“You need two things to get mass consumer uptake. Design and distribution.” That was the smartest thing I heard at the Everywhere Healthcare conference in Vegas last week. It was Zeo co-founder Ben Rubin’s answer to Jen McCabe’s simple question:
“How come consumers aren’t rushing to adopt these personal health solutions?”
Lord knows there are many other ingredients in the secret potion for consumer success, but I’d have to say that design and distribution are indeed at the top of the list. Design doesn’t just mean form or physical design-it’s the whole “experience design.” But what I want to focus on is the second “D” for distribution.
For consumers to adopt your health-widget, it needs to be readily available and promoted. The more places the better. The success of the iPod has as much to do with the iTunes music distribution channel as it does with a sleek but simple mp3 device.
Have much do you think about distribution? If you have a unique personal health device perhaps distribution channels could include Brookstone, gyms or fitness centers, running stores, weight loss centers, yoga schools, the list could go on and on.
But even if your “product” isn’t a product, blow your mind and think about distribution. Just brainstorm for awhile. Promoting your health system or hospital? That’s local and (of course) you are offering authentic value through educational programs, right? But WHERE are you offering those? Only on your own website? Only through quarterly newsletter mailings? Again, think of all the other health channels in your area. Think of the people interested in your program-what else are they interested in? Maybe distribution is local fitness coaches, health food stores, senior centers, day care centers, etc.
Promoting a prescription starter kit or co-pay coupon for your product? It still works the same way. Think about who else reaches your target health consumer and see if you can partner in some way.
If you want to drive health consumer adoption of your product or service, think distribution.
