Podcast — Gearing up for Rapid Renewal
With Shannon Hooper — Chief Growth Officer, ReviveHealth
Resources in Today's Episode:
Introducing Rapid Renewal
Rapid Renewal is a phase of the No Normal representing healthcare's recommitment to long-term transformation.
COVID-19 accelerated transformation in healthcare with much of the groundwork done by competitors vying for top-of-funnel services and insurers with eyes on health systems' margins.
Catering to emerging trends such as dispersion, mistrust of experts, and worship of crowds in marketing plans will give hospitals systems a competitive edge.
Dispersion – it's time to focus on "how" instead of "where"
Dispersion is the re-distribution of efforts and resources to remove unnecessary friction and costs. Applied to healthcare, this means creating a fluid customer experience – independent of location.
Shifts away from traditional care delivery models such as Amazon Care and DispatchHealth tighten the race for top-of-funnel-services by increasing care convenience.
To counter these forces, health systems must renew the way patients interact with their brand to offer a better care experience.
In vogue: mistrust of experts
Between COVID-19 and socio-political unrest, 2020 saw a deep erosion of trust in government health institutions like the CDC or even CMS.
Health systems and hospitals now have an opportunity to own the role of "trusted health expert" but should tread cautiously to maintain this newfound trust.
Goodbye, top-down marketing
The public's trust no longer belongs to experts but instead to the crowds. To account for this change, healthcare marketers must start talking to people, not at people.
To garner top-of-funnel engagement, healthcare marketers should look away from top-down marketing and transition to influencer, word-of-mouth, and peer-to-peer referral marketing.
Featuring ReviveHealth's Chief Growth Officer, Shannon McIntyre Hooper
If your physician asked, "how are you feeling," what would your response be? Would you talk about your mental state, or would you resort to a general overview of your physical health? Likely the latter.
Yet, in a world rebounding from COVID-19, behavioral health may need to play a stronger role in the provider care continuum. How strong? Get ReviveHealth's Chief Growth Officer, Shannon McIntyre Hooper's perspective here.
Featuring Philip Guiliano, Partner, BrandActive
Step one. Step two. Step three. Repeat? You've got processes, you've got a plan ... but are these steps getting you to your goals in the most efficient way possible? We'll call that the million dollar question.
Featuring Heather Geisler, Chief Marketing, Communications, & Experience Officer, Henry Ford Health System
Most of us have worked in the healthcare marketing arena for quite some time. Some of us have even been at the same health system for 10+ years. What's it like coming in with fresh eyes? That's what Heather Geisler, Henry Ford Health System Chief Marketing, Communications, and Experience Officer, is here to talk about.
Featuring FutureBrand's Chief Strategy Officer, Eliza Yvette Esquivel, and Chief Creative Officer, Daniel Andersson
It's the old chicken-or-the-egg debate. On the one hand, you need brand to live out your purpose. On the other, you need purpose to define who you are as a brand. Could it be argued that brand and purpose are one in the same?