THE WELLNESS MARKETING
THE WELLNESS MARKETING: New strategies for new trends
ANCARANI Fabio, GISCO Aurelio, QUARANTA Maurizio
The wellness marketing is a new trend that is spreading strongly on both the demand and the supply side, radically transforming business models and marketing strategies of companies and entire industries. Some examples are obvious: the traditional dental practice evolves towards “smile clinics” chains, the traditional pharmacy gives way to the formation of genuine retailers with large exhibition space, sophisticated merchandising and a wide range of offerings, in which the part devoted to the prescription drugs does not predominate. The producers operating in the healthcare and medical device industry are increasingly moving from the simple production of machinery to the production and marketing of miniaturized and digital devices which also target general practitioners and patients. The pharmaceutical companies are suffering from the competition of companies operating in the cosmetics and food industries that, with functional food and products replace – clearly not in case of serious illness and diseases – some pharmaceutical products: from anti-cholesterol yogurth to the one strengthens bones, to food supplements and forth. Gyms, clinics and spas gradually becoming more alike; gyms offer beauty and health treatments, while clinics offer wellness treatments.
Paul Zane Pilzer on his “The wellness Revolution” defines that the wellbeing industry is proactive where people voluntarily decide to become part of the wellness industry while the conventional Healthcare is reactive where people become clients by necessity and not by choice.
If You believe these are the new trends and the new challenges, You have to decide which are the marketing strategies to be implemented, which strategies and which marketing activities are effectives and, last but not least, how to combine client and marketing orientation with essential technological capability to achieve success.
Wellness Marketing aims to provide concrete answers to these question, investigating the forces that drive the emerging of a wellness marketing, trying to clearly define the concept.
MAURIZIO QUARANTA
- ASSETS INTANGIBILI, BENI TANGIBILI E LA CRISI IN ODONTOIATRIATRIA
- THE GREAT CRASH ED UN PO DI SANO REALISMO SUL COMPARTO ODONTOIATRICO