Understanding Your Consumers to Create an Indispensable Brand Through a Strategy and Marketing Lens

Consumerism in healthcare has become increasingly relevant due to the rise of direct-to-consumer advertising, health information availability online, and patients' desire to be more informed about their medical conditions and treatment options. How an organization defines consumers differently than patients is critical to how it develops an approach to better intertwine market and consumer intelligence to inform strategy and thereby ensure brand indispensability. Specifically, Duke Health, with a robust strategic planning approach intertwined with marketing, will share how it navigates the two disciplines to ensure they fuel Duke Health's overarching goals and the successes and challenges in establishing brand differentiation and loyalty. NRC Health will share the consumer and patient perspective on organizational goals, priorities and the messages they want to hear. Together, we will review strategies to engage consumers through personalized communication, social media and educational content and review the importance of building a strong brand that resonates with healthcare consumers, fostering loyalty and repeat business.

Learning Objectives:

• Understand why healthcare consumerism is relevant today, focusing on market trends, patient expectations and the impact on profitability.
• Understand how consumerism can open new revenue streams, such as through telemedicine, personalized health plans and preventive care services.

Speakers:

Ryan Donohue
Strategic Advisor
NRC Health

Morgan Jones, FACHE
Chief Strategy Officer
Duke Health

Continuing Education Credit

ACHE Qualifying Education Credit

This recording is eligible for 1 ACHE Qualifying Education credit.

ACHE Education credits will be automatically updated in your My ACHE account upon completion of the recording.

Interprofessional Continuing Education Credit

In support of improving patient care, the American College of Healthcare Executives is jointly accredited by the Accreditation Council for Continuing Medical Education (ACCME), the Accreditation Council for Pharmacy Education (ACPE), the American Nurses Credentialing Center (ANCC), and the American Academy of PAs (AAPA) to provide continuing education for the healthcare team.

This activity was planned by and for the healthcare team, and learners will receive a maximum of 1 Interprofessional Continuing Education (IPCE) credit for learning and change. For further information about Joint Accreditation credits and certificates, please click here.

Physician Continuing Medical Education

The American College of Healthcare Executives (ACHE) designates this live activity for a maximum of 1 AMA PRA Category 1 Credits^™. Physicians should claim only the credit commensurate with the extent of their participation in the activity.

Continuing Nursing Education

The American College of Healthcare Executives designates this live activity for a maximum of 1 contact hours of continuing nursing education.

Continuing Pharmacy Education

The American College of Healthcare Executives designates this knowledge-based activity for a maximum 1 contact hours of continuing pharmacy education credit. 

Continuing Social Work Education

The American College of Healthcare Executives designates this knowledge-based activity for a maximum 1 contact hours of continuing social work education credit.

Physician Associate/Physician Assistant Continuing Education

The American College of Healthcare Executives has been authorized by the American Academy of PAs (AAPA) to award AAPA Category 1 CME credit for activities planned in accordance with AAPA CME Criteria. This activity is designated for a maximum of 1 AAPA Category 1 CME credits. PAs should only claim credit commensurate with the extent of their participation.