“Do you shop like a patsumer?”

“Shop like a what?”

“A customer who is also a medical patient!”

AKA, a huge market opportunity for wellness brands. For example, I have very sensitive skin, so I make skincare purchases as a patient first, consumer second. The only face / body lotion I use is Vanicream (shoutout), not because I identify with the brand but because my dermatologist recommended it. I might even be swayed to switch if there was more choice and branding in the highly sensitive skincare category but there really isn’t.

L’Oreal is leaning into this category by focusing on scarring with an upcoming La Roche-Posay launch around scar-care.

The patsumer far extends past skincare and is probably the new center of gravity for most wellness brands. This buyer is not passively waiting for answers from a medical provider and she’s also not casually browsing products. She’s somewhere in the middle, using the information she has of her own body to make consumer choices.

This shift is fueled by the medical field not being able to keep up with tech advancements, using bandaid solutions instead of getting to the root cause, being all around too difficult to navigate and for women in particular, the general dismissal of our concerns. So because of that, we’re seeking products that help us understand, track and manage symptoms to improve our lives.

Think Oura for menstrual cycle insights, Whoop for recovery data, Visby Medical for at-home testing, Elvie for pelvic floor health and fitness as preventative health as we see it get weaved into healthcare plans.

The brands that will win the patsumer will treat her like an informed customer looking for a solution, without sacrificing brand identity in the process.

Nike opened a pop-up recovery soup stall in Guangzhou, blending Cantonese herbal soup traditions with local running culture. Runners who logged a qualifying distance could redeem a bowl made with ingredients known for aiding recovery, served with a Nike-branded spoon and tied into a local campaign fronted by sprinter Su Bingtian.

Rutgers University has launched a new undergraduate minor in Holistic Wellness, making it one of the first universities to formally integrate wellness studies into its academic curriculum. The program covers topics like stress management, health behavior, mindfulness, and lifestyle medicine to prepare students for careers in health, fitness, and preventative care. It’s a strong signal that wellness is shifting from a personal interest to a legitimate academic and professional pathway for the next generation.