Healthcare Fandom: How to Boost Engagement by Creating Fans

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.

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.

Foreword Contributor Mindy Fox is an accomplished senior executive recognized across industries for consistent delivery of top-line revenue growth and profitability. Her career includes twenty years as a business builder and leader with Mercer where she managed a profit and loss statement of $2.5B. Mindy recently led Employer Sales and Consultant/Broker Relations at Optum, serving over 127 million consumers. Earlier in her career, Mindy was a Partner at Price Waterhouse Coopers and also ran operations for large enterprise clients at Empire Blue Cross Blue Shield.

Foreword Contributor Paul Marcotullio is an accomplished global human resources leader having spent seventeen years leading the global benefits and reward/recognition corporate functions at Citigroup and, more recently, at TD Bank. Prior, he spent fifteen years as a consultant at three major firms managing a multi-country team servicing large employers. Mindy and Paul are now Partners at Yellow Brick Strategic Advisors, a healthcare consulting and advisory firm.