Redefining Healthcare Innovation: Jesse Goodwin on Making It Matter

Innovation in healthcare is often associated with high-tech breakthroughs—AI, robotics, and gene editing. But for Jesse Goodwin, Chief Innovation Officer at the Medical University of South Carolina (MUSC), innovation is just as much about parking garages and appointment scheduling as it is about CRISPR and cellular therapy. 

In this episode of NRC Health’s Patient No Longer podcast, Goodwin joins host Ryan Donohue to explore how MUSC is redefining innovation—not just in labs and boardrooms, but in the everyday experiences of patients. Her message is clear: innovation must be visible, accessible, and human-centered.

Goodwin opens the conversation by challenging the narrow definition of innovation that dominates healthcare headlines. While she’s excited about AI and its potential, she cautions against letting it overshadow other transformative technologies like CRISPR and cellular therapy. 

“We’re at such a good point from an innovation standpoint,” she says. “But it’s not just about AI—it’s about transforming how we deliver care and the therapies we offer.” 

At MUSC, innovation is defined as a creative solution to a pain point. That could mean a new treatment protocol, but it could also mean improving how patients book appointments or navigate the parking garage. It’s a philosophy that democratizes innovation, making it everyone’s responsibility—from researchers to receptionists. 

One of the most compelling parts of the episode is Goodwin’s take on the evolving role of patients. She argues that healthcare must shift from provider-centric to patient-centric, recognizing that patients are also consumers with choices. 

“I’m a working mom trying to book appointments while driving through Starbucks,” she says. “I want convenience. I want ease. That makes me a consumer.” 

This consumer mindset is driving MUSC’s strategic expansion. Once concentrated in downtown Charleston, MUSC is now growing its footprint across South Carolina to meet patients where they are. The goal? Deliver the best care locally, not just in academic towers. 

Brand vs. Convenience: What Really Drives Patient Decisions 

Goodwin and Donohue dive into a debate that’s roiling the healthcare industry: Do patients choose providers based on brand or convenience? Goodwin’s answer is nuanced. 

For high-acuity care—like oncology—brand and reputation matter. Patients want the assurance that comes with an academic medical center. But for routine care, convenience often wins. 

“If I can get into the brand conveniently, I’ll choose that,” she says. “But if it’s hard to access, I’ll go elsewhere.” 

This insight is backed by the rise of urgent care centers, which thrive on accessibility and flexible hours. Goodwin sees this as proof that ease of access is no longer optional—it’s essential.

As an engineer by training, Goodwin is passionate about metrics. But her favorite one isn’t tied to revenue or clinical outcomes—it’s about culture. 

MUSC added a “culture of innovation” question to its annual Press Ganey employee survey. The results have been telling: high scores correlate with better financial performance, stronger employee engagement, and lower turnover. 

“It’s about being heard,” she says. “When employees feel they can contribute to innovation, everything improves.” 

This internal metric reflects MUSC’s belief that innovation isn’t just a top-down initiative—it’s a grassroots movement. Every employee has the potential to innovate, and that collective mindset is what drives lasting change. 

Disruption and the Road to 2030 

The conversation also touches on the role of disruptors like Amazon, CVS, and Walmart. While some healthcare organizations may feel threatened, Goodwin sees opportunity. 

“We’re not in a defensive posture,” she says. “We’re watching the trends, but we believe in the power of local care and trusted relationships.” 

Still, she acknowledges that disruptors can deliver services at lower price points, and that traditional providers must adapt. MUSC is doing so by investing in telehealth, expanding access, and focusing on convenience—all while maintaining the trust that comes with academic excellence. 

A Personal Lens on Innovation 

Goodwin’s insights are grounded not just in her professional role, but in her personal experience. Married to a physician and raising children, she brings a real-world perspective to the conversation. 

“I don’t want to take half a day off work to go to a dentist appointment,” she says. “Convenience matters. And if healthcare doesn’t adapt, patients will go elsewhere.” 

Her honesty and relatability make the episode especially engaging. She’s not just talking about innovation—she’s living it. 

Why You Should Listen 

This episode of Patient No Longer is a must-listen for healthcare leaders, strategists, and anyone passionate about improving patient care. You’ll learn how to:  

• Redefine innovation to include everyday patient experiences
• Balance brand identity with convenience and access
• Empower employees to drive change from the inside out
• Prepare for disruption while staying rooted in trust and relationships

Whether you’re launching a new initiative or rethinking your patient journey, Jesse Goodwin’s insights offer a roadmap for making innovation meaningful. 

Listen now or catch it on YouTube.