In the last month or so, I have spent considerable amount of time in Apollo hospital, Delhi.
As a general observer of human behavior, one of the scenes that amazed me most is the ever packed Haldirams restaurant inside the Apollo hospital.
Of course, Haldiram's food is delicious and awesome - but with due respect to them, they are all junk (okay, let's settle with 'mostly junk'?).
The TG which is eating there is primarily the attendants of patients who are suffering from:
- Heart disease
- And several other diseases ranging from knee replacement to diabetes etc etc.
The one thing about healthcare / wellness is that more than the disease, negligence costs. And negligence starts with lifestyle choices.
"Everybody wants to go to heaven, but nobody wants to die." - Joe Louis
Of Consumer Behavior & Traffic Police
Why do you need a traffic police to tell you that wearing helmet is important? After all, it's your head and your life which is at stake!
Why do governments need to spend on traffic police to ensure that your head is taken care of? After all, you are a responsible person in your life, otherwise!
Why is it that so many people hate ToI's cheesy content, yet the newspaper is a winner ?
When Bhag Milkha Bhag was first aired on TV, the lead sponsor was not a health brand - but a gutka brand!
The TG which is eating at Haldirams does know that they are inching a step closer to the hospital bed - but it doesn't matter as long as they are getting the 'instant gratification' of eating a tasty food.
How can you sell 'health' to them ? Create FUD ?
How can you sell 'good content' to cheesy mainstream content readers ?
How do you sell 'long term benefits' of a certain solution, when there are clearly no benefits in the short term!
How do you sell 'good' stuff?
Oh wait, do you even need 'good stuff' when bad sells like a hot cake?