Trent Reznor, senior executive at Apple Music, said that we need to think how technology has shaped the way people listen to music. That is, in few words: “Why am I making an album? Who’s getting it? What device are they listening to it on?” and therefore technology must shape the way musician create it.
Therefore, if even someone who is by definition an artist, guided by his own intrinsic inspiration… if he has to care about his listeners, well, then it’s straightforward that we must listen, understand and personalize in the Healthcare and Wellbeing industry as well.
And any task for such purposes could be implemented through Digitalization. Meaning Digitalization as a new and more comprehensive interaction way that is going to give space and opportunity to everyone willing to act and participate in the transformation.
As any other process of change and transformation, it entails not only opportunities but also challenges.
The Opportunities reside in every interaction point existing between the main actors in the Healthcare scenario: the Expert (doctors, nurses, nutritionists, personal trainers, pharmacists etc.), the User (patient, consumer, sport athlete, etc.) and the Supplier (Pharma companies, health App developers, ingredient providers, cosmetics companies, special nutrition designers, etc.). Among them, the main character is the User and milestones have to be set keeping him at the center of every action.
This main character is a subject pretty different from his ancestors: She/he, independently from the age group, increasingly relies on web-based health information. Different reports agree in estimating that more than 50% of US and EU citizens use online resources for health information in recent years. These resources could be assorted: from institutional webs and wikis (e.g., Wikicancer), blogs, social networks and patient networks that create a supportive patient conversation ecosystem.
At Monteloeder, we have recognized the User-centricity as the key and bet on Digitalization to demonstrate the effectiveness of our ingredients: we have renewed ourselves combining our branded ingredients with the most advanced technology in product digitalization in order to make revolutionary nutrition projects a reality.
We are not offering any final-product; we have a B2B business model in which our partners are Cosmetics, Pharmaceuticals and Nutraceuticals companies.
In the previously described “healthcare scenario”, our partners and ourselves are actors with the same role: we have to share the scenario, collaborate and act in concert to perform the best symphony entitled “User-centricity”.
Since the Users are the main characters, at Monteloeder we consider that our obligation is to improve our partners ability to engage with them and Digitalization coupled to our ingredients is our answer for our partners: we are providing them with the tools to perform better and do more with less efforts.
Guaranteed better performance for our partners is having access to our exclusive formulations for their products, designed with the objective to improve the User’s Wellbeing and Health, for real.
And we know that, for doing this, it is not sufficient looking for the most effective formulation but also we must be able to promote healthy behaviors and secure the adherence towards the achievement of true results.
Indeed, we have designed different strategies to develop satisfactory interaction points with every other actor in the story: e.g. a Real-time contextual marketing platform, product-focused health-Apps, and full-transparency traceability via barcode, among others.
For the development of these digital solutions, we have considered not only the opportunities to set our objectives, but also analyzed the main Challenges for each one of them.
Apart from the most obvious obstacle and challenge represented by the ability to engage users not so prone to use digital tools, like the elders, we want to build platforms and tools appealing not only for the ones who already track their health and wellness. Our objective is motivating those who would best benefit from the technology, but who aren’t using it. A key point here is to be able to identify user needs and target each users group properly. We see this not only as a challenge but also looking for opportunities because, for example, it has been reported many senior users/patient who are not so close and familiar with the use of technology, are really prone to share their personal information with their doctors also through new ways. Then, again, the importance to focus on the User-Expert interaction with the aim to improve the user experience after having listened to and analyzed his needs. We think that with a well-designed App, with the right balance between providing significant information without bothering the user, we can improve user understanding and consequently his engagement.
Another important challenge is the ability to convince new potential users and convert a “first- time” user in a life-long one. Therefore, also in this respect, setting the focus on consumer/patient’s satisfaction is the key. We want to understand our partners’ objectives and their understanding of final user’s needs is fundamental. That’s why our ideal scenario is working closely with our partners designing and implementing a new product development, composed of Product plus its digitalization. This “Monteloeder fundamental approach” is what guides the design of Pilot projects to test any new Product launch and continuously improve the solution.
We are looking forward to collaborations and becoming partners!
Elisa Guida, Ph.D
Brand and Account Manager
