Reshaping customers' lifelong journey in the health and wellness contexts

Nowadays, the boundaries between healthcare and wellness are blurring, leading to a convergence phenomenon across these industries. While previous works mainly focused on the convergence between healthcare and technology, this study aims to integrate this perspective, including the wellness domain. In doing so, the present research will focus on the consumer point of view, trying to identify the actual journey across the health and wellness industries. In order to understand the structure and the touchpoints of this path, we will conduct a focus group involving healthcare and wellness consumers. Theoretically, the study contributes to the existing literature by exploring this new scenario of convergence. From a managerial standpoint, the research provides guidelines for companies within healthcare and wellness industries, supporting them in building strategies funded on consumer behavior knowledge.