迪士尼是不是中邪了？

    • “垃圾桶：什么变质、过期的食物都往嘴里塞”

    • “压力机：化压力为食欲”

    • “自医者：不听医生的话”

    • “谷物杀手：没时间吃早饭”

    要想充分领会这场展览的“魅力”，一定得对照着名单欣赏一下其中一些卡通角色的图片。我觉得这场展览肯定是丢给实习生做的，要不然就是迪士尼市场部为了省钱，把以前的动画作品中淘汰掉的角色拿来充数。

    但是，孩子们是迪士尼的衣食父母，拿衣食父母开刀，不仅不明智，简直可以说是自毁长城。想想迪士尼推行健康计划居然犯了这样的错误就令人觉得奇怪。如今这个时代，越来越多的消费者都成了医保客户。如果说迪斯尼必须像它的同行们一样（我敢肯定它必须这么做），需要思考如何在这样一个时代提升自己的品牌魅力。我有两个词送给它们：瞄准消费群。

    显然，儿童肥胖是个可怕的问题，胖孩子们长大后不得不面临痛苦的治疗过程。为了找出改变孩子和成年人不良卫生习惯的关键因素，卫生保健和行为学领域已经开展了大量的研究。终极的追求在于如何综合多种激励措施，使人们能够长期坚持健康饮食、适量运动，同时好好照顾自己。此外，这里面还牵扯到许多其他的社会因素，比如市面上的健康食品往往比加工食品贵，许多低收入地区甚至根本买不到健康食品。这是个复杂的问题。

    不过，社会学已经确证的事实是，如果别人没有按照你的想法来，对他们横加羞辱并不会达到期望的结果。看着苗条健康的孩子消灭臃肿肥胖的恶棍，胖孩子们不会就此“痛改前非”，勒紧裤腰带。可能反而会让他们自惭形秽，大家都知道，贪吃的人在难过的时候，只会吃得更多，而不是更少。

    等等，说到这里我突然想起一件事情。或许“习惯英雄”展览只是一个绝妙的营销手段，一个堪称爱因斯坦级别的高智商营销手段。让参观的孩子们感到自卑、难过，激起他们暴饮暴食的欲望，然后在出口处设立热狗摊和可口可乐冷饮站——怎么样，这招很绝吧？这样一来，迪士尼就不仅仅是个反派，而且是个天才反派了。

    本文作者丽莎•苏南是风险投资公司Psilos Group的联合创始人兼管理层成员，该公司以医疗保健为核心业务，管理的资金超过5.77亿美元。

    译者：Nasca

    • "The Fungus, Eating rotten or expired food"

    • "Stress Case, Stressing Out"

    • "The Prescriptor, Ignoring doctor's advice" and,

    • "Cereal Killer, No time for breakfast"

    To get the full effect of how charming this whole thing was, you really have to look at some of the character photographs that go along with the names. All I can imagine is that this exhibit was left to interns to develop or that the Disney marketing department issued itself a challenge to use up their past character rejects in an effort to conserve animation costs.

    But to pick on little kids who are the bread and butter of your revenue stream? That isn't just lame, it's self-destructive. It is particularly surprising to think that Disney was aided in its efforts by a health plan, which, if they are like any of their peers and I am sure they are, has to be thinking about how to increase their brand appeal to consumers in a world where consumers are more and more the buyers of health insurance. I have two words for them: Focus groups.

    Clearly childhood obesity is a terrible problem that sets a child up for an adulthood of medical misery. There is a massive amount of research going on in the healthcare and behavioral sciences fields to figure out what is necessary to sustainably change poor health habits among children and adults alike. The Holy Grail is figuring out the right combination of motivation techniques that will get people to eat right and exercise and take good care of themselves on a long-term basis. And there are a whole host of other social factors involved, such as the fact that healthier foods tend to cost more than processed foods and that healthy foods are not even available in many lower income communities. It is a complex problem.

    One thing that social science has pretty much proven already, however, is that villanizing people who don't do what you want them to do isn't a prescription for getting the outcome you want. By showing healthy skinny kids vanquishing evil fat kids, you aren't going to make the chubby ones run out and buy a cape to compliment their about-to-be-toned abs. You're probably just going to make them feel bad about themselves and as we all know, when people with food issues feel bad about themselves they tend to eat more, not less.

    Hey wait a minute! I think I just had a revelation. Perhaps this Habit Heroes exhibit was marketing at its best after all—Einstein-level marketing sophistication in fact. Take kids through an exhibit that makes them feel bad enough about themselves to want to eat more? Station the hot dog vendor and Club Cool Coca Cola Exhibit at the exit? Now that is evil genius at its best.

    Lisa Suennen is a co-founder and Managing Member of Psilos Group, a healthcare-focused venture capital firm with over $577 million under management.