From Paperweight to Powerhouse: How Duke Health Turns Strategy into Impact
Strategic planning in healthcare often gets a bad rap—stuck on a shelf, rarely revisited, and disconnected from the day-to-day work of improving patient care. In the latest episode of NRC Health’s Patient No Longer podcast, Duke University Health System’s Chief Strategy Officer, Morgan Jones, challenges the status quo.
With responsibility for strategic planning, consumer insights, and business development at a $6 billion health system, Jones has one mission: make strategy matter. In her conversation with host Ryan Donohue, she reveals how Duke Health’s approach to people, access, and growth drives meaningful impact for both employees and patients.
Why an “Evergreen” Strategy Beats the Traditional Model
Jones explains why healthcare organizations can no longer afford to create static, three-to-five-year plans.
“Strategy can’t be a phenomena paperweight. It has to live in your operational work plans and be part of everyday conversations.”
By embedding strategy into operational scorecards and leadership compensation, Duke Health ensures that every employee—from front-line staff to the executive team—sees their daily work as part of a larger mission.
Putting People at the Center
Duke’s strategic priorities start with its people:
- People—Creating an environment where employees feel seen, heard, and valued
- Access—Meeting patient needs in one of the fastest-growing regions in the U.S.
- Growth—Expanding services while maintaining quality and convenience
Jones notes that when employees understand their impact, they’re more engaged—and patients notice the difference.
Consumerism, Convenience, and the Power of Brand
Healthcare is no longer just about treating illness; it’s about understanding consumers’ expectations. Patients want access on their terms, whether that’s same-day care for an ear infection or world-class expertise for a complex diagnosis.
Jones also stresses that brand matters—but only if it’s backed by an exceptional experience:
“Brand is the front door, but what ultimately matters is how we show up in the delivery of care.”
Innovation and Collaboration for the Future
Growth, Jones says, isn’t about going it alone. With disruptors like Amazon and CVS Health reshaping the healthcare landscape, collaboration is key:
“There’s space for everyone. We’ll do better by working together and learning from each other.”
Why you should listen
Check out this episode of Patient No Longer to learn how to:
- Align strategy with day-to-day operations
- Build trust with employees and patients
- Turn mission statements into action
Listen to the full episode with Morgan Jones, or watch the episode on YouTube.