Weekly Hash: August 23, 2020
Brandon Edwards
Seasoned healthcare executive in marketing and managed care services
Can we admit the last six months have not been easy? Operating at such a high pace has created a sense of living on fumes and has become the new normal.
The question is, how do we support, lead, and energize our teams and colleagues during this season new way of life? This was the topic of this past week's No Normal Show podcast with Marc Fredson from UCSF Health. Make sure to give it a listen.
Also, don't miss out on the interesting partnership announced this week and the soon-to-be new member of the hospital c-suite below.
What’s on our minds this week:
HEALTH SYSTEMS
This week's launch of an Aetna-Cleveland Clinic co-branded health insurance plan is just the latest move in a long history of Aetna/health system partnerships. Yet it's notable in two key ways: 1) the nationwide access that Aetna commercial plan members will now get to Cleveland Clinic for virtual second opinion services, and 2) the bold estimates that employers who sign onto this new offering can save up to 10% in healthcare spending compared to typical plans.
These takeaways are just the latest examples of two trends happening across the industry: virtual care's enablement of an entirely new competitive landscape for providers, and the continued push for value and cost management in today's employer-sponsored health insurance model. As the lines between industry verticals and traditional competitive sets continue to blur, expect more announcements like this one.
— Shannon Hooper, Executive Vice President, Chief Growth Officer
HEALTH SYSTEMS
We’ve heard the drumbeat – telemedicine is here to stay… and, some health systems have made the commitment to advancing technology and leadership focused on telemedicine. This is encouraging, as health systems seek to focus on consumers and expand access to care. But, in our recent quest to shore up COVID-induced gaps in virtual care, we may miss the forest for the trees. It’s not just about getting the offering out there – it’s also about creating a consumer experience that reflects well on our system brand. The systems that seem to be doing this successfully are those who demonstrate telemedicine’s value to their clinicians, ensure that their approach supports care coordination, and avoid cordoning telemedicine off into its own silo.
— Tiffany Pack, Vice President, Strategy
Your Consumers are Afraid
We might be marketers, but we’re also people. And we suspect we have a lot in common with how most other people are feeling these days.
We are afraid. And it’s hard to get past that feeling. This is the headspace your consumers are swimming in, 24/7.
So, how do you reach them in that place? How can you connect with them in a genuine way? And how in the world do you plan for your next quarter, or next year, when consumers can’t even bear to think about tomorrow?
Next Week: Piedmont Healthcare Joins Us on The No Normal Show