Healthcare Fandom - Speck, Christina
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The healthcare industry has undergone significant changes since the introduction of consumer-directed health plans. As a result, an entire cottage industry in health tech was created to drive consumer involvement. Despite this, consumer engagement remains elusive. There is a clear need for "fan building" in healthcare. "Fans" are a critical engagement component of most industries; so how can healthcare remain the exception as it strives to be more consumer friendly? This book postulates that to have better (or more engaged) consumers in healthcare, we need to strive to build fans, followers,…mehr

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Produktbeschreibung
The healthcare industry has undergone significant changes since the introduction of consumer-directed health plans. As a result, an entire cottage industry in health tech was created to drive consumer involvement. Despite this, consumer engagement remains elusive. There is a clear need for "fan building" in healthcare. "Fans" are a critical engagement component of most industries; so how can healthcare remain the exception as it strives to be more consumer friendly? This book postulates that to have better (or more engaged) consumers in healthcare, we need to strive to build fans, followers, and friends. First, readers are initiated to the complexities in healthcare and necessary mindset changes to create fans and sustained engagement. Second, a model based on best practices from consumer disciplines provides a blueprint for building healthcare fans. Third, possible applications for Fandom in healthcare are illustrated with tools and templates to get leaders started on their journey for transformative engagement through Fandom. It incorporates wisdom based on interviews and discussions with healthcare leaders so Healthcare Fandom can become the oxygen needed for sustained healthcare engagement.
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Autorenporträt
Author Christina Speck brings over two decades of diverse global experience including leadership roles at top healthcare companies like CVS/Aetna and UnitedHealthcare Group. Her expertise ranges across customer strategy, customer engagement, innovation, and digital product development for companies like GSK, Heinz, DuPont, Hasbro, Aetna, MassMutual and Optum. In addition, Christina has worked extensively on customer engagement with Banner Health, Innovation Health, Apple, Johnson & Johnson, USAA, and UBS. Her work has been lauded by leading organizations including Quirk's, Consumers Digest, Superbrands, and Clay Christensen's Innosight. She sits on the Advisory Board of TMRE (The Market Research Event) and holds an MBA from the University of Texas, a Masters in Economics from the University of Mumbai and is pursuing her doctorate in Public Health at Johns Hopkins.