Making the Healthcare Shift

The Transformation to Consumer-Centricity

Scott M. Davis, Jeff Gourdji

• Publisher: Morgan James Publishing
• Year: 2018
• Print ISBN: 9781610395427, 9781642791105
• eBook ISBN: 9781642791020
• Topic: Business
• Subtopic: Business General
• Index: Business

Making the Healthcare Shift is a practical guide for healthcare leaders across the globe who have the fortitude to transform their organizations to both compete and win in the age of healthcare consumerism.

Healthcare organizations finally have both the motive and means to engage and empower consumers. While healthcare organizations have recognized the need to change, they often don't know where or how to begin. As the industry sits on the edge of transformation, marketing strategists, Scott Davis and Jeff Gourdji, reveal how traditional healthcare organizations (payers, providers, pharma companies) can prepare for the changes to come and re-invent how they engage with consumers. Making the Healthcare Shift includes over 60 executive interviews with the biggest names in healthcare and a quantitative research study. Some of these names include Mayo Clinic, Blue Cross Blue Shield plans, and Pfizer. Scott and Jeff identify five shifts organizations can make to better compete and win in this evolving landscape and offer practical advice on how to make those shifts become a reality.

Appendix

THE STATE OF CONSUMER-CENTRICITY IN HEALTHCARE

To understand where healthcare organizations stand in making the shifts described in this book, to understand where they have made progress, and where they have struggled, we surveyed 241 healthcare executives (VP level or higher in provider and payer organizations, Sr Director or above in pharmaceutical manufacturing organizations) in late 2017. While findings have been interspersed through the pages, additional data can be found here, including cuts by type of healthcare organization and by region.

PROPHET’S BRAND RELEVANCE INDEX

At Prophet, we believe the strongest brands are the ones that are relentlessly relevant and making a difference in consumers’ lives. We created the Prophet Brand Relevance Index™ (BRI) to understand the principles that great brands execute against — in customers’ minds — in order to establish themselves as relentlessly relevant and to help companies measure brand relevance and understand how it can unlock growth.

Relevant brands make bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are. Those companies that have built relentlessly relevant brands generally have four common characteristics:

In 2017, Prophet surveyed 50,000 consumers in China, Germany, United Kingdom and United States to determine which 750 unique brands they simply cannot live without. Companies from all industries that contribute materially to household spend in each respective market were included in the study. The data was sourced from the Bureau of Labor Statistics’ February 2016 Report on Consumer Expenditures (US), Office for National Statistics’ 2015 Report (Germany), and McKinsey’s Macroeconomic China Model Update for 2015 (China). Within each industry, the companies that were included achieved outsized business performance (MRY revenues and trailing 3-year revenue growth) within their respective industries. In some instances, smaller companies that have been driving change in these industries were also included given their significant traction with consumers. 750 unique brands, including 150 global brands and 600 regional brands, were rated across the four regional studies. Brands not included were those in the tobacco and firearms categories and companies engaged solely or primarily in business-to-business (B2B) categories. Below are the top ten brands from each region:

PROPHET / GE HEALTHCARE PARTNERS STUDY OF PATIENT EXPERIENCE

As we have discovered in Making the Healthcare Shift there is a vital change happening in healthcare: people are demanding to be treated as savvy consumers, who deserve choices, convenience and fair prices. The same revolution of consumerism that’s shaking up the way the world buys financial services, airline tickets and groceries is finally underway in healthcare. And as healthcare options multiply, this trend will only accelerate. Providers who are ready to respond by creating a strong patient experience are going to win, and those who aren’t will be left behind.

To better understand the consumer healthcare experience, Prophet partnered with GE Healthcare Partners to assess the gap between patient and providers’ expectations and perceptions.

Prophet routinely sees healthcare patients frustrated with the current system and providers struggling to meet the needs of savvy consumers. GE Healthcare Partners often works with providers struggling to balance their competing priorities of cost efficiency, care delivery transformation, and patient experience. Together we wanted to better understand and quantify this divide and to help providers better address healthcare consumers’ most pressing needs.

A 2015 survey was conducted online, with consumers and providers. ...

Table of contents

• Cover
• Title
• Copyright
• Table of Contents
• Acknowledgements
• Preface: The Case for Consumer Centricity in Healthcare
• Introduction: Making the Healthcare Shift
• The First Shift: From Tactical Fixes to a Holistic Experience Strategy
• The Second Shift: From Fragmented Care to Connected Ecosystems
• The Third Shift: From Population-Centric To Person-Centered
• The Fourth Shift: From Incremental Improvements To Pervasive Innovation
• The Fifth Shift: From Insights as a Department to a Culture of Consumer Obsession
• Creating a Consumer-Centric Culture
• Leveraging Digital to Transform
• Conclusion: The Path to Transformation
• About the Authors
• Appendix