Wants and not needs should drive the next billion users (NBU) outreach strategy. We should focus more on the communication rather than the data angle when seeking mobile platform optimization for the healthcare industry. Moral judgement around sex and sexuality needs to be sidelined if we wish to genuinely meet the healthcare demands of the NBU market. All-purpose apps may be more popular for communicating healthcare information than specialized apps designed for health. We should focus on self-care more than on prevention and treatments in order to engage the teen groups among the NBU. We need to cater to a diversity of consumers in the system beyond the middle-class, young white male norm. The NBU market are not second-class consumers who will accept second-hand products: they are demanding, sophisticated consumers who are desperately seeking quality digital products and services.
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