Yesterday I received an email, as I do each month, from a company called Trendwatching. Trendwatching calls itself a trend firm, "scanning the globe for the most promising consumer trends, insights and related hands-on business ideas." Each monthly email highlights a new trend, and this month the concept of "demanding brands" was highlighted.
Demanding brands are defined as brands that demand a certain action from their consumers that ultimately betters society, the environment and/or an individual's health/lifestyle.
Trendwatching uses the word "brand" loosely, as a few of its examples of demanding brands are actually municipal governments. For example, Los Angeles has banned free plastic bags at stores in order to improve the environment, and nine districts in Manila, Philippines, have banned plastic bags altogether. Concord, Mass., has banned the sale of plastic water bottles. Another example: A restaurant in Japan that fines diners for not finishing a salmon roe dish, with the proceeds going to a fishermen's fund to help those who endure dangerous conditions to harvest the roe.
As I was reading the report, I couldn't help but think the idea of "demanding brands" could provide some insight to health systems, particularly as they take on the new role of promoting population health within a community. While the report explains that demanding brands may alienate some consumers, demanding brands also gain many consumers' respect.
"Ultimately, consumers will have deep respect for a truly demanding brand: one that pushes them towards taking action that — while painful — they know to be right."
Certainly health systems face different business challenges than most consumer-directed businesses. Healthcare providers can't achieve their missions if the alienate individuals who don't want to be prodded into maintaining healthier lifestyles. Instead, these are the individuals that health systems will need to most engage.
However, the idea of demanding brands is useful to some extent. If healthcare providers were a bit more demanding of their patients' behaviors, would the patients have greater respect for the provider, and be more inclined to demonstrate healthy behaviors?
Most people can think of a teacher or boss who demanded greatness from them. I think of my high school chemistry teacher, the toughest teacher I've ever had, even more so than graduate school professors! He challenged every student, and I never worked harder or felt more accomplished than when I'd ace one of his tests (only possible after the curve).
Perhaps patients would feel compelled to similarly give their best effort to providers who demanded it from them?
Certainly physicians need to be sensitive to patients and their challenges, but part of me wonders if physicians don't demand enough of their patients now. Do they really push them to lose weight, or is it casually mentioned? The same goes for giving up smoking. Hopefully the introduction of patient-centered medical homes and payments tied to population health will improve this, but until then, perhaps providers could learn a thing or two from demanding brands.