Healthcare marketers creating new value: actions speaking louder than words

You can tell people all day long that they need to lose weight. That they need to be more active because it’s good for their health. And they’d expect these “one-way” messages from a healthcare provider like Mayo Clinic.

What you might not expect from Mayo is a fitness device that coaxes people into action. That adds real value to people’s lives – beyond Mayo’s core business of saving lives – and helps them do more than they could on their own.  And giving them the ability to do it alongside others.

Gruve (the first of other activity-based weight management products developed in cooperation with Mayo Clinic) keeps track of a user’s metabolic progress against his or her pre-measured metabolism. The information collected is then synced to the Gruve Online website, giving users the ability to view their daily calorie burn and weight loss progress.

Here are a few important things for marketers to take away about Mayo’s Gruve:

• identifying new products and services through a filter of real customer needs (rather than through what and how you do it today), will free you to see and think in new ways about your possibilities and extending your appeal to new audiences
• these ideas are win-win’s for both customer and organization, as both grow stronger as a result of these new products
• helping people do things alongside others (people can join the Gruve “muvement”) creates an even more powerful proposition

So how can you get your “gruve” on to be more important to more people than you are today?

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

7 thoughts on “Healthcare marketers creating new value: actions speaking louder than words

  1. Interesting idea. Wonder about the $200 price point though, seems kind of steep for an audience that needs to be coaxed. Any clue how many have been sold?

  2. I normally roam all over the ‘net because I have the tendancy to read often (which isn’t always a great idea because the majority of blogs just copy from each other) but I must say that yours contains some great substance! Thanks for stopping the trend of just being another copycat site! 😉

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