Goodbye Weight Watchers, hello "WW." The company has changed its name to reflect its new WW brand not only on its website, but also on every aspect of its public expression, including every studio.
The company's website explains the meaning behind "WW" and the significant change in its approach to weight loss: "The name WW reflects that we're becoming the world's partner in wellness." (Emphasis added)
As a profession that has been promoting wellness for more than a century, it is both encouraging and surprising that a company known for its relentless focus on dieting for the past 55 years should make such a dramatic change. The company is clearly sensing that public perception regarding weight loss and health has moved toward wellness, and is looking to take a leadership role in that direction.
Be that as it may, WW has clearly seen the value in redirecting its entire brand, from name to focus, toward wellness. Again, this was not a decision made lightly or without considerable risk.
Wellness Through Weight Loss
As part of Weight Watchers' rebranding, it now proudly states: "WW welcomes anyone who wants to build healthy habits – whether that means eating better, moving more, developing a positive mindset, focusing on weight ... or all of the above!" Given the movement of WW toward wellness, perhaps chiropractic and specifically DCs should look into a move toward wellness weight loss. It certainly appears doctors of chiropractic are more than welcome to get involved.
Regardless of whether or not you choose to approach your local WW studio, weight loss through wellness has been identified as the primary motivator for a large portion of the consumer public. DCs who choose to not work with local WW studios may find many people in their community who are looking for a wellness approach to weight loss which would certainly include chiropractic care. It is likely that nutrition and exercise will also play a role.
WW's Strategic Repositioning = An Opportunity for Chiropractic
Given Weight Watchers' strategic repositioning, we would do well to consider how we express ourselves as a profession and as individual doctors. How should chiropractic, the only health care profession focused on wellness, take advantage of this trend as it is echoed by WW and presumably others? Consider the following:
- Wellness is no longer a mysterious term, as has been suggested by some in the medical community. It is the foundational value of a $4.6 billion weight-loss giant and will likely be used more commonly by almost everyone in the near future.
- Most chiropractors have been talking about how to achieve wellness for decades. This makes every DC a wellness leader in their community. Wellness through chiropractic will be very attractive to WW's 4.5 million subscribers.
- WW's new focus on wellness opens the door for every DC to form a partnership with any of WW's thousands of local studios. Including chiropractic care would provide a more balanced approach to weight loss and health for all WW clients.
This is where our opportunity is strongest: demonstrating that chiropractic is a critical component in every person's wellness journey. In fact, let's make it our collective 2019 New Year's resolution: to let our communities know we are wellness leaders for their health. I'm sure you've been doing this since you started practicing, but the public is in the right frame of mind to receive your message, now more than ever.
The WW branding ensures that this year, the concept of wellness will be discussed and considered to a much larger extent than in the past, particularly by the millions of Americans who desire to lose weight. Be part of the movement.
Click here for more information about Donald M. Petersen Jr., BS, HCD(hc), FICC(h), Publisher.