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.
With Ryan Colaianni, SVP of Crisis Communications
With limited vaccine supply and whisperings of retail clinics taking center stage in distribution, health systems must consider their role in healthcare's future state – whatever that may be.
With Amy Comeau, Vice President of Marketing, Emory Healthcare
What's next for healthcare? The answer might just live within your marketing team. Learn how Emory Healthcare's Vice President of Marketing, Amy Comeau, and her team step up to the plate to define what's next for their health system.
With Judith Ward, Vice President of Marketing & Communications, Baystate Health
How do you plan for the future of your health system without seeming tone deaf to the present and past? Learn about Baystate Health's plan.
With Ryan Donohue, Corporate Director of Program Development, NRC Health
It's no secret that now – more than ever before – health systems face pressure to meet consumer-first benchmarks set by other industries. What are the implications of this demand amidst a pandemic?