Compound Health is essentially a 2+20 business model applied to healthcare, and marketed via the same channels that other 2+20 products are normally sold.

Makes sense. Use the people who are already brokering high-value outcome-based products to the small segment that can afford and derive disproportionate value from health/wellness/performance. A membership bundle of success, if you will.

Now, to be honest, I don’t know what the product is exactly. But I know how I want its promise to feel.

I was thinking about Hippocrates in the shower. The Hippocratic Oath is the cocktail party intellectualism that undermines a lot of our imagery and emotional connection with healthcare.

It says a few things, but the part everyone knows is, “First do not harm”. This, more than anything, forms our archetypal, poster-print of the staid and stoic doctor. The word first, primum, primary, ends up all over medicine.

But this phrase is also the very essence of the product. It is the problem, the need, and the solution — all staring you in the face. And that’s why it feels so intuitive:

No one wants to buy a neutral framed as a negative (i.e. harm). They want a benefit framed as a positive; and as a win-win so they get how it works. “Sure, I want the Hippocratic Oath. But I’ll pay extra for the Beneficent Oath.”

There are terms of art from finance that can capture the imagination when it comes to a fundamental step up in care. The notion of compounding is the big one. Comparing measures of physiological age to actual age looks a discount or borrowing rate. Premium is also one of those words, from the Latin for gain (above the ordinary).

Primum Praemium would be like “highest prize” — surely a contender to “do no harm” in the mart of competitive commerce.

The basic customer profile for a product like this is women and men over 40 with assets of $10MM+.

• They are sophisticated self-starters who like to feel in control and have found success in goal-setting.
• They conduct some measure of Internet research of health and wellness themselves, rather than solely relying on their current care-providers for information and guidance.
• They have plenty of access to technology, but don’t expect then to be tech wizards. They know where the puck is, not where it is going.

Women and men will have different emotional resonances with a very personal product like this, so the brand has to hit multiple notes in a chord. Psychologically, the product targets the ego. Making clients feel special, important, valuable, and being available for them is baseline. Success will depend on creating an experience, and results.

Based on availability, I decent brand option is Primaem.com. It is short (7 letters); a .com (not confusing); and evokes a familiarity with a newness.

The Latinate “ae” diphthong is deceptively clever. Slightly confusing, it deliberately creates a System 2 moment in the brain, giving it a cognitive anchor and creating a conversation point. Also it provides unique styling opportunities in the logo.

Why not Primaeum? Sure. Maybe that’s better. I don’t know. Bought ‘em both.