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Current healthcare marketing doesn’t reflect the current realities of choices. On the Relevant Podcast Channel, award-winning healthcare thought leader Jared Johnson and a rotating set of guest hosts challenge the conventional wisdom of healthcare B2B and B2C marketing, technology, careers, and leadership.
20 Episodes
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Rule #10 is to keep it real. Just be you! Feel empowered to speak personally and with authority when posting on social media. Every little interaction helps people know and trust you as a person, which helps them buy from you down the road.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #20) See omnystudio.com/listener for privacy information.
Direct Primary Care is a growing type of clinic that almost doesn't need marketing because the experience speaks for itself. DPC takes some of the best parts of value-based care and concierge-style memberships to offer consumers more access, ease, and attention. In today's cash health economy filled with high-deductible health plans, consumers are welcoming this alternative approach with open arms.
Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss lessons we can learn from how DPC clinics market their consumer-focused care. (Relevant #19)See omnystudio.com/listener for privacy information.
Rule #9 is to value patience. Because buying cycles are so long in tech and services, client education and industry relationships are more valuable for B2B organizations. Often the tech evolves more quickly than hospital leaders' ability to understand its value, so it's even more important to see yourself as a resource to help the evangelists influence decision makers, rather than forcing them down a funnel.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #18) See omnystudio.com/listener for privacy information.
Nice Healthcare and Firefly Health differentiate their digital-first, employer-provided care by positioning themselves as modern and convenient. Nice explains that not accepting insurance is one way they keep costs down, and Firefly goes to great lengths to explain jargon in consumer-friendly terms.
Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss lessons we can learn from how Nice and Firefly market their direct-to-employer care. (Relevant #17)See omnystudio.com/listener for privacy information.
Rule #8 is to lead with curiosity. Curiosity is necessary in this pivotal time in marketing because of emerging technologies such as generative AI. Successful marketing leaders don't wait for all of the answers before taking the first step.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #16) See omnystudio.com/listener for privacy information.
Forward Health says they're "healthcare the way it should be." Best Buy says they "meet you at the intersection of health and technology." One is a concierge-style clinic; the other is an electronics store. But they both market the ways that they enable consumer-first care and imply that traditional visits to a doctor's office are a relic of the past.
Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss the ways that Best Buy and Forward Health market their tech-enabled primary care. (Relevant #15)See omnystudio.com/listener for privacy information.
Rule #7 is to ungate your funnel ... OK, well most of it. If you force every buyer down the same road, they often won't make it to your destination. Considering the benefits of opening up some of your content rather than gating it can help you simplify your sequences and improve your overall win rate.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #14) See omnystudio.com/listener for privacy information.
With 120 senior medical centers in 15 states, ChenMed uses experience-based positioning and a relationship focus to market their value-based care for Medicare Advantage members. How do their marketing messages convey their value proposition to consumers and caregivers?
Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss the ways that ChenMed markets their relationship-based membership for older adults. (Relevant #13)See omnystudio.com/listener for privacy information.
Rule #6 is to meet buyers where they are, and that means to evolve your content strategy. For effective B2B marketers, the days of expecting your public-facing content to do the heavy lifting are gone. Buyers want more social proof than ever, and that means they're looking for recommendations in more "dark" channels -- Slack channels, Discord communities, and other private groups of their peers.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #12) See omnystudio.com/listener for privacy information.
Transcarent markets fast digital care that's available from your employer, aided by their recent acquisition of assets from 98point6. How are your health choices impacted when the benefit and information comes from the place where you work?
Join veteran hosts Jared Johnson and Peter Balistrieri as they share lessons we can all learn from marketing health services, as opposed to facilities. (Relevant #11)See omnystudio.com/listener for privacy information.
Rule #5 is to educate your buyers at scale in order to reduce the buying cycle. Healthcare leaders are flooded with noise everyday, so you can expedite the road to a sale by focusing on the buyer's journey as opposed to your selling journey. When you see your role as educating rather than forcing someone down a funnel, you create moments of trust that lead to faster results.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #10) See omnystudio.com/listener for privacy information.
Walmart Health lets its experience speak for itself, starting with transparent pricing. They post a price list for each clinic so you can know before you go. We can all learn from their commitment to this important part of the patient experience and the marketing implications.
Join veteran hosts Jared Johnson and Peter Balistrieri as they share lessons we can all learn from marketing health services, as opposed to facilities. (Relevant #9)See omnystudio.com/listener for privacy information.
Rule #4 is to modernize your value proposition. Healthcare and health tech brands tend to tout their solutions as the answer to lots of problems, but that's hard to convey to a busy buyer who might just care about one thing. It’s one thing to tell yourselves that you’re seeing the problem from the customer’s point of view; it’s another thing if the customer agrees!
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #8) See omnystudio.com/listener for privacy information.
UnitedHealthcare and its Optum subsidiary offer tools to help consumers stay healthier, including a $35/month insulin service and a price matching tool for prescription medications. While they employ tens of thousands of physicians, they don't always market facilities like a hospital or health system might tend to do. Join veteran hosts Jared Johnson and Peter Balistrieri as they share lessons we can all learn from marketing health services, as opposed to facilities. (Relevant #7)See omnystudio.com/listener for privacy information.
Rule #3 is to over-index on creating demand and find a better balance between generating demand and capturing it in order to better reach today's B2B buyers and ultimately win their business.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #6) See omnystudio.com/listener for privacy information.
Walgreens and its subsidiary Village Medical market value-based care that includes home and retail experiences. They attempt to do this while attempting to convey that high-quality care can come from anywhere.
Join veteran hosts Jared Johnson and Peter Balistrieri as they share lessons we can all learn from the way that drug stores market their healthcare services. (Relevant #5)See omnystudio.com/listener for privacy information.
Rule #2 is to understand the full ecosystem of buying choices that healthcare organizations are making and challenges that they are trying to address.
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in!
(Relevant #4) See omnystudio.com/listener for privacy information.
Amazon and One Medical market themselves in ways that reflect consumers’ needs. Their brand promise centers on convenience and other experience-based factors.
Join veteran hosts Jared Johnson and Peter Balistrieri as they challenge primary care marketing to convey a new level of consumer awareness, especially as they hand off to retailers. (Relevant #3)See omnystudio.com/listener for privacy information.
It's here! The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing.
Marketing to healthcare organizations is hard, and a lot of current marketing strategies no longer reflect buyers’ preferences. This is why it’s harder than ever for brands to be relevant to modern healthcare buyers. And THAT’s why we’ve created these New Rules of Relevance – to give you a roadmap to navigate these changes and set you up for success.
It all starts with Rule #1: Put yourself in your buyer's shoes. Let's dig in!
(Relevant #2) See omnystudio.com/listener for privacy information.
Who’s paying attention to how disruptors are marketing themselves? CVS Health says they’re delivering care like no one else can, and Oak Street claims that they have doctors who actually listen.
Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss how current healthcare marketing does not reflect the current realities of choices for consumers, and what to do about it. (Relevant #1)See omnystudio.com/listener for privacy information.
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