Four ingredients for innovation (in rank order)

1.People want to retain their youth, remain potent, be connected and yet products which ultimately harm what people value are being successfully marketed. People buy these products believing the promise of youth and glamour. Health promotion will pass mustre when their boring message is translated from what you can ‘prevent’ that seems to you unlikely (cancer) to what you can retain or regain that you value at a primordial level.

I want it.

Question for innovator: Why would anyone choose to act on your promise above some other that also promises youth, potency and or social connection?

2. Deliver messages about your product by someone the person trusts – ideally the person themselves. Messages that are deposited deep behind the person’s psychological defences are highly effective. Such messages are especially potent when they appear to come from what the person perceives to be their future self.

It’s about me.

Question for innovator: Can your quarry clearly see themselves in the story of  your product?

3. Make the user of your product a hero. Persuade him that he can have or do something that will make him feel and or look very good, very soon. Something that he did not think was possible but is now with your help within his grasp.

I will feel good very soon.

Question for innovator: How does your product make the target feel good?

4. Talk about your ideas when the recipients are ready and willing to hear them. Ideally not when you are competing with other things that the customer, client or patient considers urgent and important.

I hear you.

Question for innovator: Why should the customer choose your product now?

Each of these is a necessary but not sufficient ingredient for successful innovation especially in health care.

Picture by tec_estromber

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