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Join MRS’s Health & Fitness conference to examine how the pandemic has transformed the way consumers think about and invest in health and fitness. Examine what the implications are for health focused brands in terms of engagement, services and strategy. Hear how brands are using insight to keep up with the evolving requirements of post-Covid health consumers.

  • Discover how Covid-19 has transformed health consumers’ behaviour and examine the latest trends in consumer wellbeing
  • Hear how agile and responsive CX research has supported the rapid roll out and strong take-up of new health services during the pandemic
  • Explore how blending health and fitness silos leads to better health consumer engagement
  • Examine how insight innovation has underpinned behavioural change with targeted groups
  • Assess how personality measurement could transform healthcare marcomms

 

Key contributions from Boots, Sport England, Bupa, Swim England, Nuffield Health, London Sport and more…

No Biography Available

09.40 Welcome from the Chair
Aoife Chew, Associate Director, The Big Picture 

 

09.55 Navigating the future of health via quantified wellbeing trends
On 11th March 2020, the World Health Organization declared the coronavirus outbreak a pandemic. Health has become the centre of our world. Trends in wellbeing-led thinking have since accelerated, leading to the prediction that “every business will be a health business”.
In this trends-focused presentation, InSites Consulting will explore 14 consumer trends, across 16 markets that define the post-2020 health consumer. The session will unveil opportunities for brands to engage with health intelligently and will compare outputs from the UK to the rest of the world. Delegates will gain a human-centric view on health, quantified insights to leverage in health and the tools to think about health trends in a broader context.
Lily Charnock, Senior Culture + Trends Consultant, InSites Consulting
Laura Hunt, Commercial Director, InSites Consulting

 

10.25 Developing a responsive CX strategy fit for a pandemic
The onset of the Covid-19 health crisis led Bupa’s customer priorities to change dramatically with the sudden increased need for remote access to healthcare being paramount. In response, Bupa accelerated the roll-out of a new suite of virtual health services including Virtual GP, Be.Me app and Video Consultations.
This session will examine how Bupa, in collaboration with Kantar, adapted its existing CX research programme to capture and measure real-time customer feedback on the new services. The new approach enabled Bupa to highlight pain points along the customer journey, identify the most impacted customer segments and extract key themes originating from coronavirus verbatims.  This critical insight has led to better understanding of evolving customer journeys and usage of the new and expanded services.
Celene McCaffery, Senior Client Success Director, Customer Experience, Kantar 
Janet Liddle, Research Manager, Bupa 

 

10.55 Break

 

11.15 Getting patients swimming: growing advocates in healthcare
Health and physical activity often sit in separate organisational silos but Covid has shown us more than ever how interrelated they truly are. Tapping into the rise of social prescribing and the NHS's focus on 'Universal Personalised Care', The Behavioural Architects worked with Swim England to identify opportunities to encourage Health Care Professionals (HCPs including GPs, nurses, physios and social prescribers) to recommend aquatic activity to their patient groups. The COM-B model of behaviour change highlighted key drivers that could be leveraged as well as key barriers to overcome. Andrew and Alya will discuss how they reached busy healthcare professionals in the context of Covid, and how the research is helping Swim England shape new and ongoing initiatives.
Alya Hazell - Associate Director, The Behavioural Architects
In conversation with…
Andrew Power - Water Wellbeing Specialist, Swim England

 

11.45 Covid-19 rehab programme: the road to recovery from Long Covid
Nuffield Health has recently launched a blended programme of physical and emotional support designed to help the ever-growing number of people with Long Covid. This follows the rigorous evaluation of its pilot programme.
The key objectives of the evaluative research were to understand how to optimise the experience of the participants and to uncover ‘guiding principles’ and a framework to help build best in class rehab programmes in the future. Nuffield Health captured outcome data to validate the effectiveness of the programme as well as recruiting participants to take part in 3 in-depth telephone interviews at varying stages of the 12-week programme to explore their journey and experience.
Hear how the impact of the evaluative research led to several changes to the programme prior to the national rollout and helped the programme stay close to the guiding principles.

Tilly Wade, Senior Consultant, CSpace
Charlotte Klahn, Market Research Manager, Nuffield Health
Aidan Innes, Research Associate & Outcomes Analyst, Nuffield Health
Marc Holl, Head of Commercial & Operations Development, Nuffield Health
Moderating: Zoe Bishop, Business Director at C Space
Joining for Q&A:
Tilly Wade, Senior Consultant, CSpace
Charlotte Klahn, Market Research Manager, Nuffield Health
Denise Hicks, Practice Director, C Space

 

12.15 Lunch

 

13.10 Personality measurement: the future of healthcare marketing communication? 
Conducted ethically, could measuring and understanding personality more effectively be key to developing a range of more effective health- and prevention-related communication strategies? For a long time, we have been aware of how our lifestyles impact our health. But perhaps it is more important to understand how our personalities impact our health.  
In this session, hear how Kantar is exploring the links between personality traits and health-related conditions at scale. Examine its work it been conducting in collaboration with the Ogilvy Center for Behavioral Science, on developing tailored-communication strategies to engage people with different personalities and cognitive thinking styles.  
The future of healthcare marketing communication is going to be all about personalisation. 
Jon Puleston, Vice President, Innovation, Kantar Profiles Division 
Christopher Graves, Founder & President, Ogilvy Center for Behavioral Science

 

13.40 Influencing women and girls to become physically active
Women and girls face substantial barriers to being active which have been further heightened during Covid-19. London Sport teamed up with AudienceNet to understand localised influences on the behaviours of women and girls in some of the least active areas within the city. 
Developing an online community, AudienceNet explored behaviours, set tasks and got a better understanding of the ecosystem of participants’ potential influencers. It went on to work closely with influencers to design initiatives and interventions. Hear how the findings have been used to develop a segmentation of less active females within the area, including mapping their journey towards (sustained) physical activity and the points at which influencers could intervene. These outputs will form a toolkit for London Sport’s partners to engage local women and girls and facilitate partnerships with relevant influencers.
Sania Haq, Head of Research, AudienceNet
Laura-Jane Taylor, Senior Research Executive, AudienceNet
Tristan Farron-Mahon, Insight Consultancy Manager, London Sport

 

14.10 Break

 

14.30 The consumer quest for digital balance: a benefit or a barrier to healthcare tech?
Drawing on consumer stories, behaviour change models and trend data, Boots and Boxclever will discuss the tension between increasing online health usage with consumers’ conflicting desire to disconnect from the digital world to protect their mental health; a need heightened by the pandemic and an interesting dilemma for healthcare and tech brands.
Explore the proposition that the pendulum may be shifting away from digital performance tracking (steps and calorie counting!) to digital detoxes, more personalised, holistic solutions and traditional methods. If this is so and consumers desire balance, how should tech and healthcare brands adapt their solutions accordingly?
Lucy Hobbs, Research Director, Boxclever
Rebecca Porter, Consumer Planning & Insights Manager – Healthcare Innovation, Boots

 

15.00 Tracking physical activity during a pandemic: keep on moving
Amongst all the disruption of the pandemic, one constant was the ability to leave home to exercise. Yet this was against a backdrop of community sports facilities closing, reopening, closing again, and an apparent boom in online fitness. So what did the pandemic and the changing restrictions mean for the nation’s physical activity habits?
Join Tim and Rachel as they explore how Sport England has used ongoing research, from Savanta, to understand, and respond, to what was happening at different points through the pandemic. The session will also consider the broader themes of how insight has been used by the health and fitness sector. What longer term trends in health and fitness are here to stay? What do health, wellbeing and fitness brands/organisations need to do to get people moving again?
Rachel Phillips, Director, Savanta
In conversation with…
Tim Fitches, Research and Evaluation Lead, Sport England

 

15.30 Looking backward to move forward: how health trends turned to the past when the pandemic hit
Until early 2020 trends in health were characterised by a move away from traditional health experts to the more democratic space of the proxpert. Drawing on work with Boots and Walgreens during the pandemic The Answer Insight will show how both brands reinvested in their traditional expertise around pharmacy at a time when it appeared that trends such as wellness and self-care were making traditional health less relevant.
This session will focus on using cultural analysis and semiotics to explain how trends are not unidirectional and will compare the UK and US experience. Even when brands and consumers look backwards they cannot ignore how more recent trends have shaped consumer expectations. The outcome of this synthesis of past and present is a sense of reassurance and a feeling of confidence that continues to grow brand reputation for both brands.
Dr Nick Gadsby, Founder, The Answer: Strategy, Culture, Semiotics

 

16.00 Closing comments from the chair


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