We’re making a market for health literacy. Say whaaat? I’ll parse that claim.
Every market is a space for commerce. Where buyers with certain needs look for sellers to satisfy them. Humaginarium is making a market for health literacy and selling in it. This market hasn’t existed before; we’re not improving on some mediocrity in the health care industry. Ours will be the first and most likely the best market for health literacy for a very long time to come.
A glance at the dictionary reminds us that health may be many things; or maybe nothing after we think about it. That’s because everybody wants or claims to be “healthy” but nobody ever is. Our real lives compare to the paragon of health somewhat like our appearance compares to models in Vogue magazine. Without thinking deeply about it, personal health is a state of mind more than a condition.
Humaginarium doesn’t buy that conceit of popular culture. Health for us is tangible, not ethereal: it’s physical well-being. Health is the state of a body within the normal range growth and decay over time. Mind you, normal isn’t necessarily good; it’s actually more like meh when it’s not dreadful. That may be why many healthy people are troubled by their bodies while the unhealthy try not to think about it.
Bringing this down to the level of how we live versus what we’re taught to believe, for most of us health is merely shorthand for the ability to function. “How are you?” “I’m good.” (I may have a tumor the size of a grapefruit in my bowels, but forgetaboutit, “I’m good.”) Most of us run our bodies the way we run our cars, with minimal preventive maintenance and no clue what’s under the hood. Works great until it doesn’t. Then we find a mechanic or doctor for expensive and inconvenient repairs.
Now for the most important word in our syntax. Basic literacy is the ability to read. From reading we get knowledge, from knowledge we get competence or the ability to do things. Few people care about reading for its own sake (and no one knows this better than a jaded English professor). But most people put a very high value on the utilities of literacy. Literacy makes people smart and capable, maybe effective and successful too.
Health literacy is a variation on the textual kind. It’s the ability to read a body, develop insight into its condition and needs, make shrewd choices for or about it, and consequently become its good steward. Those who have health literacy are competent consumers and patients. They engage in preventive maintenance and clinical care, and are eager to learn what’s under their skin. Those who don’t have health literacy check their look in the mirror and say, “I’m good, forgetaboutit.”
Only 10% of American adults have health literacy. The other 90% can’t read their bodies worth a damn. Compare this with 80% of Americans who read the newspaper and email, books and blogs. How can this be? Why can 80% of adults understand the enormously complex fantasy of The Lord of the Rings while only 10% can comprehend the physical reality of their own bodies?
Believe it or not, no one has asked that question until now. While the health care industry bets big on scientific breakthroughs, nobody is asking the more important question: “How about regular folks like you and me?” Can they become good stewards of their bodies and stop running to mechanics every time a weird sound comes from under the hood?
Yes, they can, and they will, but no mechanic is going to do it for them. All they need is a nudge at just the right times, in just the right ways, to change from a hapless ignoramus into a hero of their own life story. The nudge isn’t coming from health care. It’s coming from Humaginarium.