Introduction to the 2009 Heath & Wellness Segmentation Study

This article discusses recent U.S. consumer trends in health and wellness, in the context of the healthcare debate.
Wide-ranging reforms of government healthcare are planned. People are worried about the costs associated with these changes, but optimistic about their own health. Consumers believe they will improve their health over the next year. The research suggests that "Health 3.0" is emerging with the reform process: healthcare is to be collaboration-centred, rather than consumer-centred, with the healthcare industry taking more responsibility. People want a more "holistic" system, and demand increased authenticity and transparency. Interest in alternative medicine has risen. Recently, some health trade-offs have resulted from the economic downturn, due to the squeeze on household budgets. Retailers also wield an...

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