I recently approached a population health management company about including our nutrition-centered content as part of its deliverables. They seemed a likely partner for a number of reasons, including our developing alliances. So all systems go — dialing away…

I was just about to hit my elevator-pitch stride, which I sheepishly admit to chomping at the bit to tout every chance I get, when I was interrupted by the exec on the line. Quicker than you can say, "center ring," visions of P.T. Barnum were dancing in my head. "People don't read today. Circuses are what it's all about. Touchable wellness interventions that have the look and feel of sexy. You know, like a trapeze artist hanging on by one toe without a net below — but all digitalizable."   

Aside from wondering whether "digitalizable" is really a word, I got the gist. While much more colorful, his retort isn't too far afield from a lot of the chitchat we engage in with wellness professionals on a weekly basis. The greatest-show-on-earth theme also reflects what we're seeing from a wellness innovation/new products standpoint these days. Providers delivering these solutions increasingly have names centered on the pow.