Making the Healthcare Shift: The Transformation to Consumer-Centricity

Making the Healthcare Shift is a practical guide for healthcare leaders across the globe who have the fortitude to transform their organizations to both compete and win in the age of healthcare consumerism.

Healthcare organizations finally have both the motive and means to engage and empower consumers. While healthcare organizations have recognized the need to change, they often don’t know where or how to begin. As the industry sits on the edge of transformation, marketing strategists, Scott Davis and Jeff Gourdji, reveal how traditional healthcare organizations (payers, providers, pharma companies) can prepare for the changes to come and re-invent how they engage with consumers. Making the Healthcare Shift includes over 60 executive interviews with the biggest names in healthcare and a quantitative research study. Some of these names include Mayo Clinic, Blue Cross Blue Shield plans, and Pfizer. Scott and Jeff identify five shifts organizations can make to better compete and win in this evolving landscape and offer practical advice on how to make those shifts become a reality.

Scott Davis is the Chief Growth Officer of Prophet, a leading strategic growth firm. In over 25 years of brand and marketing strategy consulting, he has worked with an array of clients, including, GE, Johnson & Johnson, Allstate, Hershey’s, Microsoft, Boeing, Sara Lee, NBC Universal, the NBA, Target, Gulfstream, United Airlines, and the City of Chicago. His work in healthcare includes Johnson & Johnson, the Blue Cross Blue Shield Association, Mayo Clinic, Encompass Health and an array of provider systems in the US and across the globe. Scott is a frequent guest lecturer at MBA programs across the country and served as an adjunct professor at the Kellogg School of Management at Northwestern University. Scott began his career at Procter & Gamble and is now a contributing columnist at forbes.com and the author of 3 previous books, including The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Leaders. He resides in Glencoe, IL.

Jeff Gourdji is a Partner and a co-leader of the healthcare practice at Prophet. With 20 years of leading high-impact marketing and strategy projects, Jeff brings a breadth of experience that comes from working across many industries as marketing practitioner, management consultant and political strategist. Jeff has worked extensively across the health care value chain with an array of growth challenges. His current and past clients include Mayo Clinic, Northwestern Medicine, Encompass Health, Anthem, Eli Lilly & Company and several Blue Cross Blue Shield plans. Jeff is a frequent speaker and writer on healthcare topics and has been published or cited in Becker’s Hospital Review, Modern Healthcare, Medical Marketing & Media (MM&M), PM 360 and MediaPost. Jeff received his B.A. from the University of Michigan and his M.B.A. from the University of Chicago Booth School of Business. He currently resides in Chicago, IL.