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Healthcare Takes A Page From The Retail Playbook

by Ozva Admin

At the HLTH (pronounced health) conference in Las Vegas, Nomi Health has a message for the industry; Go finance yourself. Marketing campaign highlights how healthcare should be more price transparent and allow easy access to high-quality care for all Americans, comparing the experience to how retailers serve their customer markets .

Health care users forced to navigate through a complex process

In spectacular fashion, Nomi Health has created a marketing campaign called Go Fund Yourself (GFY) with edgy videos, billboards, a large marquee over CVS on the Las Vegas Strip, where the conference is taking place, and the Gofundyourselfamerica website. com. The campaign was produced to show an example of what everyone hates about the US health care system, including long wait times, self-funded services not covered by health care providers, a complex system for receiving care, and confusing pricing schemes.

GFY’s marketing campaign reveals that in 2021 approximately $650 million, or about a third of all GoFundMe funds, went to medical campaigns, with 22% of American adults reporting donating to them. “With Go Fund Yourself, we’re flipping the script on traditional health care messages that are as dry as two weeks’ bread,” said Anthony Modano, chief marketing officer for Nomi Health.

The conference is a great way to raise a provocative topic among many prominent attendees whose purpose is to accelerate innovation in healthcare. But it’s not just an initiative for existing health care providers; retailers are also trying to get in on the action to improve the current system.

Healthcare learns from retail

Leading healthcare retailers and advocates like Nomi Health want to improve access to affordable, high-quality healthcare with transparent pricing. If the health care industry were to operate more like a customer-facing retailer, providers would have to radically change the way they approach patients’ needs, starting with being transparent about the cost of their services.

walmart has recognized the need to provide easy access and transparent pricing to quality health care for all Americans, especially those in underserved communities. For that end, walmart health was launched in 2019 to provide essential health center services for local clients, regardless of insurance status. Walmart last year
WMT
Salud expanded its services to include virtual appointments. With Walmart’s deep footprint across the country and 90% of Americans living within 10 miles of a Walmart, it has positioned the company to become one of the largest health service providers. The company’s care clinic concept offers services such as primary and urgent care, labs, x-rays and diagnostics, behavioral health, dentistry, optometry and hearing services, all in one facility. The company has clinics in Arkansas, Florida, Georgia, Illinois and Texas.

Amazon
AMZN
plans to extend its reach into the healthcare industry. For $3.9 billion, the internet giant recently acquired One Medical, a US primary care organization with a mission to make quality healthcare more affordable, accessible and enjoyable through a seamless blend of services in person, digital and virtual care. “Acquiring One Medical is part of Amazon’s goal to reinvent healthcare,” said Neil Lindsay, senior vice president of Amazon Health Services. “We love inventing to make what should be easy easier, and we want to be one of the companies that helps dramatically improve the healthcare experience for years to come.”

Medical care is complex and secret.

Retailers and health care leaders agree that the current health care system is in need of an overhaul. “It’s generally recognized that the health care industry is really the patient care industry. For a variety of historical and political reasons, incentives within the system have become terribly misaligned over time,” said Edward Bergmark, founder and former CEO of Optum. the health care services wing of United Healthcare, the largest health insurance company in North America. Bergmark believes that misaligned incentives have led to a confusing and byzantine system that is incomprehensible to most users and challenging and time-consuming to navigate even for the most “GFY media ad takes direct aim at the industrial complex -US Sanitation and calls for a better way forward. It’s a real talking point,” Bergmark said.

“Rampant healthcare inflation and Pandora’s box pricing structure are hitting Americans in their wallets, and it’s only getting worse,” observed Mark Newman, co-founder and CEO of Nomi Health. “The system as a whole needs to hit the reset button, and all major players need to take a hard look at the problem of runaway health care costs.” Newman was clear that the current operation of the industry is not sustainable in the long term.

Modano discussed how Nomi Health is taking a page out of the retail communications playbook and telling consumers, “’This health care system that you’re forced to navigate is really messy, but it doesn’t have to be. We can all make health care better, and it starts with an honest conversation about how terrible the current system is for most consumers.” The GFY campaign hopes to break open the door to start an honest conversation about the current healthcare system. The GFY campaign also raises money for the Health Well Foundation, helping underinsured people pay for critical medical treatment.

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