No Normal Show by BPD

Gearing up for Rapid Renewal

Episode Summary

After a year of COVID-19, a light glitters at the end of a very long tunnel. What trends are shaping the world on the other side? Moreover, what can we do to regain our footing while in the No Normal?

Episode Notes

Resources in Today's Episode:

• Setting the stage for Rapid Renewal
• Consumer trends report
• Amazon expands Amazon Care
• Chicago Trump Tower vaccinated early – thanks to hospital COO who lives there
• DispatchHealth raises $135.8 million in series C

Key Takeaways

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.