Video: 3 Key Insights on Reframing Healthcare with Dr. Zeev Neuwirth

by | May 19, 2021 | Healthcare Industry Insights | 0 comments

In this interview for our “3 Key Insights” video series, Dr. Zeev Neuwirth shares his expert perspective on consumerism, increased competition and marketing’s role in transforming healthcare.


Dr. Zeev NeuwirthAs a physi­cian exec­u­tive, author, speak­er and pod­cast host, Dr. Zeev Neuwirth has a unique van­tage point on the oppor­tu­ni­ties and chal­lenges fac­ing health sys­tems in 2021. He high­lights sev­er­al of these along with his view that a mar­ket­ing mind­set is now mis­sion critical.

Key Insight #1: Health systems must do a better job of differentiating themselves.

Health­care sys­tems are doing absolute­ly remark­able work; I just don’t believe they’ve actu­al­ly dif­fer­en­ti­at­ed them­selves enough.

Of course, you can’t be every­thing so the ques­tion is: What do you real­ly want to be, what do you want to do for the world? That seg­ment­ed focus is part of differentiation.

I think there are cer­tain fun­da­men­tal things that health­care sys­tems can stand for. There are cer­tain things we’re doing that we should high­light. For instance, I’m incred­i­bly proud of my orga­ni­za­tion [Atri­um Health] and its lead­er­ship around the social deter­mi­nants of health. We’ve made it one of our strate­gic hall­marks to real­ly help trans­form the com­mu­ni­ty. I believe that’s a differentiator—not the only dif­fer­en­tia­tor, but one exam­ple of how cer­tain things resonate.

You could be an expert in car­dio­vas­cu­lar care, ortho­pe­dic care, neu­ro­log­ic care or child care. Those are things where you can begin to say, “Of course, we do a lot of things but here are cer­tain things we want you to be aware of.”

Key Insight #2: Health systems must address non-consumption.

We know that lit­er­al­ly half the pop­u­la­tion in this coun­try doesn’t even have a pri­ma­ry care provider. This real­i­ty is sad and upset­ting and wrong since we know that when peo­ple go to pri­ma­ry care providers, the health of their com­mu­ni­ties increas­es. This is a pub­lic health issue and I’m talk­ing about get­ting to the large per­cent­age of the pop­u­la­tion who are non­con­sumers. We also know that non­con­sump­tion increased as a result of COVID-19. Peo­ple were afraid to go into doctor’s offices (right­ly so), which is one of the rea­sons why vir­tu­al care has increased tremen­dous­ly.

As you dif­fer­en­ti­ate your­self, fig­ure out what you can do to reach non­con­sumers to make health­care more acces­si­ble and con­ve­nient for them to actu­al­ly use. We’re talk­ing about the right thing to do for your community.

Key Insight #3: Competition is increasing while consumer loyalty is shifting.

I believe we are vul­ner­a­ble to los­ing our patients. The mar­ket is not becom­ing less com­pet­i­tive for hos­pi­tal sys­tems and lega­cy providers. It is def­i­nite­ly becom­ing more com­pet­i­tive. You’re see­ing retail­ers get into the mar­ket along with thou­sands of new entrants, includ­ing thou­sands of dig­i­tal health­care com­pa­nies that are incred­i­bly well fund­ed. The mar­ket is increas­ing­ly pour­ing tens of bil­lions of dol­lars every year into these new entrants.

Then you’ve got these mega entrants like CVS, Aet­na, Humana and oth­er pay­ers. When I say pay­er, tra­di­tion­al­ly they were called insur­ance companies—but make no mis­take, they’re not insur­ance com­pa­nies any­more: They’re providers. They’re inte­grat­ed, ver­ti­cal­ly enhanced provider groups. Optum is anoth­er one: more providers than any oth­er orga­ni­za­tion in the coun­try in what was tra­di­tion­al­ly an insur­ance company.

You’ve also got Ama­zon, which just start­ed offer­ing employ­ee healthcare—not just for their own employ­ees across the coun­try but to oth­er employ­ers as well.

Mega-cor­po­ra­tions like Wal­mart know how to attract and retain cus­tomers, and they’ve been in the mar­ket­ing game a lot longer and with more sophis­ti­ca­tion than tra­di­tion­al health­care providers. This is the new competition.

For­get about growth: If you just want to retain cus­tomers, we’re going to have to up our game. Reten­tion is absolute­ly crit­i­cal, and mar­ket­ing is going to be crit­i­cal. I mean that in the broad­er sense of the word: real­ly under­stand­ing what your con­sumers want, what they need, what role they want you to play and how to deliv­er care.

Watch the full interview

Get more insights to inspire your mar­ket­ing strat­e­gy in our 15-minute con­ver­sa­tion with Dr. Zeev Neuwirth.

Let’s Differentiate Your Healthcare Brand

Our team of health­care mar­ket­ing experts under­stands how to engage con­sumers in high­ly com­pet­i­tive markets. 

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