartis is doing so with its CAR-T cancer therapy Kymriah.
Biotech Industry will keep on growing

The need for more and better medicines is increasing. The population is going to grow by nearly a billion in the next 15 years. Of that billion increase more than a third is in that 65 years and older, so there is pressure on funding healthcare.
BUT
In biotech failure is part of the game
Physicians deficit for biomedical startups

There's a moment of failure that crushes many such startups: when the new tool or technology connects with the real world of patients, physicians, medical records, hospitals, and insurers. That's when a physician who can navigate the nuances of the medical landscape is needed: one with an innovative mindset who can explain how the new product will function in the system, or touch a patient's life, or integrate into a doctor's day. For many startups, finding that person is the hardest problem to solve.
Case
Too many expectations
Josiah Zayner, CEO of the biohacking-promoting startup The Odin, held up a syringe. "This will modify my muscle genes to give me bigger muscles," he told a packed room at a biotech conference in San Francisco in early October.

In front of dozens of onlookers, he leaned against a table and jabbed the long needle into his left forearm. Then he took it out, wincing a little, and added, over applause and chuckles of disbelief, "I'll let you know how it works out."

In all likelihood, his formula wasn't strong enough to do much. The danger, though, is that other people could follow suit.
Case
Technological technology
Rethink Robotics.
The company was responsible for the creation of the collaborative robot category. The two-armed Baxter, introduced in 2012, and one-armed Sawyer, introduced in 2015, were known for their animated faces, red exteriors, and ease of programming.
But Rethink's robots were not known for their precision and ability to perform as advertised in industrial environments.

"Rethink's robots were not built to solve a specific problem,Baxter was a roboticist's robot, not a tool for a job."

The sales were low, the acquisition deal fell through and the company closed down in 2018.
Case
Ignoring risks
Taxa Biotechnologies promised a light-emitting plant that could replace street lamps. Here's why that project failed.

The glowing plant projectis not just any old failed Kickstarter campaign. After going live on the crowdfunding site, Evans' project quickly became the poster child of the unwarranted hype and hysteria around DNA engineering. Evans and his team hadn't shown they could produce even a single glowing plant, and yet they managed to rake in $484,000 in orders, far exceeding their $65,000 goal. The campaign also triggered a firestorm of criticism. People worried that biohackers like Evans were opening up a Pandora's box of genetic freaks, potentially corrupting the world for good. They fretted that the plants might spread to the outside world and become an invasive species.

Rattled by the onslaught of negative publicity, Kickstarter banned any future synthetic biology projects.
Case
Very hard
As 2014, 2015, and 2016 ticked by, Evans faced a different reality. He could barely get his plants to glow at all. Taxa Biotechnologies was running out of money.

So he changed his strategy, setting aside the glowing plants and throwing his energies behind scented moss instead. By mid-2016, the company had grown patchouli moss that Evans considered ready for consumers.

But strain of moss resistant to herbicides had contaminated the moss he intended to sell, meaning that if it made the leap into the wild it could resist extermination.

Eventually he ended up killing off the four-year-old dream that he'd shared and nurtured with his thousands of supporters.

Reason for failure: Biotech is still hard. It's still complex. There might actually be reasons why you can't make something happen, even though it seems reasonable. There is always potential for failure.

The line between safe and unsafe bioengineering is easily blurred. And that's assuming a biohacker can get his or her modified plant to work as envisioned in the first place.
Companies churn through thousands of molecules before hitting upon one safe and effective enough to test in humans. And even those chosen few have but a 10 percent chance at ever making it onto a pharmacist's shelf (according to data from Biomedtracker, a research service that keeps tabs on the industry).
  1. Flawed financial strategy. Finance is always a challenge for any young startup. The challenge is even greater for biotech startups, which need to raise significantly more money and make sure it lasts long enough.
  2. Inexperienced management. Sucсessful leadership is needed as early as possible. It is better to avoid people who operate with the process-focused approach of a big pharma or without the set of skills needed to operate in a dynamic biotech startup.
  3. Mediocre science. To succeed, a biotech company needs strong data to convince investors, partners, and eventually regulators that a certain product or technology is worth it. Before committing to a project it's important to ensure that there is a market need and the approach is innovative and superior to that of competitors.
  4. Poor timing. Although the development of biotechnology products takes considerable time, making swift decisions at the right time can be critical for the success of a biotech startup. One of the most difficult to make can be whether to kill a particular product or technology that is not performing as expected. One might be tempted to keep going and gather more data, but that's often a mistake.
  5. Not taking risks. While there should be a plan carefully laid out, biotech is a very unpredictable business. A company needs to be ready to take calculated risks in order to survive difficult times. If a team that is not able to take bold decisions and stand by them is destined to fail. When two different courses are possible, compromising and taking neither of them is not the right choice.
Future
FUTURE CHALLENGES FOR DIGITAL HEALTHCARE
Enthusiasm curbed as expectations not met

Fewer digital health products than expected are being deployed in real-world clinical settings. This may be related to complaints that in practice, these products have failed to deliver on the promise that they will lead to improved quality and outcomes and reduced costs in the management of chronic diseases.

For instance, the uptake of wearable sensors into routine practice for monitoring patients with chronic diseases has been less than anticipated.

Some studies reported increased costs (of utilization), no impact at all on a variety of outcomes, from quality of life to improved survival, or even harm.

Physicians also say they have found that managing the data and incorporating them into clinical practice presents a significant challenge. They are also faced with patients who use their own apps and sensors - many of which are untested or unproven.
Tech industry and healthcare profession disconnected

Increasingly, disappointment with digital health is linked to a cultural barrier that exists between the technology entrepreneurs, investors, developers, and practicing physicians.

The main reason for this may be the lack of involvement of medical professionals in the development of some digital tools.
Too many apps

Critics say that as a result of the failure to consider what may be of most value to physicians, many apps focus on a single disease, whereas patients with the greatest need have multiple chronic conditions.
More connectivity in the future

A big problem for current practice is that many digital health tools do not connect with each other. Interoperability - that is, systems and devices exchanging data and interpreting the shared data - "therefore remains largely unattainable." Integration of new technologies is very important - particularly development of technologies that are more easily incorporated into the electronic health records (called "Plug and Play").

"We want it to all be visible to our entire health team so that anyone can log into it and it is all in one place," Dr. Levine said. Currently, most of these apps create their own platform with their own set of log-ins and their own security issues and alerting issues.
Evidence base needed for many digital health tools

Much of the new digital health technology, especially mHealth (mobile health) apps, lacks an evidence base. Commercially successful apps do not necessarily have medical value for physicians to apply to decision-making for patient evaluation, diagnosis, treatment, or other options. For this reason, many PCPs are cautious about using them.

Digital health products that do show impressive results in clinical trials often fail to be adopted into clinical practice. This is because clinical trials are conducted in highly controlled environments, which make use of tools such as training, close monitoring, and payments to ensure that patients use the technologies appropriately.

Digital health products designed for the prevention or treatment of chronic diseases mostly do so through changing patient behavior. In order to be successful, patients need to be highly motivated. Digital companies should focus on patient engagement.
markets
POCT MARKETS SUMMURY
The popularity of POC Tests is growing rapidly. The main markets are Western Europe and the United States (the largest single country market), but also high growth show Asia Pacific region and the Japanese market. All of these markets enjoy government support of the healthcare system.

Online marketing has led to a rapid increase in sales of point-of-care devices and services.
Increase in funding by multiple sources, including the U.S. Department of Defense (DOD), NIH, and private foundations like the Bill & Melinda Gates Foundation, is expected to drive the POCT market. Such institutions are involved in funding various projects for development of POC diagnostics to different organizations including California Institute of Technology, Dartmouth College, Seventh Sense Biosystems, and other institutions.

Shortage of healthcare workers will increase the market.

The world will be short 12.9 mln healthcare workers by 2035; in 2013 that figure stands at 7.2 mln.
As the number of skilled healthcare workers decreases, especially pertaining to the field of diagnostics, there is a shift toward accurate, intuitive tests that can be operated by less skilled personnel and patients.

POCT is one of the innovations that can potentially have impact on quality of care as well as on system redesign and a more patient centered approach to care.
Though POC tests can cost more on a per test basis, cost savings, reduced doctor visits and laboratory overhead costs need to be factored in to understand the overall equation.
Doctors don't understand the science of risk and probability.

Research has found that many physicians misunderstand test results or think tests are more accurate than they are.

Doctors especially fail to grasp how false positives work, which means they make crucial medical decisions — sometimes life-or-death calls — based on incorrect assumptions that patients have ailments that they probably don't.
Doctors are surprisingly bad at reading lab results
Modern medicine has come to rely too much on tests and scans. Every year, doctors in USA order more than 4 billion tests. The first problem that doctors (and thus, patients) face is a basic misunderstanding of probability.

Researchers (Jama Internal Medicine, 2014) found that almost half of doctors surveyed said patients who tested positive had a 95 percent chance of having Disease X. This is radically, catastrophically wrong. If your test comes back positive, your true chance of having the disease is actually 1 out of 51, or 2 percent — a heck of a lot lower than 95 percent.
Second problem. Many thousands of patients are diagnosed with diseases that they don't have (The Lancenet 2017). They receive treatments they don't need, treatments that may have harmful side effects. Perhaps just as important, they and those around them often experience enormous stress from these incorrect diagnoses. Treating nonexistent diseases is wasteful and often expensive, not only for patients but for hospitals, insurance companies and governments.

Doctors often think that ordering more tests will protect against lawsuits. Moreover, medical schools offer limited instruction on how to understand test results, which means many doctors are not equipped to do this well. Even when medical students have short classroom instruction in test interpretation, it is rarely taught in a clinic with actual patients.
Of the 435 ER physicians asked about the tests they order for their patients, more than 85% admitted that in general, they call for too many tests, even if they know the results won't really help them decide how to treat their patients. Reporting in the journal Academic Emergency Medicine, the authors also say that nearly all of the doctors — 97% — admitted to personally ordering unnecessary imaging tests.

So many physicians acknowledged that they ordered tests for no medical reason, which makes it clear that physicians feel enormous pressure to behave in a way they may not want to.

Such unnecessary testing is contributing to an estimated $210 billion in additional health care costs; ideally, appropriately used testing should reduce costs by detecting and diagnosing problems early, so patients can get the right treatments and avoid more expensive care.
The top two reasons the doctors ordered these tests were: fear of missing something that would help them diagnose their patients, and protection against malpractice.

Physicians will keep ordering a lot of tests because it is the quantified parameters that will protect them from judgement or accusations of negligence. It is logical, that we cannot prevent the behaviour of doctors, that is why we need to make the focus on decreasing the cost and level of complexity of the tests, and not decreasing the quantity of tests.


Insight
The over-testing is not due to lack of knowledge on the physicians' part or poor medical judgment. It more likely reflects the fact that as a society, we don't like uncertainty, and that has led to an oversimplification of medical care.
The study authors say that the way physicians are held accountable for medical decisions also needs to change, and patients need to become more involved in treatment decisions. That way, the cultural expectation that doctors can never get a diagnosis wrong may start to fade. We must acknowledge that doctors are human beings and, as such, will sometimes make mistakes and get things wrong. Doctors also need to be better trained and educated about the latest technologies and which patients will benefit most from them.

The doctors also said that they'd welcome patients becoming more involved in the decision-making process. There isn't data suggesting that such shared decision-making would reduce unnecessary testing, but if doctor and patient are more open about the reasons for testing or not testing, then perhaps fewer tests might be done for non-medical reasons.
Unrealistic expectations of doctors
Medical education has traditionally produced doctors carrying an unrealistic expectation that patients should always recover from all their ailments. If they do not, doctors feel that, at some level, they have failed to do their job properly. Equally, with the rapid progression of medical knowledge, diagnosis and treatment, there is an increasing expectation in society that patients have a right to be cured of all their illnesses, and relieved of all their symptoms.
Training in POCT use
In the United States, physicians usually have practice privileges at several hospitals, especially those who practice in large metropolitan areas. Physicians may be tasked to see patients at five different hospitals in one very long day.
The logistics involved mean little time for the physician to actually perform the testing needed to make the patient's treatment decision.
A physician not only sees patients in the hospital but is also responsible for seeing patients that have appointments in his office. Efficiency is required to care for the amount of patients a physician may have to see in one day.
Benefits of POCT for physicians
In many cases, bringing some of these outsourced tests in-house can offer other benefits to doctor's offices, including:
Increased Efficiencies

Allows the physician to deliver results in person, face-to-face, which can foster better patient understanding, retention, and compliance.
Convenience

Can provide a competitive advantage for the practice to differentiate it from other practices.
Marketplace Differentiation
Eliminates the risk that the patient does not return in a timely fashion.
Improved Quality of Care
Requires less patient record review from previous visits.
BUT
Physicians' barrier to innovations
Doctors are trained to assimilate knowledge and be conservative in treatment choices. Taught from day 1 to "first do no harm," they tend to take only highly calculated risks. Physicians are trained to be cautious, not disruptive; to follow strict, evidence-based patterns of reason, not take shortcuts; and to be guided by the consensus of well-tested research, not necessarily a new and perhaps yet-to-be tested innovation.
Pocs
POCS: DOCTORS & PATIENTS
DOCTORS ROUTINE
Routine blood tests are generally done to look for problems, so if your CBC, blood chemistry, and cholesterol results fall within normal ranges, the doctor's office may not reach out to you about your report. Or they may send you a copy with little or no explanation.
PATIENTS ROUTINE
But even if things appear normal, patients needs to follow up and discuss their blood test with doctor, nurse practitioner, or nurse. They want to ask if there have been changes since the last test of the same type, and what those changes mean.


Doctors make appointments to tell test results
It is not uncommon to hear people complain that their doctors require them to make an appointment to get the results of routine medical tests. While this may seem unnecessary, both in time and expense, there are often reasons why a face-to-face may be appropriate and even essential.

But Appointment May Not Be Needed
Not every medical illness or test requires a follow-up visit. Even with potentially serious chronic diseases like HIV or diabetes, you may only need to see a doctor once yearly if your condition is fully under control.

Patients must also play an important role. They should realize that doctors, even quite capable ones, may not fully understand the statistical underpinning of the tests they use. In essence, your doctor may have a blind spot, an unconscious tendency to have too much trust in a test. Being aware of this problem and asking your doctor about disease probability can reduce hassles and anxiety — and sometimes even save lives.
Pocs
HOSPITALS
Hospitals need to save money on equipment
New inventory system could save hospitals quite a considerably sum of money. Designed specifically for medical institutions, LendMed helps hospitals and their departments with expensive equipment exchanges, resulting in savings of up to $1 million USD a year.

Given how expensive medical equipment is, many hospitals borrow from each other extensively. The LendMed inventory system allows them to keep track of all this sharing -- something no one else is doing in a centralized manner. The digital lending network can be accessed in a variety of ways, from smartphones to kiosks to portals.

The two most important areas where such tests are measured for immediate results in a POC setting are hospital emergency rooms and critical-care clinics.

The third place where these tests are frequently measured in what is
characterized as a near-patient setting is in physicians' office labs (POLs).

Other testing areas of interest for these analytes are satellite labs, critical-care
units,
neonatal intensive-care units (NICUs), intensive-care units (ICUs) and
home testing locations.

An estimated quarter of Americans with employer-sponsored health coverage (vs. just 4 percent a decade ago) have to also pay out of their own pocket. That is why they have higher expectations and demand for convenience and satisfaction.

POCT requires smaller blood samples (generally a fingerstick), thus a benefit in testing neonatal patients and difficult-draw or elderly patients. Subsequently, smaller reagent volumes are used.

With improved TATs (turnaround time), monitoring of certain patient conditions may also be improved leading to greater patient satisfaction (Crocker 2013; Modern Humanities Research Association 2013).

When clinicians receive timely results, the length-of- stay (LOS) for patients in the emergency department may also be reduced (Hortin 2014).
Many devices are linked wirelessly to the LIS (laboratory information system), thus avoiding transcription errors, quicker availability of results, and appropriate documentation for billing purposes.
Pocs
ER
Fixation on just the cost of the test (almost always the POCT is more expensive than the laboratory equivalent) rather than considerations of the cost of the overall pathway which POCT can reduce
Pocs
Pharmacy
POINT-OF-CARE testing VISION in pharmacies has two main functions

The first is in disease screening or risk assessment. A clear distinction should be drawn between screening and diagnosis of disease.

The second function is in monitoring and management of chronic diseases and medicines used to manage these conditions.

Managing chronic conditions is an area in which pharmacists are increasingly becoming involved.

Pocs
Telemedicine
The industry of telemedicine is at a tipping point, expanding far beyond interactions between physicians and patients into entirely new ways to deliver healthcare and practice medicine.

In the future it will be called virtual health.

Telemedicine supposes it has a video component. Virtual health may have video, but it also could include artificial intelligence, apps, and chatbots," along with other technologies
4 ways telemedicine is changing healthcare
1. Direct-to-consumer. Many of the products and services that have dominated telemedicine to date. This is where most of the health technology investment has occurred and where the market has been commercially successful. Yet healthcare systems struggle to turn this form of technology into a profitable revenue stream. YET consumers have been slow to adopt this model.

An estimated 12% of direct-to-consumer telehealth visits replaced visits to other providers, and 88% represented new utilization.

Direct-to-consumer telehealth may increase access by making care more convenient for certain patients, but it may also increase utilization and healthcare spending

2. Self-service.

These apps not only guide patients through a series of questions and collect data, perhaps through a bot, but some can interpret those responses. By the time the patient connects with the provider, a tremendous amount of legwork is complete.

This is a space where some less established players are gaining headway. Self-service is where direct-to-consumer is probably going.

It is believed that self-service will remain a hybrid model, involving some form of human interaction.
3. Provider collaboration.
This could enhance communication between nursing staff and physicians, as well as physician consultation with specialists.

Physicians use this to seek expertise they don't possess. Doctor will say, 'Help me understand what to do next because I'm not sure.' A classic case would be telestroke in the emergency room.

Medical collaboration encompasses more than video; it also includes texting, phone calls, and email. There are a huge number of companies operating in this space.

One innovation needed in this area is something that would appeal to hospital systems to measure provider performance. The system would collect data related to response times—for example, how quickly a physician responded to a text.
4. Spaces.
The most interesting of all areas. It involves a shift in thinking with the idea that future patients can be treated through telemedicine at home, in the hospital, in nursing homes, in physician's offices and other places.

Space would be designed and configured to include placement of secure cabling, and any necessary equipment such as high-resolution cameras, speakers and monitors—similar to the way an eICU might be equipped today.

The future is about building space with the idea that people may need to provide care to a patient in that space, rather than forcing them to travel when they need care.

Equipping nursing homes and hospital rooms this way would enable a variety of practitioners to provide bedside care more conveniently—for the patient and the provider. Patients wouldn't have to be transported, and practitioners could see more patients without disruption.

Building this technology into physicians' offices and people's homes also should become usual. People could receive healthcare services in the convenience of their own living space, enhancing access for those living in remote locations, reducing the need for transportation for those with mobility issues, and limiting exposure to pathogens.

Where telemedicine can be used?
ICU (Intensive Care Units)
Telemedicine can be used in a variety of ways. One approach is by using HD webcams to see the baby from different angles. High-risk infants can be seen by a specialist at another hospital by simply sharing the video within seconds. This decreases the need for infants to be transferred to another hospital, which is costly and time consuming.

Disaster Relief
When a disaster occurs, the local healthcare resources are immediately pulled in to provide both emergent and non-emergent care. This usually results in a shortage as the demand for services is much higher than what can be supplied.

With telemedicine, physicians in other locations can provide assistance by conducting video visits. In fact, when Hurricane Harvey occurred in 2017, healthcare professionals provided emergency and behavioral health video visits. This allowed practitioners to focus on high demand, complex cases in-person versus low level cases that can managed remotely.

Telemedicine for Remote Clinics
In many Walmart stores, retail consumers can walk up to a kiosk for a doctor consultation. The doctor is not physically present inside the store. Instead, the customer uses a touchscreen computer to type in their symptoms and enter a virtual waiting room. They are then connected by a video link to a doctor. This use-case is HIPAA-compliant because the video link is encrypted to protect patient health information.


POCS
Allergies
Recent surveys from Allergy UK have shown that the rates of allergy are increasing throughout the world, affecting up to 30-35 % of people at some point during their lives, in some cases with fatal consequences. In vitro testing of specific Immunoglobin E (IgE) reactivities is thought to be able to significantly improve diagnostic accuracy and management in primary care.
Current methods for the sensitive and accurate detection of specific IgE reactivities are expensive; require significant sample preparation and investment in equipment. There is a need to provide a cheap, rapid, sensitive and specific test for IgE reactivities.
POCS
Transplantations
"A big challenge at the moment is that even the best transplanted organ has a limited lifespan of up to 30 years. By being able to pick up signs of rejection early, we might increase the lifespan of the organ and help patients have a better quality of life, for longer."
PATIENTS
Starts with American
Alternative classification
by Accenture.com
ASIA PATIENTS
Family. Infant and Children's "growth-care" – Korean mothers are none to the second when it comes to their children's welfare. This sector shows 20~30% growth YOY and 19% of Children is taking more than 1 nutritional supplement. (Korea Health Industry Development Institute (KHIDI), 2009)

Beauty. Weight loss "fanatic but quietly". According to one of major general food companies in Korea, weight Loss related health supplements (including guidebooks) market would reach upto USD 3.2 billion, medical-care reach to USD 1.9 billion and fitness centre explain USD 2.5 billion in 2012.

New. Asians love "New" – In a highly competitive society like Korea, one of the best strategies to motivate consumers will be, of course, simply saying, this is "NEW!". The first in the market, whatever others say, "NEW PRODUCT!" So, there are a lot of new products claiming new efficacies and containing new ingredients making debut in the market.

Once again-Family. Elderly, "I'm ready to take the pills" – Korean elderly people are now ready for nutritional supplement financially and emotionally after a long period of "hard-hard working years ('60 ~ '90) in order to release their illness they've got during the period. More than half of the products are purchased by their sons and daughters, meanwhile.
CHINA PATIENTS
Savvy Shopper. Globalization, technology, and rising incomes have combined to create far savvier shoppers in China today than in the past. Today, virtually all major global brands are available in China and have built up a significant presence in major shopping malls, online channels, or both. As a result, consumption is not limited to certain segments of the population. Instead, everyone in China is a potential consumer, and people are far more discerning in evaluating products than they were in the past.

Chinese consumers are fully digitized and connected. Chinese consumers say they buy products online more for convenience than price. Consumers in China are also particularly open-minded about the early adoption of new products and technologies. Smart home appliances are a good example: whereas consumers in developed markets tend to look for complete system solutions, consumers in China are willing to purchase one smart appliance at a time.

The Single Person. Among urban populations, 16% now live alone, compared with just 5% ten years ago. Many people are choosing not to marry; nearly half say they are indifferent about whether they marry. As a result, 21% of those older than 35 are single (up from just 4% a decade ago). There are various reasons for this shift. Some people are more career-oriented than in the past, and social media networks make it easier for people living alone to stay connected. Single people seek smaller volumes, greater convenience, and higher-quality goods.

Ecoconscious Consumer. This concept spans both the personal level ("I want my purchases to be good for me") and the planetary level ("I want my purchases to be good for the planet"). These consumers want healthy and organic food, apparel made from natural products (such as cotton and linen), energy-saving electronics, and natural skin care products. They are also more willing to support environmentally friendly companies—for example, those that reduce their packaging, encourage recycling, and take other steps to mitigate their environmental footprint.

Passionate Trend Seeker. Chinese consumers are passionately taking up new interests, and they are increasingly willing to spend money on those wide-ranging interests—not only on products but also on experiences that will enrich their lives. Travel is a major focus of the passionate trend seeker. Extreme sports such as rock climbing, car racing, and surfing are all projected to grow rapidly in the next several years.
INDIA PATIENTS
General segments
1
Direction Takers (13%):
Direction takers prefer to be told by healthcare professionals what they need to do; clinicians are the experts in their eyes. They like to cut to the chase and do not like to be asked a lot of questions. This segment reflects the way healthcare has been delivered traditionally; unfortunately, this model only resonates with 13% of the population.
2
Balance Seekers (18%):
Balance seekers are also proactive and wellness oriented, but they downplay the role of healthcare professionals. They prefer options and suggestive approaches and are open to alternative medicine rather than being given an already mapped out route to wellness and directive healthcare.
3
Willful Endurers (27%):
Willful Endurers are independent and the least proactive about their health. They live in the moment and do not focus on long-term benefits or consequences. The challenge is to find ways to motivate them toward adopting healthy behaviors through immediate gratification.
4
Priority Jugglers (18%):
Priority Jugglers tend to be less proactive and engaged with their healthcare because they put other responsibilities ahead of personal health; however, they are proactive in managing their family's health. They may require a higher level of interaction to keep them focused on their own healthy behaviors.
5
Self Achievers (24%):
The most proactive and wellness-oriented group, Self Achievers are ready to be in the driver's seat but appreciate directive guidance. Goal and task oriented, they appreciate measures to gauge progress in their efforts. They are the most willing to spend whatever it takes to be healthy.
IGLOO General
Markets / Benefits
Common recomendation
TA Medical:
  • Physician office.
  • In-house Labs
  • Emergency Room.
  • Primary Care Units.
  • Pharmacies
Needs:
Poduct price, price of consumables, test time, quantity of tests, mobility of product
TA Patients:
  • Allergy patients
  • Chronic patients.
  • People who have organ transplants, перенесшие пересадку органов.
  • People in geographical isolation.
  • People with restricted mobility
  • Sportsmen
  • Pregnant
Needs:
Product price, price and availability of consumables, understanding results, possibility of explaining them.

Geography
It is the best way to improve your professional skills and become more valued
Western Europe
USA

Asia Pacific

Communication of Functional Benefits
Low price (dynamic decrease vs. lab tests)
-
Wide range of tests
-
Wide range of analyses
-
Short test period
-
Mobility of test – portability
-
Ability to monitor allergies in real time
-
Screening the condition with chronic illnesses
-
Testing if the transplanted organs were rejected or not
-
Storing results (?)
-
Simplicity of use
Communication of additional Functional Benefits for patients
Self-medicine (generic term)
-
Doctor supervision
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Curiosity of knowledge
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Diet control
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Sports training parameters control
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Diet or weight loss parameters control
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Allergic reactions control
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Consultation at a pharmacy
Two different positioning
For the emergency use and to calm down at home
Panhuman scale
It seems that Igloo is a unique product that has a potential to change significantly how the humanity is reacting to planetary events (disasters, geographic isolation, infectious damage). It is very important to communicate these benefits as well. Medicine is a very complicated sphere where innovations are indistinguishable from reality. And reality is multi-faceted and sometimes hard to steer. It is quite possible that using such strong images can help deliver to the common consumers the necessity and the uniqueness of the technology.
Home use
Technology is great when its clear and applicable to every day life. Emergency call in our smart phones are a nice thing to know, but is rarely used in real life. But the fact of having it at hand is very helpful. Technological innovations are oftentimes presented as something complicated and expensive. Especially when they are reframing people's behaviour. We need the usage occasions to be shown crystal clear so that people can project their own usage on them.
Unusual places for testing
Our recommendation is to help Igloo penetrate into the everyday life of people in unusual for medical gadgets places.
Pharmacies
Free blood pressure devices are well spread mostly because people see them in every pharmacy. People see pharmacists more often than doctors and this is where they have a chance for a better communication in the terms they can understand. Because pharmacists are not limited by appointments schedule and time (many doctors work in several clinics, there are much more patients than physicians, so it is impossible to allot enough time to every patient).
Fitnesses
People who have a goal of attaining a certain physical shape are one of the more attracting audiences for everyday use of Igloo. They follow a strict diet, they monitor their body all the time. If we can integrate Igloo in this environment, we will give them a chance to monitor their sports parameters more accurately.
Remote
Remote clinics that open in food hypermarkets can be also helpful in raising the awareness of Igloo. An extra benefit based on the test results we can recommend what products a consumer should buy.
Communications
Meet the new normals
AGE AGNOSTICS
Age Agnostics don't hold with conforming to demographic expectations—everyone connects. The key to winning and retaining loyalty and trust is to develop products and services that are universally accessible even while designed with older people in mind.

Baby boomers have much more in common with the values and priorities of millennials and younger generations then many realise, and it is this inclusive mindset that needs to be better understood and catered for in the future. Universal and welcoming, it is about taking care of oneself and focusing on prevention and enjoyment of life. Balancing mental, spiritual and physical is the priority here.
The boundaries of old age are shifting as people live longer and take better care of their health, appearance and wellbeing. Age Agnostics no longer have a passive attitude towards ageing, and this is especially true in wealthier developed countries with decent healthcare systems and social conditions.

Baby boomers (born between 1946 and 1964) are the generation with the most disregard for age. They do not think of themselves as old, and they most definitely do not want to be referred to in those terms. For example, more affluent baby boomers have been shown to be just as obsessed with technology, including tracking the latest apps and smart devices, as millennials. These are a new kind of mature consumers—a diverse group who enjoy the same things as their younger counterparts and want to continue to be themselves for as long as possible.
This means they want products and services that help them stay as youthful as possible in mind and body, not trying to change things — just look and be the best they can.
Overall, later lifers are in better financial shape than the rest of the population, boasting the highest spending power among all age groups. In 2018, those aged between 50–59 years—many of whom are still working, have reached senior positions or have inherited wealth from their parents—will earn an average of USD 17,164 — a full 28% above the average earnings of all age groups (USD13,400). Age group 50-59 is making significantly higher earning than the global average and its income will continue to rise through to 2025
The Age Agnostic trend among older generations is strongly reflected in the desire among 35% of baby boomers currently between 54–74 years old who agree or strongly agree with the statement that they want to enjoy their lives and not worry about the future. This proportion is surprisingly even higher than generation Z and close to millennials 38%.

While not as high a rate compared to younger generations, it is nonetheless striking that nearly half (46%) of baby boomers surveyed believe they can make a positive difference to the world through their choices and actions. This positive attitude underlines the fact that people do not want to age 'passively' but rather to contribute back to society throughout their lives.
this brings us to an equally important feature
LONER LIVING
By 2030, it is estimated that the worldwide number of single-person households will increase by about 120 million, up about 30% on 2018.

One generation is redefining the trend of living alone—older generations. This group of single later lifers (typically 50+) is typically wealthier and, while some have been single their whole lives, many are divorced or widowed and may have adult-age children. And this generation is not alone in experiencing the solo lifestyle. While baby boomers may have been well known for the high rate of divorce among their cohort, many of those in the younger generations have rejected marriage and even cohabitation altogether. Baby boomers are setting the stage for a trend that is bound to outdated their generation, which will alter how products and services cater to the Longer Living lifestyle.
Loner Living consumers are less willing to pay for products that are considered 'durable', 'high quality', 'on-trend' or 'natural'. Convenience and affordability are at the top of their minds. In fact, consumers living alone are more likely to prioritise financial security; bearing the full cost of housing and utilities not only alters their overall budget, but the consumption choices they make. Products that are simple, functional, and more likely to be disposed of versus being passed down or re-sold are pivotal to Loner Living. These consumers are also more likely to purchase products that come in smaller packages and are less sticky for a certain brand or loyalty programme.

Products and services that help these consumers celebrate their proudly independent lifestyles will succeed in capturing this growing market segment.
LONER LIVING IS NOT ABOUT THE LONELINESS AND SELFSUFFICIENCY
Loner Living does not necessarily mean loneliness. Baby boomers in the West are renowned for lavishing their discretionary income on pets, increasing demand for grooming, pet sitting and luxury and natural pet products.

But while pet ownership is established there, more households are now adopting pets in the East. Hong Kong's demographic trends, particularly low birth rates, later marriages and a rising elderly population, are behind pet adoption. Pets in developed cities in the East are being treated just like family.
The focus of this consumer-driven trend is on preventative, consumable measures against illness, unhappiness and discomfort, that people can take without having to consult a professional. The trend is characterised by forms of personalised restriction; the self-imposed 'decluttering' of one's life, be it diet, house or wardrobe, that leads to versatility and, in theory, more choice.

The I Can Look After Myself trend is a reaction to the impulsive, rigid and highly restrictive mode of consumerism that fast fashion, instant beauty fixes and fad diets perpetuate. Perceived stresses of everyday life are exaggerated, amplified and glamourised so that the similarly chaotic approach to shopping that consumers have is normalised.
Consumers make use of apps and personalisation services to create a product that is uniquely for them so that, ultimately, they can be more self-sufficient without the need to constantly engage with endless social media and brand marketing.
Stimul – reaction
External Media Pressure of "Hype" >>
Desire for self-sufficient simplicity


Hype products exist in all consumer industries. With so much choice and so many claims being made that promise to change one's life, consumers increasingly want to take control of their wellbeing, cut out the noise and stop relying on brands as much. Debatably, products should aid and facilitate wellbeing, not hinder it.

A global focus on Conscious Consumerism, environmental concerns and a move away from chemicals towards more 'natural' products have encouraged people to be more mindful about what and how they consume. The rise of social media and its infiltration into all parts of modern consumers' everyday lives has also put into perspective the amount on which we rely on devices, brands and companies just to get by.
I Can Look After Myself consumers are active and engaged but turning to services that simplify, clarify and improve everyday life, rather than manage it for them. Foods with 'free from' labels are still the fastest growing category in packaged food, but apps such as Spoon Guru offer consumers a way to design their diet without having to rely on supermarket branding.


Consumers prioritise health, happiness and simplicity and will spend more to get it
I Can Look After Myself is a form of self-care; however, rather than abiding by the same rhetoric that we must care for ourselves kindly, this consumer trend emphasises that we can care for ourselves successfully, if we have the right equipment to do so.
And so it happened
EVERYONE'S AN EXPERT
In 2019, this trend is set to continue to grow on a global scale thanks to macroeconomic instability and it will become even more entrenched into everyday life.

Increasingly, consumers are driven to examine and question everything they read, see and hear. This inherent mistrust of information, perpetuated by social media, encourages similar behaviours while shopping. With Brexit looming, tensions surrounding the potential China-US Trade War and volatile currencies in Latin America due to political turmoil, people are wiser than ever about what they spend their money on and assess all options before committing.
The Verilux HappyLight is product for helping to fight seasonal affective disorder (SAD.) In winter, shorter days and a propensity for overcast weather often lead to people getting less sunlight. This lack of sunlight can lead to SAD, which includes meancholy moods and even depression in some people. The Verilux HappyLight is designed to emit light that counteracts the lack of sunlight, literally and figuratively brightening people's days through the winter.

The ICEWATER 3-in-1 Smart Water Bottle acts as a vessel for storing H20 that will automatically glow when it's time to take a sip to eliminate the occurrence of going an entire day without hydrating.

Those and other everyday wellbeing gadgets that people are interested are based on a long living trend.

The big thing
QUANTIFIED SELF
In short, it is self-knowledge through self-tracking.

This is not new. Benjamin Franklin famously tracked 13 personal virtues in a daily journal to push himself toward moral perfection. He shared this insight in his autobiography: "I was surprised to find myself so much fuller of faults than I had imagined, but I had the satisfaction of seeing them diminish."

The only difference today is the technology. Advancements have not only made data collection cheaper and more convenient, but is allowing us to quantify biometrics we never knew existed. Want to know your insulin or cortisol levels, or sequence your DNA, or learn what microbial cells inhabit your body? You can quantify that now.

Why this matters
About 69% of US adults track at least one health metric; however, almost half are still tracking in their heads.
19%
of U.S. adults reporting no chronic conditions say they track health indicators or symptoms
40%
of U.S. adults with 1 condition are trackers
62%
of U.S. adults with 2+ conditions are trackers
There is a time when technology is enabling the exploration of solutions. Suddenly, we are all scientists and our discoveries are limited only by our imaginations. As sensors are added to our phones, glasses, clothing, and even implanted within our bodies, the potential for what is imaginable is growing.
"As a self-quantifier, I see the potential to control my own health and to modify my behaviors to optimize the length and quality of my life. As an entrepreneur, I see a revolution of the healthcare industry. Soon, technology will be spotting trends and diagnosing problems far quicker and more accurately than doctors".


Susannah Rogers Fox
American healthcare and information technology researcher
Philosophers like Michel Foucault are recognized as being a part of the foundations in the ideas of the quantified movement. Foucault and other philosophers focus on the idea of "care of the self," in which they emphasize the importance of self-knowledge for personal development. Foucault explains that it involves looking inside oneself and emphasizes self-reflection, which is also associated with the quantified self movement, where self-tracking participants can attend "show-and-tell" style conventions to share their experiences with the technology.
BUT
In some cases, self-tracking is pushed and forced by employers over employees in certain workplace environments, health and life insurers or by substance addiction programs (drug and alcohol monitoring) in order to monitor the physical activity of the subject and analyze the data in order to gather conclusions. Usually the data gathered by this practice of self-tracking can be accessed by commercial, governmental, research and marketing agencies.
Data fetishism is referred to as the phenomenon evolving when active users of self-tracking devices become enticed by the satisfaction and sense of achievement and fulfillment that numerical data offers.

The Quantified Self movement has been criticized for providing predetermined ideals of health, well-being and self-awareness. Rather than increasing the personal skills for self-knowledge, it distances the user from the self by offering an inherently normative and reductionist framework.
Next thought
IDEALS AND NORMS
Nobody is ideal and nobody is normal.

The problem of variation haunts medical science. In the 19th century, one of the founders of experimental medicine, the French physiologist Claude Bernard, claimed that individual variability was an obstacle to medical judgment. If we could show that the abnormal was a mere quantitative deviation from the normal, he wrote, we would possess the key to treating any given individual, no matter how he or she veered from the rest.

The specific meaning of 'normal' has important consequences, especially if it is given a privileged position in the world. Anything that veers would be abnormal in one sense or another: uncommon, rare, atypical, potentially inadequate, suboptimal or deficient in some way – and in need of being brought back to some norm. Yet, it could be controversial, or just plain odd, to pathologise such variations; especially if they are functional in some way.

This basic insight has lent ambiguity to the word 'normal' in medicine for hundreds of years. In the 19th century, just as Bernard was defining disease as deviation from the norm, the Belgian mathematician Adolphe Quetelet was applying statistics to the human body to find a series of 'types' across a range of individual variations. Because every variation could be subject to this statistical tool, it seemed that averages could explain anything: hence, height, weight, blood pressure, heart rate, birth and death rates etc could all be presented in nice, even bell curves.

No matter how rare an individual seems, he could still be viewed as normal if the behaviour ensured survival in a given environment.
For Quetelet, these averages took on a life of their own; they became not merely a description of nature, but were seen as ideals, as that which ought to be the case. Indeed, the now controversial body mass index (BMI), often used as a measure of health, was originally called the Quetelet Index.

Quetelet claimed that these types captured the "homme moyen" or 'average man' – the ideal human that nature sought to realise, the one right in the centre of what probability theory calls the Gaussian distribution. While such a person need not actually exist in nature, the mathematical figure was seen as the true standard by which to judge deviations as abnormal and, thus, deficient.

Consequently, 'the individual was synonymous with error, while the average person represented the true human being'. Together with Bernard's views, this was an important step in the privileging of normality that we see today.
In short, normality is all about context
What is normal for one individual could be insufferable for another, and the same individual could be normal in one environment yet not in another.

Normality is neither absolute nor universal.

Yet such strictures should never stop us from viewing healthy and pathological phenomena from a biological point of view. Rather, we must see health and disease through their own specific physiological, behavioural and structural regularities, their own causal chains, and their own distinct biological norms.
One more important thing
JOMO (the Joy Of Missing Out)
Social networks give the illusion that we all should be doing something exciting and saying (or posting) something for others to acknowledge.

The fear of missing out, of being left out, has given place to the re-appropriation of self-time.

To protect their mental wellbeing, consumers want to be more intentional with their time, to set their own boundaries and be more selective in their activities.

The need for finding their JOMO sees consumers reducing their time online or cutting down on their social engagements, in favour of real-life experiences which they no longer feel compelled to share on social networks.
Life for anyone but the very rich — the physical experience of learning, living and dying — is increasingly mediated by screens.
Not only are screens themselves cheap to make, but they also make things cheaper. Any place that can fit a screen in (classrooms, hospitals, airports, restaurants) can cut costs. And any activity that can happen on a screen becomes cheaper. The texture of life, the tactile experience, is becoming smooth glass.

The rich do not live like this. The rich have grown afraid of screens. They want their children to play with blocks, and tech-free private schools are booming. Humans are more expensive, and rich people are willing and able to pay for them.

Conspicuous human interaction — living without a phone for a day, quitting social networks and not answering email — has become a status symbol. But what else is important – face-to-face human interaction is become less and less necessary.
Health consumer trends
It's also about curiosity of what happens inside.
The 'Stemoscope' Can be Used on Your Body

The device works by being placed on your body to let users listen in on their heartbeat and other bodily sounds to satisfy curiosities or perhaps as a way to track overall health. The small solution connects with a smartphone to let users listen to the audio it captures via headphones and even record it for health journaling purposes or to share with a healthcare professional.

Health gets more affordable
Stanford bioengineering professor Manu Prakash, PhD, and his students have designed a centrifuge from paper, twine and plastic that can separate blood plasma from red cells in 1.5 minutes, no electricity required. Called a "paperfuge" it spins at 125,000 revolutions per minute and exerts centrifugal forces of 30,000 Gs.

The 'Folding Foropter' has been created as an accessible, low-cost solution for those in developing nations to effectively test vision without the need for traditional phoropter equipment.

The 'Folding Foropter' is the design work of Ashish Jain of the LVPEI Center of Innovation in India and also features a friendly, inviting exterior pattern that will make it more appealing for patients to use.


"It's like if somebody increased the price of water during a hurricane; it's that kind of price-gouging that people really hate. It feels fundamentally unjust and unfair. Think if you needed something for your family and people raised the price because they could."
Joshua Sharfstein
MD, Professor of the Practice at Johns Hopkins Bloomberg School of Public Health.
DIY MEDICINE
The Four Thieves Vinegar Collective is a network of tech-fueled anarchists taking on Big Pharma with DIY medicines.

Their leader has spent the last decade working to liberate life-saving pharmaceuticals from the massive corporations that own them.

Martin Shkreli drove the price of the lifesaving HIV medicine Daraprim sells up to $750 per pill. So Four Thieves developed an open source portable chemistry lab that allows anyone to manufacture their own Daraprim for just 25 cents apiece.

"Would you rather break the law and live, or be a good upstanding citizen and a corpse?"
Michael Laufer
The Four Thieves Vinegar Collective
These sorts of unorthodox approaches to healthcare are the name of the game in pharma hacking, where the goal is to help people at any cost.
Four Thieves has turned subversion of the medical industry into an artform, litigation remains a perennial threat to his mission to liberate medicine.

When a pharmaceutical company manufactures a new drug, they own the patent on the molecules that make the drug effective. Nevertheless, Four Thieves are able to reproduce these molecules because they are described in patent filings and often in academic journals. All it takes is the right technology.

Insight: When the system takes too much time and money to fix life-threatening issues, people will want to find a way around it.
"When you withhold access to lifesaving medication that's murder. From a moral standpoint it's an imperative to enact theft to prevent murder"
Michael Laufer
The Four Thieves Vinegar Collective
Four Thieves doesn't sell anything, but the collective has two core 'products.' The first is open source hardware like the Epipencil and MicroLab Chemical Synthesizer, which can be made from off-the-shelf and 3D printed components. The second is the instructions for how to use these tools to produce the drugs, which includes everything from how to use the MicroLab to perform simple reactions to how to procure chemical precursors.
"Pursuing science is a human right. In fact, it's the human right from which all other rights flow. You have to be able to do whatever you want to your body and to think the way you want"
Michael Laufer
The Four Thieves Vinegar Collective
At a time when many Americans lack even basic health care services, four thieves' ideas seem as intuitive as they are radical. His work is predicated on the notion that too many critical decisions about our health have been outsourced to private actors who care more about their bottom line than their customers' well being.
Once again it shows us that the I Can Look After Myself trend is on the edge at the time.
Almost half of consumers globally claim to use Do-It-Yourself beauty products at least once a month, reflective not only of the desire for customisation and personalisation but also of a wish to take back control over what we eat, drink and put on our skin. This is partly a response to recent controversies relating to both undesired ingredients in food and other products and the desire for simplicity, ensuring that only the essential ingredients are kept, with everything else stripped out.
Wellness, beauty, wellbeing – these are things that an ordinary consumer can affect no less than professionals. That is why the language of health is now changing. In part, these are General trends, but, above all, we see strong cultural preconditions for the emergence of a special and versatile language of health.
Let's talk a bit about
THE LANGUAGE OF HEALTH

The language of health products is changing generally towards something much more consumer-centric.

A doctor's office looks like a futuristic environment that has all these interesting scanners. When you're interacting with the data around your body, it's on screens that make you feel like you're in a business meeting discussing your health, rather than an actual healthcare experience. They're really changing the quality of the experience.
Back in 2016, the health insurance firm utilized the tech giant's watch to promote a sustainable lifestyle. In 2019, Aetna is taking the partnership one step further with the Attain app, marking "the first time the Apple Watch has been used at this scale."

The insurance wellness program will allow users to track their activity levels. Aetna will be setting daily and weekly activity goals and when met, eligible individuals can "earn their Apple Watch through their participation" or opt-in for retail gift cards. Attain will also recommend healthy actions and will grant Aetna members access to their health history.


Health and Wellness
As consumers are moving from safety to self-actualizating (see Maslow pyramid) the wellness approach to a more balanced lifestyle is a trend that has taken over social media and health discussions in recent years. Better physical, mental and emotional shape is the key to self-actualization.

Linked to Trends: Awareness, Self-betterment, Self-love
Consumers are placing more value on health and wellness than on material objects these days, and the definition of health and wellness has evolved. And in an era in which so many catalog their lives on social media, looking great, feeling good and sleeping well are the new luxuries that consumers want to enjoy and flaunt.

Consumers are showing an increasing preference for participating in activities and indulging in experiences that promote their well-being—and sharing those experiences with their friends.

While this trend is visible across age groups, millennials are driving its growth.

According to the Harris Group, 72% of millennials would rather spend money on experiences than on material goods, and that preference is forcing retailers to adapt as more millennials ascend into adulthood and increase their spending power. For millennials, wellness is a daily, active pursuit, and one they are willing to spend on. Many of them bring fitness into everyday life visibly by wearing athleisure apparel for all kinds of activities other than working out. They also enthusiastically track their fitness training and sleep data through apps: research firm Forrester found that millennials and Gen Zers combined account for 69% of all fitness wearable owners.
Countless health-related outlets promote "wellness" as being the most effective and positively advocated method to look after ourselves both mentally and physically. Western model can define wellness as just the absence of disease, but it goes beyond that lately towards a holistic approach to your entire lifestyle.

Educating yourself properly is imperative in knowing how to approach wellness and personal healthcare most effectively.

Unfortunately there is a lot of information on the internet that's not science-based.
Health and Esoterics
We live in a state of hyperreality. As we navigate through the stress and mundanity of our everyday existence and parallel online lives, we are increasingly turning to unreality as a form of escape and a way to search for other kinds of freedom, truth and meaning.
We live in agnostic times, with traditional religions increasingly considered divisive and confrontational. Yet there's a distinct yearning for some sort
of belief system that doesn't rely on known theisms. Instead, spiritually rewarding (what used to be known as "alternative") experiences with a positive psychological and even physical impact are taking the place of prayer.

Pew Research Center has documented these shifts, finding that the percentage of Americans who are religiously affiliated declined from 83% in 2007 to 77% in 2014. Over the same interval, the percentage who said they regularly feel a deep sense of "spiritual peace and well-being" rose from 52% to 59%.

This is being played out via a third-wave New Age for a post-digital generation, which is seeking spirituality through crystals, astrology, sound baths,
tarot and tapping. What differentiates this new New Age from its previous incarnations is that the alternative beliefs and practices are now considered serious, irony-free, credible, millennial friendly and cool.

Sound baths have their roots in Buddhism and Chinese medicine, but now singing bowls, tuning forks, chanting and gongs are being combined with everything from yoga sessions to facials as the next iteration of social meditation.

In New York and Los Angeles, sound baths are available in wellness centers, but dedicated studios such as The Sound Space in Los Angeles are starting to appear. Gong baths at Yoga Arch in London's Camberwell district involve a gentle yoga session followed by lying down and being bathed in the healing vibrations of a gong. Otto Sound Therapy in Waterloo offers group sessions with gongs, crystal bowls and singing bowls, and corporate events working with companies such as Cos.

Crystals, especially rose quartz (one of Pantone's colors of the year 2016) which is reputed to be able to cancel negative energy, are enjoying a revival. London facialist Nichola Joss sends clients post-treatment to the Buddha on a Bicycle spiritual center for specific crystals based on her reading of their state of mind.

Crystals are for drinking, too. Burberry make-up artist Wendy Rowe sips "high- vibration water"—crystal-infused H2O which is claimed to be somehow better at hydrating and detoxifying than plain water. At Triyoga Camden's Nectar Café, Blue Moon Dream Water is on offer for post-ashtanga hydration and beyond. The tonic is charged with lapis lazuli and infused with the bright blue anti-inflammatory clitoria flower and cleansing sage.



Astrology apps, psychic consultations over Skype and online tarot readings for those seeking direction are on the rise, apparently mirroring an increase in the diagnosis of anxiety disorders in young women.
Clinical psychologist Jessamy Hibberd claims the link between the two is due to uncertainty about the future and a desire for a more directed destiny.

The mystical appeal of the stars and space transformed the department store Selfridges' Christmas 2015 windows. In store, an adult grotto called the Astrolounge offered psychic readings and mystic workshops.

Los Angeles nail salon Enamel Diction offers "colorstrology" appointments to help guide clients to choosing the right nail color for their star sign and energy levels. At Lush Spa, an immersive cosmic experience sees treatments accompanied by palmistry and music from Gustav Holst's The Planets.

PSYCHOTROPIC AND PSYCHOACTIVE

The legalization of cannabis in many US states has led to a rush to market of brands including Apothecanna, a pain-relieving body care range featuring industrial hemp-derived cannabidiol (CBD) with calming and anti-inflammatory effects. Whoopi & Maya (as in Whoopi Goldberg and cannabis expert Maya Elisabeth) offers marijuana-infused bath soaks, raw drinking chocolate, roll-on pain relief, and a tincture rich in THC (the main psychoactive ingredient in cannabis) specifically for menstrual cramps. Foria Relief adopts an internal approach with tampon-shaped suppositories to tackle period pain.

What does it mean?
Big data knows everything—there are no more secrets thanks to our digital, hyper-shared lives. Hollywood has lost its mystique now that every consumer with a GoPro can create a video. Artificial intelligence is replacing human brainpower.

What's left that's not understood, quantified and replicable?

As hypertransparency reaches critical mass, we're seeing an emerging appreciation for magic, spirituality and the few truly intangible aspects of our lives yet to be quantified, and reverence for its benefits.
Meanwhile, influencers are moving away from reality to explore and celebrate fictitious landscapes, and are doing so more immersively than ever before.
Gamified VR Therapy

Verapy was started by Jonathan Truong, inspired by his own personal health journey. He went through a series of surgeries and diagnoses that followed with therapy sessions. This led him to think of more imaginative ways to go about therapy exercises to keep patients motivated through more engaging activities during a difficult time. Essentially, Verapy brings both occupational and physical therapy towards a more engaging angle through a gamified approach.

It works with virtual reality technology to create a game that directly matches each patient's treatment protocol. It tracks elements such as pain levels, range of motion and ongoing metrics using a wearable gadget. The hardware is wireless and lightweight to that it does not interfere with any motion. To ensure that there is a high level of transparency for both the patients and doctors, rehabilitation specialists have full reports of the therapy exercises and game log.

Apps use photos to analyze nutritional content of food

New apps are using photos to analyze the nutritional content of food, making it easier for consumers to stick to their diets.

Pinto, a New York-based platform and app that launched in August, offers a plethora of innovative ways in which its users can analyze a meal or food product.

Nestlé Japan uses a similar app to provide targeted supplement recommendations for older consumers. Its Nestlé Wellness Ambassador program is a subscription service that sells nutritional supplements and milks flavored with green tea.


As many people purchased consumer DNA tests in 2018 as in all previous years combined, MIT Technology Review has found.

The testing frenzy is creating two superpowers—Ancestry of Lehi, Utah, and 23andMe of Mountain View, California.
For consumers, the tests—which cost as little as $59—offer entertainment, clues to ancestry, and a chance of discovering family secrets, such as siblings you didn't know about. But the consequences for privacy go well beyond that.

Key Design Trends
"the world of science and innovation deserves the same kind of design, attention, branding and experience as consumer products" (c) trendhunter
Eclectic
As pop culture pushes for authenticity and transparency, designers will have to get real, too. The resulting shift in illustration style celebrates the imperfections in art. We'll see more projects that feature freestyle doodles, stains of color, unique brush strokes, and organic textures.
3D
One of the beauties of 3D is it helps better display the dimensionality of products or figures, it also helps to make the object that much more tangible.

In many cases, this will be heavily developed in the AR sector as developers continue to push the limits of the tools in what they can produce. With apps such as Snapchat and Pokemon Go continuing to explore how graphics interact with in real space, there is no telling what will be created in 2019.

ANIMATION
RETROFUTURISM
is welcome in the modern world.
Retro-Modern Illustrations
Modern designers are combining some of the art-deco and abstract elements of the 1920s with both type and human form and introducing them to bright color palettes to evoke energy and youth.

You'll also notice most of these graphics introduce more organic lines and shapes, similar to a surrealist art style, yet still crisp enough to understand what the image is supposed to show.

This trend is also becoming heavily used in web design to illustrate scenarios for more descriptive sections on a page (as seen in the first image in the examples above).

Physical medium
+ Cyber Gothic style & fonts

+ David Rudnick outstanding graphic project
Glitch eclectic
Complex Gradients
Gradients are trending on the brighter and vivid spectrum. For example, designers will use several warm-tone colors to create an airbrushed effect that will invite life and weight to a design.

With the trend towards more white-focused interfaces, labeling, and web design, it looks as if needs to be something else to fill the void of color, and gradients appear to be part of that solution.

We can see companies such as Stripe, Lines Conference, and Mobipaid have been really doing a beautiful job of pushing this new trend forward.

#interpolation
Complex animated typography, sometimes used interactively. Form is also a message.
Context of use
What's important
One big portion of the communications that should be a part of any idea.
Igloo is a very powerful product that has a potential to change standard behaviour, introduce new patterns and make medicine and emergency care simpler.

This is something very serious. But in current conditions, a Drama Queen rules the roost and any innovation -- be it Tinder for dogs or Airbnb for football fans -- everyone tries to overdramatize their personal situations.

If you imagine Igloo in a disaster setting, it is the most illustrative way to depict the products benefits.
Not all medical staff is well educated and trained. Medical experts need to work on their professional growth all the time, update their knowledge and practical expertise.

For the global launch of the project it is recommended to issue a large stock of materials, building (this may seem disturbing) an immersive disaster park .

It will be great to give people an opportunity to learn how to behave in the distractive nature disaster aftermath settings.

We can use a half-deserted location and build an immersive disaster park there. A destroyed place where in hard-access areas people (set up actors) remain and the visitors, under the supervision of experts, would be introduced to modern medical and disaster relief technology.
idea
Previously we said that the fast-paced advancement and volume of innovations that happen in the health care globally lead to changing the model of consumption of medical services. Paying for treatment will be replaced by paying for performance.

We are on the verge of finding cure for previously untreatable diseases. We can expand life for people with AIDS, HIV, genetic illnesses that make their life harder. We interfere in the human, and not only genome.

We are moving in leaps towards "immortality". Or at least to human life unlimited in time. And what's fascinating is there is a feeling that many people who live today will live to see this moment.

It would be a shame to live just a couple of years short to that moment of actual "immortality". Because on that day the new history of humanity will start. This will be what a pop culture will call Day X.
Experiment X.

Our hypothesis is that in the foreseeable future the medicine will change. We will cure illness and not treat them. We will improve the health condition of people and not maintain it. Treatment will take hours and not years. Every human will be able to choose when to leave.

We are confident that this future will come sooner than we can presume. The only question is will live to see it.
Brand Pyramide
Experiment X
brand essence
Experiment X – is a generalized character of the «scientist messiah» – collective discoveries that can prevent undesired death.
brand mission:
Help a maximum number of people to witness Day X with the help of biotech tools on top of the edge.
Brand character:
Dream Big, Exciting Experience, Pioneer
Brand Pyramide
IGLOO
Multi-test analysis of biochemical processes that helps monitor micro-changes in the blood to determine the condition, monitor the condition and improve well-being.

Igloo is a product that can be used in both ambulance cars and ER, at home and in the doctor's office.
details
Seven Communication
Seven is a digital survival guide that helps you live longer. Long living – is a cure against unexpected death.
Activities
Endless Bucketlist
Together with consumers we will create an endless bucket list – a list of things you have to do before you die.
And based on the bucket list we will build another communication for Seven and other projects under Experiment X.
For example:

If you already have 370 countries to visit, just get enough time you need on this planet
.
Activities
Future events
Robert Rodriguez and John Malkovich made a movie that can be seen only in 100 years. The premiere is on November 18, 2115.
To promote our story we can also use and appoint events with long expectation period. Thus, we show that we make long-term plans. In addition to that, we suspect that availability of such events will have a therapeutic effect. Meaning, that with the increased pace of life we are offering an alternative of peaceful waiting.

These can be both special events and medical tourism trips, music concerts or events at the cross of lifestyle and innovations.

With Idea 1 we promise people more time. As time is the X factor with Experiment X and Igloo.

On the one hand, decreasing time for testing and obtaining results. On the other hand, prompt and timely decisions can indeed improve a patient's life and increase his life duration. Yet another aspect, Igloo is the product of its time that appeared due to the need to process a lot of materials in a short period of time.
idea
Health is an unpredictable and sometimes evil lottery. We are far from being always able to affect its results. But there is a feeling that facing something large and hardly manageable is not a new thing for us.

Businessmen are at war with the invisible hand of the market, innovators are trying to solve the issues of global scale, brokers are trying to guess microchanges at the stock exchange while making their forecasts and trendwatchers are designing models of the future based on rare singular cases.

We are trying to manage the global with the help of micro-reactions based on insignificant events. Goliath has fallen from a small stone. The same stone that will start a tsunami if you throw it in the middle of the ocean.
We are grasping at these small things in the face of huge changes. At the end of the day it is hard for us to accept that there are changes not in our power. It is human nature to believe that anything that can change can be changed by us.
Everything that can change can be changed.
What's about
EXPERIMENT X
brand essence
All that can change can be changed.
brand message:
X is a variable. By changing it in the equation we can change its outcome.
brand character:
Dream Big, Devil in the details, Inspiring, Humanity oriented, Personalisation
What's
IGLOO
Igloo is a tool that, helps you track the smallest and most insignificant changes that can be cause big results and changes.
What's
SEVEN
Seven is your control over daily changes both in the surrounding world and inside yourself.
Activitites
Changes starts from the inside.
Based on a simple mechanics example we can show how exactly individual elements in the blood can affect the behavior of people and change them unrecognizably. This story will work not only as entertainment, but also as education for medical staff. Like this example
A chat bot with adjustment control of chemical elements. For example, we can add testosterone and it will talk in a more rough style. Or you can make it depressed. Or make it super happy.
Activitites
Change yourself
Doctors say that they advise their patients not only the apps that are in somehow health related. Doctors more often want the apps to help the patients to track their condition and follow a healthy life style.

That is why we propose to make Seven into an app that helps the users not only track their condition but also achieve results that will be beneficial and understandable for them. By improving the emotional background we can help doctors to maintain the well being of the patient.

The patient builds graphs evaluating visually their levels of happiness, energy, depression, activities, etc. Seven provides clues how at the level of standard processes they can affect their daily condition (celery for allergy, running for depression).
Activitites
CRYPTO HEALTH
Seven offers to evaluate health based on the available data, but based on the potential of a given patient it will open up all the peculiarities and advantages of one's own health.
Today we believe that everything can be quantified and everything is countable. Even such intangible things as a misstep or a hope. A CEO says something wrong and it affects the price of the company's shares.

A new currency promises a decentralized system that can change the world and its price rises. Health is also routinely quantified and is assessed based on these numbers. People begin to understand that it can also be managed based on such numbers. As if health is come kind of currency. Invest some resources today and tomorrow you will get the dividends. Make a wrong management decision and the value of your health will collapse.

Based on the results received from an Igloo user, Seven can predict the most right "investments" of time and efforts in health. And if the user implements them, he/she can get bonuses. For example, the most obvious one here is a discount for health insurance.
idea
We do collect a lot of data about ourselves and everything that surrounds us. But if you try to answer why we need these data then sooner or later, in a couple of steps we will understand that by collecting data about our condition we have one goal -- to find out if we are fine.
Medicine still remains important and complex for a lay-person sphere. We are involving a third party regarding our well-being and health, having in mind these objectives:

  1. To soften the first impression from our test results
  2. To hand over the responsibility for making the decision to another party.
If we talk about Igloo, testing should become a product of constant use. Initially, we wanted to work the story of "caring about others" or "care about yourself". But the subject of "caring about others" is the platform for medicine and pharma companies in general. Most probably, the big pharma understood something along these lines: in the modern world we care about our personal health rarer than about the health of our loved ones, when it is the health of someone you care about you go active and get into the ultra care mode.

Indeed, the shock from health problems is reaching us mostly through others. Our personal malady means encountering the unknown, large-scale, uncontrollable. Even from the point of view of motivation, we don't always have the strength to face the new status, let alone fight for our health.

When it concerns the loved ones, overcoming the illness is the new goal and necessity. The illness destabilises everyone but it's easier to fight it indirectly than by facing it.

Sometimes even the relatives ask the doctors to not disclose the hard diagnosis from the ill one or to not disclose it further. The ill prefer not to talk about the illness. And the people around them believe that the knowledge distabilises and kills the motivation to fight.

In the end we understand that these are all disputable situations, but when combined with the information from before we have come up with the following.
In fact, any health tracker and any app that helps you track quantifiable parameters of your health and identify the parameters compared to 'normal' says only one thing:

The only thing that we really need is that we are normal. But medicine has no 'normal' concept. There are only 'insignificant digressions', 'no hazard for health'. 'within normal parameters range'.

The language of health is complicated and a little bit awkward and demands constant clarifications. The language of health is the language of probabilities, accidental connections, tests, experience and unpredictability. It is the language that sounds gibberish if you haven't been trained in it.

Mostly because patients prefer alternative medicine. Because faith is a stronger foundation. Unlike the scientific-medical lingo. Believing that crystals and magical colors have a bigger impact on physiology is easier than imagining all these DNA connections, antibodies and so on.

Experiment X, as the key project, can work with the language of medicine. It can try to explain medical parameters and peculiarities with the language understandable to the end user.
3 types of language
Scientific
The language of frail connections, industry lingo, massive rules of structure and probability.

Everyday
Different directions of learning program
Esoteric
Symbol language that hides the biggest part of subtext, making strong connections.
Probably, Experiment X should speak all three to deliver the idea to the mass audience.

brand essence
Experiment X is an experimental company that helps medicine be simpler both process wise and from the point of view of communicating with he patients.
brand mission:
Reinvent medical services. Make them simpler, clearer and more accessible to people.
brand character:
Dream Big, simplify, self-inspection, immersive experience, bio-hacking, wellness.
What's
IGLOO
Igloo is a tool for monitoring internal processes that demonstrably shows based on simple examples how our consumption can impact our well-being and behaviour.
The functionality of tests should be clear and understandable to every person. More over, the tests are of course interesting by themselves. But after receiving new information people should solidify it and double check it.

Experiments is a series of video lessons from the ambassadors of Experiment X that will promise to teach to correct blood parameters with everyday events. They will check and increase the level of testosterone with the use of simple products or with certain activities. They will decrease the level of immunoglobuline E with the help of celery .

What's
SEVEN
Activitites
12 tests instead of 12 zodiac signs
With the help of Igloo and a special program 12 Tests we can analyze the exact parameters and create a small internal portrait of a person. Tell certain information about him/her using only what is inside the person.
Activitites
Simply Seven
Maybe it makes sense to try several versions of Seven app. A detailed one, or course, but also a very simplified one that will basically tell the information from the point of view not numbers and digits but more understandable design elements.
Made on
Tilda