THE HEALTH ISSUEMarch | 2013

v.5

CONTENT______________________________________________________________________

1. BACK TO BASICS

2. PATIENT LIES

3. MARKETABLE HOME REMEDIES

4. HANGOVER HELPER

5. HABITATS & HEALTH

6. DIGITAL FITNESS

7. MENTAL HEALTH & SOCIAL MEDIA

8. A SELF-DIAGNOSING SOCIETY

9. SCIENCE, HEALTH & TECHNOLOGY NOW

BACK TO BASICS_________________________________________________________________________________________

SITUATIONA growing number of new health movements focusing on natural and minimalist living have emerged. Fueled by a nostalgia for simpler times and a desire to connect with our human roots, these movements are composed of exercise, diet, and philosophical regimes to drive people toward ultimate !tness. They are all guided by a resounding rejection of the processed, manufactured, and super"uous. Unlike older diets like the Zone, which feature manufactured bars and shakes, and workout fads like 8-minute abs, which conform to the time-crunched modern lifestyle, these new health trends resist the modern tendencies toward convenience and e#ciency, instead championing the primal and essential.

WHAT WE’RE SEEINGChristopher McDougall’s book Born to Run, which explores the human origins of endurance running and a reclusive Mexican tribe of endurance barefoot runners, is somewhat of a bible to the growing barefoot running movement. Since it hit bookshelves in 2009, many runners have tossed their cushioned sneakers aside, championing the primal and physiological origins of running barefoot. Sites like barefootrunning and the Natural Running Center provide resources and forums to help you “discover your natural potential” through barefoot running. The Paleo diet promotes a similar return to primal roots, prescribing a diet that’s meant to resemble that of our Paleolithic ancestors.

WHAT WE’RE SEEING

IMPLICATIONSNike, Merrell, Vibram, New Balance, and other brands have already capitalized on the “natural” !tness movement, creating barefoot and minimalist running and exercise shoes. However, there is still great potential for other products to adapt to this growing trend. The challenge will be creating products that are thoughtful, but aren’t manufactured (or at least don’t feel manufactured). This might inspire new brands centered on completely natural whole foods to emerge. A surprising number of companies have already arisen focusing entirely on Paleo foods, including Paleo Baking Company, Paleo on the Go, and Mod Paleo, which all specialize in to-go and prepackaged Paleo foods. Wonderful Pistachios, a brand that only sells whole and shelled pistachios, has appealed to a wider audience, advertising their wholesome and minimally-processed snack during such widely watched programs as the Super Bowl.

Also known as the caveman diet, Paleo extolls processed foods and calls for a diet of meat, !sh, and vegetables that is meant to re"ect our natural digestive process. The popularity of this trend has increased as more people have adopted this diet

along with the intense CrossFit regimen, creating a lifestyle movement founded on natural toughness and !tness—obstacle races like Tough Mudder and Spartan emphasize primal physical !tness.

PATIENT LIES________________________________________________________________

SITUATIONHow many drinks do you have in a traditional week? How frequently do you exercise? Do you smoke cigarettes? When your doctor asks these at your next visit, will you tell the truth or distort it slightly for fear of judgment? While patient lies are common, they are becoming increasingly more di#cult for doctor’s to detect, due to shorter patient-doctor interaction times.

WHAT WE’RE SEEING• Although 28% of patients lie or omit information to their doctors,

doctors actually expect worse. 77% of doctors suspected more than a quarter of their patients were lying to them, and 28% estimated that at least half of their patients do. This trend of distorting the truth is more common among 25–34 year olds, and twice as likely among males than females.

WHAT WE’RE SEEING• For extremely personal issues, instead of lying, some patients are

forgoing uncomfortable face-to-face conversations with their doctors and discussing topics with doctors online in order to reduce the unpleasant feelings. 41% of people feel more confortable asking questions about sex-related issues online than in person.

• It’s not just patients that are stretching the truth—doctors are lying as well. One in 10 doctors knowingly lied to a patient in 2011, and roughly one in 5 didn’t disclose a medical mistake for fear of a malpractice lawsuit.

• On average, researchers estimate that 50% of patients do not adhere to medication regimens prescribed by their doctors. This could be due to lack of concern for the issue at hand, forgetfulness, or even ine$ective communication about the adverse e$ects of not adhering.

IMPLICATIONSAlthough patients may distort the truth with their doctors, there are a growing number of ways that technology can aid in catching these lies and improving medical adherence. One example is the Ingestion Event Marker (IEM), a digestible sensor powered by stomach "uid that transmits a signal to a patient’s medical professionals, con!rming the adherence to a medication, as well as physiological and behavioral metrics including heart rate, activity and body position. Contrary to some opinions, these technologies are not designed to spy on patients, but to better understand how treatments are used and how best to tailor the medication.

MARKETABLE HOME REMEDIES

________________________________________________________________________________________________________

SITUATIONDespite hampered economic growth and high healthcare costs, consumer interest in proactive solutions has driven sales of OTC products and home remedies to an all-time high. This drive toward natural healthcare and preventative solutions has boosted the popularity of some unconventional and exotic products into the forefront of today’s consumer food and beverage market. A few drinks have moved from traditional homes and tea houses to the health food or beverage aisles of supermarkets, and they are !nding a wide fan base in cosmopolitan tea enthusiasts, !tness-water fans and health gurus.

WHAT WE’RE SEEING

1. KombuchaA 2,200-year-old Chinese recipe, Kombucha tea is made by mixing a fungus-like substance with green or oolong teas, then allowing the concoction to ferment. Kombucha tea is known for its detox e$ects and high level of antioxidants. Celestial Seasonings o$ers kombucha drinks combined with various juice "avors or herbal highlights for speci!c health bene!ts.

2. Coconut WaterA tropical staple, coconut water has been recognized in today’s beverage market as the ultimate !tness drink. As a complementary option to sports drinks, coconut water represents a health drink that is all natural. Packed with electrolytes, coconut water is seen today as the ultimate healthful thirst quencher.

IMPLICATIONSThe time is right to bottle traditional remedies and bring them to market. Consumers are thirsty for options that o$er health bene!ts, exotic tastes and portability. The mainstream treatment of exotic drinks has been challenging (Honest Tea bid farewell to its kombucha line), but some brands have continued to market them with success. Some independent cafes, such as The Hungry Ghost in Brooklyn, NY, are now carrying kombucha on tap. But how can brands sustain the popularity of such niche drinks if the home remedy trend passes? Could there be an opportunity to market these health-conscious drinks to speci!c segments — aging consumers or people under the weather? A particular challenge for these naturally healthy and unprocessed yet pure drinks is the potential price point. Unlike formulated beverages such as green tea, the procurement or development of coconut water and kombucha drinks is still laced with the issues of availability, quality, and perishability. As such, kombucha and coconut water drinks sell for roughly double the price of mass-market sports drinks. With these price challenges, what can brands do to convince health-conscious consumers that herbal/traditional products are worth the cost in the long run?

HANGOVER HELPER_______________________________________________________________________________________

SITUATIONBloody Mary. Greasy food. Gatorade. Many turn to these remedies, along with a handful of others, to help cure or at least expedite the dreaded hangover that hits the morning after a long night out. The alcohol industry is a major contributor to the U.S. economy. Out of every $100 American consumers spend, about $1 goes to alcohol. With an audience that begins legally at age 21 in the U.S., and in a world where hangovers are taking center stage outside of our bedrooms and on the big screen, new options are available to combat the side e$ects of heavy drinking — and will cost you as little as $99.

WHAT WE’RE SEEINGCompanies are beginning to capitalize on consumers’ desires to feel better, faster after a party-hard night. For a quick, low-cost remedy, consumers have these !xes: Drinkin' Mate e$ervescent tablets, Last Round natural supplement, or even the Zaca Herbal Hangover Patch.Revive, a “hydration clinic” in Chicago, o$ers a combination of intravenous (IV) "uids, vitamins, and medication. Solutions can be altered to add nausea or headache medicine depending on patient needs. In less than an hour, for $99, patients receive personalized solutions from medical sta$ in a comfortable and secluded setting. Out!tted like a spa, rooms o$er desk space for busy professionals, windowless areas for light-sensitive eyes, and a plethora of salon-like goods such as magazines, mint gum, coconut water and cold eye masks.

WHAT WE’RE SEEINGOn the Las Vegas strip, Hangover Heaven promotes their mobile clinic, traveling from hotels to homes and accommodating between 10–14 people at a time. Hangover Heaven promises a 45-minutes-or-less cure ranging from $99–$199 with a variety of treatments like B12 shots, IV B and C vitamin replacement and IV hydration.

IMPLICATIONSConsumer demand for goods or services o$ering a “quick !x” is nothing new. 5-hour ENERGY® shot promises an instant boost to put more pep in your step, while Grey Touch-Up by Nice ‘N Easy gives “restored con!dence in 10 minutes.” Silver bullets to help cut corners and reach desired goals faster and easier are sought out by consumers. These “hangover cures” have joined other products and services as part of a growing trend identi!ed by Trendwatching called “Nowism.” A hangover, once considered a nuisance managed only by saltines, ginger ale and a day in bed, has created businesses that cater to its e$ects, proving there’s a market out there for anything.

HABITAT & HEALTH______________________________________________________________________________

SITUATIONWhile physical, mental, and social well-being are interconnected pieces contributing to overall wellness, the impact of space and architecture are becoming more prevalent considerations. New ways of thinking about design go beyond traditional building concerns, like air quality and chemicals, to include all elements of the design process. Conditions such as heart disease and obesity are not merely consequences of genetics or behavior, but of environmental factors as well.

WHAT WE’RE SEEINGHealth Impact Assessments (HIA), which evaluate the potential health e$ects of a building design, are becoming increasingly popular in public building projects. In the past six years, the Center for Disease Control has progressively promoted the use of the HIA in state and county projects, providing funding and education for projects nationwide through its Healthy Community Design Initiative. Denver has recently embarked on one of the biggest public housing projects to utilize this tool, redeveloping its Mariposa project to encourage the better health of its residents. The new buildings will include centrally located staircases, natural light, community gardens, and other features to help combat obesity and high-blood pressure rates and promote a more healthful community.

WHAT WE’RE SEEINGPrivate developers have also been embracing healthful design. The development company, Delos, focuses entirely on “wellness real estate.” Working with Columbia University, Delos has created the WELL™ Building Standard, health-focused design guidelines to help promote and codify their healthful-living practices, which are said to improve sleep, stress, and other health factors.

IMPLICATIONSWith this broader view of health, there is great potential for brands in previously unrelated industries to develop new products and services. One new company, CubeSensors has already capitalized on this potential, developing small devices that monitor particular environmental factors to help improve indoor spaces. As consumers become more aware of spaces and design, retail brands will also have to become more cognizant of how they utilize space, creating environments that are not only psychologically inviting, but also physically engaging.

DIGITAL FITNESS_____________________________________________________________________________

SITUATIONIn the not-so-distant past, technology was seen as the antithesis of athletics and personal !tness. Sedentary engagement with the TV box or computer screen was regarded as the ultimate barrier to a healthy lifestyle. However, we are now seeing such beliefs and criticisms being turned on their heads as digital is merging with actionable to help people engage in !tness-based activities. No longer are technology and athletic activity divergent; we are seeing the two converge in the most innovative and engaging platforms.

WHAT WE’RE SEEING

Following Wii (sports) and Nike+ Kinect (work out via Xbox 360), the latest in digital !tness is the addition of the social; Wello is an online !tness center that combines at-home convenience with personal training. The company o$ers web-based workout trainers who instruct and guide consumer through their routines.

They also o$er group work out sessions, merging the social with digital !tness. And it is proving an e$ective way for people to not only !t in their workouts during their busy schedules, but also to reconnect with long-distance friends in a new way. With the added bene!t of convenience and cost, freedom and "exibility, people are now looking to the digital for a breadth of wants and needs.

IMPLICATIONSAs media channels and platforms prove increasingly versatile, consumers are turning to their screens for everything from a college degree to a good workout. How can brands further engage with people by capitalizing on this trend? With barriers breaking down more and more, the digital seems to be providing solutions to seemingly improbable problems.

MENTAL HEALTH & SOCIAL MEDIA

___________________________________________________________________________________

SITUATIONThe intersection of social media and mental health has emerged as an interesting social amalgam. Social media has become a large platform on which people are voicing their mental health concerns or intents.

WHAT WE’RE SEEING• For those a$ected by severe natural disasters, social media has

been seen to improve their mental health. Beyond receiving food, shelter, and other necessities, being able to connect with their social support system via social networks is an integral part of their psychological recovery process. The ability to share stories, memories and re"ect on the aftermath of the disaster helps in the healing process and protects from the development of adverse mental health consequences.

• As internet users increasingly share their emotional ebbs and "ows on social networking sites, social interventions can help prevent mental health crisis, with even further potential to help save lives. After a young college student posted on Facebook that she hated life and could just “give up on it,” helpful and supportive comments came streaming in from friends, coworkers and faculty members, not only on Facebook but via texts, emails and in-person visits. While she wasn’t planning on hurting herself, she was headed in the wrong direction emotionally. The positive reassurance from her social community helped put her in a much more optimistic state.

WHAT WE’RE SEEING• Unfortunately, these supportive networks aren’t always present

and people are reaching out to their social networks to say their !nal goodbyes. Before committing suicide, rapper Freddy E professed his love for his family and wrote on Twitter “im sorry…It’s…all…bad…ya’ll *puts !nger around trigger*.”

• As consumers increase their dependence on Facebook, signs of psychological disorders such as anxiety and depression are becoming more and more apparent. Those with lower self-esteem tend to post negative comments, and in turn receive negative feedback, while the positive posts from people with higher self-esteem are rewarded with more upbeat comments and “likes.” Teens using Facebook often have more narcissistic tendencies while young adults who frequently use Facebook show signs of antisocial behaviors.

IMPLICATIONS

Social media companies are working hard to act as a positive aid in discovering serious mental issues on their sites. For example, Facebook has partnered with Save.org, a suicideto help detect potential suicides as early as possible. By researching the online behaviors of suicide victims in the months leading up to their deaths, they hope to catch warning signs earlier and prevent future suicides.

prevention group,

A SELF-DIAGNOSING SOCIETY

___________________________________________________________

SITUATIONThere is a wealth of health information available today. From word of mouth to the Internet, the democratization of health information is not only pervasive, but also verging on being overwhelming. What used to be considered a specialty !eld has opened up to anyone with an Internet connection.

WHAT WE’RE SEEINGFor younger Boomers (born between 1955 and 1964), the Internet is the top source of health and healthcare information they turn to. Following that are personal networks such as family and friends. Only then do people turn to the expertise of professionals. The reliance on online resources such as WebMD has increased steadily, not simply for the information it provides but arguably more so for the opinions that other consumers share on the site — one of the most common themes in 2012 was WebMD’s “user ratings” for prescription drugs. Online consumers are demanding more than cures and diagnoses; they are seeking preventative methods and alternative treatments from fellow patients.

IMPLICATIONSAs online consumers become increasingly reliant on nontraditional experts, businesses are tasked with meeting these needs through nonconventional delivery methods. Consumers are seeking e#cient and hands-on ways to manage their health needs. Brands that allow patients to play an active part in this are positioned to succeed in the long run.

SCIENCE, HEALTH & TECHNOLOGY NOW

______________________________________________________________________________________________________

SITUATIONIt is believed that in the late 1800s, people urged the closing of the U.S. Patent O#ce; they believed that everything that could be invented had already been invented. We know today that change happens at an accelerating velocity, and things keep happening faster. This applies to health and technology. With the continuous "ow of mind-shattering innovations and life-changing ideas in health and medicine, there is even a TED conference solely dedicated to medical technology — TEDMED. As evidenced on the site, we are witnessing three concurrent revolutions in Nanotechnology, Biotechnology, and Information Technology — each riddled with some thought-provoking possibilities.

WHAT WE’RE SEEING1. Nanotechnology: Today, we are able to manufacture things at

the molecular level. For the !rst time in human history, we can engineer new materials one molecule at a time. This makes 100x more materials available to us today than ever before, and opens up all sorts of applications, including arti!cial organs, ultrasound technologies, and nanowires and nano!bers that can stanch bleeding immediately.

2. Biotechnology: We are at an age where preventing and curing disease and replacing defective parts of our organ systems are no longer remarkable feats. With organ transplants, stem cell therapies, and the rise of 3D printing technologies, science journals are peppered with articles not only demonstrating

WHAT WE’RE SEEING that bioengineering human organs can be a common practice, but

preventing aging and stopping human death can also be a real possibility.

3. Information Technology: We are in the third wave of information technology. As we becoming increasingly more virtual and less reliant on the physical to disperse and receive information, there is increased focus on speed and bandwidth. And, while the human brain is impressive, the CPUs around us keep doubling in capacity every 12 to 18 months, leading to the prediction that in the year 2050, there will be no need for biological brains — everything we think will be thought virtually and computationally, preserved in the digital world. (Lewis Duncan,

President Rollins College, Former Dean and Professor of the Thayer School of Engineering at Dartmouth College.)

IMPLICATIONSAs nanotechnology, biotechnology and information technology converge, no longer will our evolution be driven by our environment, but instead by our own competitive pressures. This human-directed self-evolution has allowed us to create digital worlds, but has also shined a spotlight on the question: what does it mean to be human? A few long-term questions we should all ask ourselves are:

What are the ethics of genetic re!nements and enhancements?Does the value of life derive in part from its !niteness?

In this emerging technological future, will we be better o"?

Earlier this month, a baby was cured of HIV for the !rst time. Today is only the beginning of our post-biological, transhuman future. We will be confronted with a plethora of challenging questions moving forward, and we may be looking to brands — the products and services that inform us — to answer them.

NOTES_____________________________________________________