#215 - Patient Trust Starts With Cutting Red Tape

I always find it fascinating when I go, and obviously I'm a sample size of one, but I always find it fascinating, and I'm sure you've heard this story over and over again.

When I go to a specialist that I've been to 10 times before, and I'm asked to fill out the same forms, and I'm like, "I don't move every month.

I don't move every two weeks.

Like, why do I need to give you my address again?" It's insane in a way, and it's, it's just something that you don't really experience in other walks of life.

I am a huge convert and believer in your mission and what you guys are doing, and I think it makes complete sense.

And I love the fact that we finally got to a point where we can turn that thought and that problem statement into a, a solution that's gonna work for everybody.

I did wanna talk a little bit about marketing in general, 'cause obviously you are a CMO, and you kind of alluded to it.

You've also run marketing agencies, and you have a massive background in marketing.

Back in the day, our sort of parents' and even grandparents' generation, the healthcare journey was relatively straightforward, right? There was something wrong with you.

You went to the doctor.

The doctor told you what you needed to do next, and then finally, you did it.

For us, the patient journey has become so complex.

Even before the rise of AI and chatting with AI and having those conversations, just the amount of information that you can get on the internet, the amount of content that has surfaced, it's almost overwhelming, and I feel like sometimes far from adding more clarity, it adds more uncertainty to the patient journey and trying to understand and diagnose some of these things.

Why do you think that healthcare has become so good at generating content around symptoms, around conditions, procedures, treatments, but struggles to give the end patient that level of clarity around what to do next, around what the journey should look like, and how to get to that right answer-

Yeah

... how to cut out all the noise? What do you think is the root cause of that, and then how do we improve that as a marketing division, as a marketing approach?

Yeah, it's the right question to be asking at this moment in time.

Healthcare is not immune from the seismic shift that has been taking place of the customer experience in the last 15 to 20 years.

But it is the least mature as it relates to the customer experience.

I can go buy a car on my phone.

I can walk in to pick up that car, pay for it with my phone, walk out with my phone, never sign a piece of paper.

We all have had that experience, or you know others who've purchased a Tesla or others, that we know that that's the experience that has now become part of the expectation.

And yet, to your point, every time I show up at my provider's office, I'm handed a clipboard, and I'm told to fill out the same information over and over again, even if I'm walking across the hall.

The consumer doesn't understand I'm walking across the hall, and what's across the hall could actually be a different provider, which is contracted and under a different contract and paid differently from a different payer system.

They don't understand any of that.