The definition of health is changing. Holistic health is the new frontier. What does it mean to the OTC and pharma industry? Find out here.

1. Holistic
Health
10 Insights into
a booming sector

2. Growth
Stories
Bringing you a flavour of business
growth trends...in just 5 minutes
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3. I'm in control
The genie is out of the bottle;
health is also a lifestyle issue,
not just a medical topic
Good health lies outside of the
doctor's surgery
Means people have to take
personal responsibility

4. my health
Patients are defining 'health'
more broadly than ever before
It's mind, body and soul
Which means: hygiene,
beauty, ageing, spirituality,
well-being, nutrition, sport,
happiness, brain-health,
medicine, breaking news,
supportive social circle,
holidays, sleep....

5. blurring
Industry too is blurring the
boundaries of health:
Cosmeceuticals
Functional foods
Dermaceuticals
Nutraceuticals
......

6. not alternative
It's easy to see why holistic medicine is booming –
sociologically speaking it is mainstream; it's
'orthodox' western medicine which is increasingly
alternative
Holistic health is:
Based on individual's responsibility
Doctor's proactive aim is to keep
patients healthy, not treat the ill
Lifestyle and context based personalisation
Treatments are customised and evolve over time

7. word of mouth
A holistic approach to wellness lends itself to gossip
For example, in the Philippines, health is a regular
subject of conversation with advice and tricks
Older people, too, exchange health tips regularly
- so you hear that urine might have an anti-cancer
effect
- or that some berries ease arthritis

8. health as hobby
Launched in 1990, Top
Santé has a readership of
3 million in France
Health is now as
interesting as it is
important

9. ha vio urs
new be
Detoxing: Binge then cleanse
Sacrificial balancing: Toffee
cake today, nothing tomorrow
Health trade-offs: Gym workout
then off to the pub
Down-shifting: Give up high
powered effort for laid-back life
Chilling: Productively doing
absolutely nothing

10. long term vision
Increasing integration of longer term
strategies in health management;
awareness of life's stages
Young: Don't need to bother about my
health yet
Middle Aged: Make peace with my body;
care and nurture it
Old Age: Shepherd my resources

11. impact on OTC
Over the counter products will be
seen as part of the answer but rarely
the sole solution
Marketing one-stop solutions risks
frustrating consumers and
engendering mistrust
A gradual phasing out of one-size-fits-
all towards more personalisation

12. new categories
Holistic medicine opens
the way to innovate new
products and services I'm thinking: a
range of
Whole new categories of massage creams
for specific
healthcare remain to be
meridians
uncovered

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14. Working with Future Coaching
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15. What is Futures Coaching up to
during June 2012?
Making a Key Note for NGO Fundraisers in Geneva
Pitching to build an international development strategy
for a major European agency
Delivering insights around 'community' and what it will
mean in the future for a British bank
Developing proposals to lead two major studies in Asia
Pitching book ideas to Pearson
Scripting my first videoblog

16. LONDON • PARIS
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Email: chris@futurescoaching.com