“Hard” vs. “Soft” Healthcare: A New Framing for Patient Engagement
The Innovation Accelerator Podcast
Release Date: 03/16/2022
The Evolution of the Chief Marketing Officer Role in Healthcare: The Geisinger Perspective
The Innovation Accelerator Podcast
Continuing our Reinventing the CMO podcast series, we bring to you the latest edition featuring , SVP, chief marketing and communications officer, and digital engagement leader at . He is responsible for marketing, communications, digital engagement vision, and strategy. He is a transformative industry leader who has built strong teams that have had a positive impact on healthcare and marketing. He is a firm believer in putting the customer first in marketing and authenticity in communications striving to innovate while getting the basics right by delivering the right message to...
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The Evolution of the Chief Marketing Officer Role in Healthcare: The Stony Brook Medicine Perspective
The Innovation Accelerator Podcast
Today we're continuing our series on “Reinventing the Chief Marketing Officer,” with our very special guest, , chief communications and marketing officer for in Stony Brook, New York. Stony Brook Medicine consists of four hospitals and an ambulatory network of 216 facilities, including the university's six health science colleges and programs in the New York region. Timothy directs the marketing and communication programs that create a fusion of brand, image, clinical, and research accomplishments. He oversees media relations programs and internal communications for over 14,000...
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Advancing Population Health by Empowering Primary Care
The Innovation Accelerator Podcast
What does it look like when value-based care theories, policies, practices, and innovative technologies are put into practice? What happens when we move beyond talking the talk to walking the walk of population health management at scale? To explore those questions and more, we invited , the Chief Medical Officer for Population Health Management at , to join our panel. Prisma Health is a clinically integrated network with over 5,000 providers focused on improving health outcomes, access, and health equity across South Carolina. Prisma Health works with health insurers, partners, and vendors to...
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Reshaping Primary Care: Embracing Payment Reforms and VBC Technology
The Innovation Accelerator Podcast
Primary care is meant to be the foundation of our healthcare system, yet it receives only 4-6% of total US healthcare spending. That under-investment is one reason—if not “the” reason—why the US spends more on healthcare but has the worst outcomes among high-income countries, according to a Commonwealth Fund report. Our current fee-for-service system incentivizes volume over value. Despite industry rhetoric about the importance of primary care, it remains poorly resourced and ill-equipped to deliver the comprehensive, continuous care patients need. Meanwhile, clinicians’ frustration...
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The Shift to Value: Opportunities and Challenges for Specialty Providers
The Innovation Accelerator Podcast
It’s no secret that the transition from fee-for-service to value-based care is accelerating in healthcare. While primary care has led the way so far, new models—and new investors—are emerging to position speciality care providers as the leaders of this transformation. On this episode of the Innovation Accelerator podcast, host discusses the opportunities and challenges of VBC for specialty providers with , VP of customer success and value engineering at Innovaccer. Dr. Seth is an expert in value-based care and population health, having spearheaded ACO management and enablement in...
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Reinventing the Role of Chief Marketing Officer
The Innovation Accelerator Podcast
In healthcare, the acronym “CMO” most often refers to a Chief Medical Officer, and rightly so. But another variety of CMO, the Chief Marketing Officer, is found in just about every industry––including healthcare. And today, the role of the healthcare CMO is evolving quickly. In post-pandemic America, marketing and branding have taken on new meaning as hospitals, health systems, MCOs, ACOs, and insurers all seek to engage the consumer. For provider organizations, it’s not simply a matter of maintaining reputation and driving traffic through the door. Value-based care and the...
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HIMSS23: A Look Back, a Look Ahead
The Innovation Accelerator Podcast
It's best to let some things marinate. And so it is with HIMSS, the year's largest healthcare IT trade show. Many folks are quick to draw conclusions about what they heard and learned, but given the size and scope of the annual exhibition—35,000 attendees this year (close to 2019's 40,000 record) and nearly 1,600 sessions and exhibits—maybe it's wise to wait a little while and let that information sink in, and give our minds some time to process it before drawing conclusions or taking actions. It's in that spirit that we bring you several members of our CMO (Chief Medical Officer) team,...
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Growth vs. Loyalty: A Battle for the Heart of Healthcare Consumers
The Innovation Accelerator Podcast
Today's show brings together , and Gary Druckenmiller, General Manager of Consumer and CRM at Innovaccer, to discuss the topic of "growth versus loyalty" in healthcare. They delve into the impact of healthcare consumerism on people and communities, and share a framework for a full end-to-end journey in healthcare. They also touch upon classic marketing aspects often ignored or misunderstood in healthcare, such as the importance of similar clinic and storefront names, the need for different departments to work closely together on the patient experience, and prioritizing patient...
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Today's State of Value-Based Care
The Innovation Accelerator Podcast
Starting with a CMS demonstration project of only ten providers in 2005, today’s value-based care (VBC)一when including MIPS and MACRA一now carries close to 100% primary care provider participation. And nearly 60% of all healthcare payments have some relation to quality and value—with rising levels of reimbursement related to risk and population. However, why have some of the promises around cost savings and outcomes not lived up to expectations? Will specialists, as well as secondary and tertiary care adopt VBC? What role does data readiness play in VBC success, and what can we...
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On Informatics, Nursing Shortages, and Digital Transformation, with Brian Norris, CNIO at IU Health
The Innovation Accelerator Podcast
When you think of “informatics,” what do you see? Data centers, high speed connections, data and analytics platforms, AI, ML, and NLP? If so, here’s a surprise: the roots of nursing informatics go back to the 1850’s, where Florence Nightingale captured and used data in efforts to improve sanitation that impacted medical protocols in military hospitals. Today, nursing informatics is among the mission critical roles in healthcare. Its leaders are accountable for many challenges and needs including clinical team workflow, staffing and retention, supply chain, informatics...
info_outlineHealth systems and hospitals are losing revenue and patients in an escalating competition for care services. Challengers—including major retail, pharmacy, telemedicine, and virtual health brands—are thriving, in part by strategically reframing patients as consumers.
That's not news. But there's another reframing they're doing as part of this, which today's guest calls "hard vs. soft healthcare." Understanding and acting on this concept is crucial for traditional provider organizations, who face a must-win moment across the primary, ambulatory, and home-based care segments.
How providers choose to frame patient engagement beyond the established "patient as consumer" theme will dictate how they can compete and thrive over the next decade and beyond.
Gary Druckenmiller, Patient Relationship Management leader at Innovaccer, dives into and explains this new framing on today's show, and explains how hospitals and health systems can make the most of this differentiating shift.
Here’s what we discussed:
- Why patient engagement continues to challenge providers and technology companies alike
- What are “hard” and “soft” healthcare?
- The separation and union of “hard” and "soft” healthcare
- How to close care gaps and improve the front- and back-end of care
- Why patient engagement must not ignore the financials
- What in the world is “PRM?”
- How PRM blends consumerism with a rational, clinically contextual patient data model
- Where to map soft-side processes around hard-data capabilities
- Going beyond the transactional/marketing patient experience to driving patient-centric, equitable care
Show Resources