Resources 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 $200 million in series D Takeaways Introducing Rapid Renewal   Rapid Renewal is a phase of the No Normal representing healthcare’s recommitment to long-term transformation.  COVID-19 accelerated…

Resources

• 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 $200 million in series D

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.