Personal Health Ecologies: Mapping Consumer Health Management
Personal Health Ecologies: Mapping Consumer Health Management in the Next Decade
As markets fragment, it is increasingly difficult to identify meaningful patterns of consumer behavior. Health and health care consumers are no exception. Knowing demographic characteristics, insurance status, and even health status are no longer enough to gain strategic insight into consumer health markets. Instead, health care and health-oriented companies must seek to understand the strategies and practices that consumers engage in, that is, the things people do to manage their health. This approach requires building consumer understanding in a different way.