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From Products to Protocols: The Next Evolution of Consumer Health

Beauty brands, wellness companies, and longevity clinics have never been more sophisticated - AI diagnostics, epigenetic clocks, genome-level personalisation. Yet the industry keeps hitting the same wall: people don't do the thing. They buy the device and stop wearing it. They fill the prescription and stop refilling it. They join the programme and quietly disengage. The gap between what science says will work and what people actually sustain is no longer a marketing problem, it's the problem, and it's reshaping what it means to win in consumer health.