Well, well, wellness.

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There are all sorts of ad agency segments: pharma, direct response, B2B, digital, CPG, financial, ethnic, entertainment and even a small shop that focuses on baby boomers (AgencyFive0).  What there doesn’t seem to be is an agency segment that focuses on the healthy. 

I am hip deep in the science of health these days and though not a conspiracy peddler there are a great many people who believe a degree of collusion exists in businesses that make money off of disease. (Enough on that, I watch too much television.)  

What I am comfortable talking about is the fact that healthcare is 17-18% of U.S. GDP and a lot of money is changing hands when it comes to medicating, treating and surgically repairing patients.  Don’t hold me to this exact data point, but about 20% of medial costs go to prevention and 80% to treatment.  That’s wrong. And that’s why there are pharma agencies.  Were we to flip that equation, there would be more wellness care and wellness-focused ad shops.  It’s a segment that is unique, growing and discrete — and a segment whose time has come. McTrust me.  Peace.