The global wellness market is increasingly growing, according to Global Wellness Institute, in 2018 the market was evaluated at $4.2 billion (Proctor,2019). Numerous research show how consumers are shifting their spending from buying products to investing in life-changing experiences (Proctor,2019). The interest in treating their bodies like an ecosystem, looking for a conscious healthy lifestyle has driven businesses of health and wellbeing to have a holistic approach to the consumers (Mintel,2019).Moreover, we can see an increasing demand especially from Millennials, which are experiencing challenges like rapid technological inventions as well as dealing with extraordinary unpredictable challenges in the economic and political sphere (Scott,2018).
Clinique La Prairie
The strategic decision of converting the scientific research Clinique La Prairie into an experiential luxury Medical Centre came in 1990s, foreseeing the current trend and necessity for med-spas (Financial Times,2019). Therefore, transforming the Clinique’s vision and mission to deliver to its clientele “longer and healthier life” (Gibertoni,2019). The Clinique offers a holistic approach to healthcare and wellbeing in a unique and sophisticated environment between the Swiss Alps and shores of Lake Geneva (Forbes,2019). It combines the latest technology with medical science and qualified therapists to deliver a customised and luxurious service (Taylor,2019).
As the attitudes and behaviour of the current customer is changing due to the advancement of technology that allows personalization of medical care (Mckensey,2012) La Prairie is offering an exclusive experience by creating hyper-customised, tailored programme based on consumer’s personal needs. More than that, the technologies La Prairie has developed can be taken with the customers (La Clinique La Prairie,2019). They created a holistic brand campaign that makes some of the technology that the client experience in the clinic, available even after leaving the Spa (La Clinique La Prairie,2019). Simone Gibertoni, Chief Executive at Clinique La Prairie states that “It’s important for luxury brands to come back now to this kind of concept” (Hoang,2019). The Medical Spa offers two personalised programmes: Revitalization, a program that regenerates cells in order to resist the negative effects of aging, a product of 85 years of research in longevity and Master Detox, a program that provides a reset of mind and body (Taylor,2019).
Weekly, the clinic is receiving between 35-40 patience, most of them international clients that are travelling from Middle East, Asia, Russia, North and South America to Switzerland to experience the uniqueness and personalised programs that La Prairie is offering (Hoang,2019). Having available only 35 rooms but with 350 staff, Clinique La Prairie’s strategy is to contemplate the culmination of exclusivity and with its private chalet the clinic revives the idea of a personalised medical spa experience. Gibertoni states that “We have always focused on the needs of our clients, who are quite unique,” “This is why we don’t want to open clinics with 100 rooms – quite the opposite, in fact. We aim for hyper-exclusivity because the idea is to create a totally personalised clinic, just for you” (Financial Times,2019).The approach to the customer differs from age and nationality but the core value of the clinic is to contribute to a life-changing experience (Clinique La Prarie,2019).Is to create a space where people can switch from the technology to connect with natural environment (Gibertoni,2019).
In the future , the clinic gears up to extend the experience of personalised medical service by expanding its locations in several places like Madrid, Singapore, United States and Middle East as well as in small city hubs to offer their exclusive services at a regional level (Hoang,2019).Moreover, in order to keep the experience of personalisation , the company is also developing a business model that will assure the client’s further treatment that will include regular check-ups on nutrition, personal trainer as well as provide the benefits of a long-lasting customised programme (Clinique La Prairie,2019).
