Institute For The Future

Reworking Health: Commoditizing Bodywork

Last week we revealed how computation will enable us to quantify subjective experiences, such as physical pain, and pave the way for alternative therapies, such as acupuncture or even video games, to become evidence-based standards of care. In some cases, these interventions will be offered within traditional healthcare settings. However, like many of our forecasts in this landscape of shifting authorities, people will look elsewhere to meet their well-being needs. In a decade, the obvious first stop for pain management might actually be a corner massage parlor rather than a doctor’s office. That’s because by tapping into networks as a source of authority, people will use new tools to establish trust, broadcast availability and needs, and share personal and community health information. Networks will commoditize bodywork, making it an accepted and accessible treatment for a broader, more diverse, and lower socioeconomic group.

 

Massage, reflexology, and other forms of bodywork can do everything from boost immune function in women with breast cancer to improve symptoms in children with asthma. But these treatments have traditionally been priced out of reach for most Americans. They’ve also been notoriously hard to evaluate for efficacy and to regulate for safety. What if the corner massage parlor became more important than the gym for maintaining health and well-being? And what if consumer review sites, like Yelp, became the most trusted authority in a new world of well-being services?

As we are able to better measure the effectiveness of these alternative therapies, they will also benefit from the network effect. Consumer review platforms will become one-stop shops that combine local search, ratings, appointment scheduling, and even payment. Bodywork will become increasingly popular amongst an aging population. With limited budgets, many older people will benefit greatly from this hands-on treatment for chronic disease management, palliative care, or just some inexpensive pampering.