Issue Interest does not convert if the health proposition makes the consumer work too hard

Summary

PwC calls the core challenge in health markets a conversion problem rather than a lack of interest. Consumers may express interest in a wide range of health products and services. That interest will not automatically become adoption, however, if the proposition demands too much effort from the buyer. Not every consumer wants to know their power output on a short walk or decipher the nutrition claims on an energy bar. The report's emphasis on value, ease of use, and clear information suggests that simplicity is what turns curiosity into purchase.