Podcast — It's not just about digital
Featuring Chris DuFresne, VP of Experience & Marketing Operations, Allina Health
Setting the stage
Healthcare is way behind in the consumer space. Fortunately, we have other industries to learn from when merging online and in-person experiences.
Chris DuFresne, Vice President of Experience and Marketing Operations, draws from his experience at e-commerce giants Target and Macy's for inspiration at Allina Health.
Dufresne acknowledges that health systems aren't just businesses but states that they need to bolster their businesses to support our missions. To do so, we must redefine patients as "consumers" because patients represent just the person receiving care when other stakeholders – consumers – are involved.
Transferring retail knowledge to healthcare
Our industry was built for the provider, forcing patients to navigate a complex ecosystem. How do we deconstruct this physician-centric model in a way that puts the consumer first?
Chris DuFresne challenged health systems to use consumer-centric industries as benchmarks. For example, health systems can ask themselves, "How do we make patient scheduling as simple as OpenTable?"
Part of becoming consumer-centric in healthcare is honoring various consumer preferences and needs without overwhelming consumers with options. For example, some people may want to call in to schedule an appointment, while others may like to schedule online. The art is making each option convenient and personable even if utilizing call centers.
When does a connected experience matter most?
The consumer is ok with asynchronous virtual care for minor ailments like sinus infections that are somewhat isolated.
Patients requiring both digital and onsite experiences offer opportunities for health systems to prove their value to patients through connected experiences.
For instance, a digital encounter may require labs. How can a health system get these labs without leaving and redoing the whole visit again? How should that visit be billed, and which services are covered by insurance? How does the consumer know that the price of a virtual visit matches the value they receive?
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?