Innovation and challenges in healthcare marketing
In this episode of NRC Health’s Patient No Longer podcast, we explore the impact of AI, technology, and consumerism on patient engagement and organizational strategies, and gain a deeper understanding of the challenges and opportunities facing healthcare organizations today.
Conversation
Going beyond the buzzwords to decode healthcare trends, hosted by Ryan Donohue, thought-leader, author, and strategic advisor with NRC Health
Podcast Guest
Chris Bevolo, author and healthcare marketing expert
From daring predictions to thought-provoking realities, Chris shares his insights on how consumers are reshaping the healthcare industry.
Chris brings listeners up to speed on the Joe Public approach and where it stands today.
“The Joe Public approach really started with that first book that you mentioned, Joe Public Doesn’t Care About Your Hospital, which came out in 2011—which was really all about how we desperately need to change our approach to marketing and branding and all the things for hospitals and health systems,” Bevolo says.
Highlights
Since then, there have been several other books, including Joe Public 2030. Released in 2022, the book makes five bold predictions about the future of healthcare consumer engagement.
“We ended up in a place that was all about how consumers are going to engage in healthcare, which is much bigger and broader and, depending on who you are, maybe more interesting—and I think still very applicable to marketing,” Bevolo says.
One of the book’s five predictions brings healthcare disparities to the forefront.
“The pandemic shone an ugly light on the disparities that have plagued the US healthcare system for decades,” Bevolo says. “That gap is more likely than not to expand as the haves gain access to increasing the more expensive health services and personalized care, while the have-nots will face growing shortages of basic health resources.”
Bevolo adds that some entities that might address the disparities “struggle financially, and others lack the incentives to focus on the growing issue.”
An upcoming Joe Public Retreat will bring together about 50 marketing leaders from the health-system space.
Bevolo says the event centers around conversations, not presentations, for leaders to discuss the issues that are most relevant to the marketing leaders at health systems.
“And our topic this year is Rome Is Burning, which is essentially growing threats to the CMO position in the health-system space,” he says.
Topics will include AI, healthcare economics, the changing CMO role, and more.
Listen to the full episode with Chris Bevolo, or catch the episode on YouTube.