Tuck Ross

Resistance to change is often about loss. Loss of control. Loss of financial benefit. Loss of relevance. These fears all come into play, sometimes separately but often all at once. Yes, change aversion is inherently human, but overcoming it is possible. But success is highly unlikely with a passive approach. Change management is skill unto itself and after representing and driving change at a number of healthcare and software organizations both big and small, I’ve come to realize the importance of understanding the root causes of change resistance (by key stakeholder), and proactively managing the change journey with empathy and intentionality. This post from Benjamin Schwartz, MD, MBA is a great reminder of this major tripping point for those striving to drive change in healthcare. Worth a read. #innovation #changemanagement #healthcare

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Las Cruces, New Mexico has 75,674 potential total joint patients. Using the right strategy (and data) helps you identify and communicate with these likely hip/knee consumers. Combine demographics and psychographics (collected ethically and opted-in) for insights into people’s lives that will qualify them into this audience. When you create personas of individuals including: ages, lifestyle attributes, sports & activities, purchase patterns and digital habits, and apply this persona to your service area… you have an audience of people most likely to need your services. This audience is within a 30-mile radius of Las Cruces (below). This proactive approach reaches these consumers directly, strategically placing your solution in front of them, without them searching for a thing… This SEARCHLESS strategy generated 1923 NEW patients for one of our clients this year just from this total joint campaign. QQ for you: MountainView Medical Group NEW MEXICO BONE AND JOINT INSTITUTE Are you reaching these people directly? or Are you waiting for them to find you? A direct-to-consumer strategy puts you directly in front of these people where they are online. The future of patient acquisition is SEARCHLESS. If you're looking for an advantage, let’s talk. #totaljoint #healthcarestrategy #LasCruces #orthopaedics

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There has been an uptick in the number of people asking to join the Consumer-First Health Group think tank chats. If that's any indication, Consumer Experience is coming to the forefront again as healthcare leaders are seeking more clarity on how it can fuel their growth strategy. I think one reason these chats are valuable is because we START by looking at what consumers really want with their health and then work backwards to understand what services need to be designed and built, rather than starting with the lens of what traditional medicine currently offers and trying to force new demand for services that don't truly meet their needs. **BIG DIFFERENCE.** These chats are also valuable because we inform our dialogue with our own personal encounters with the healthcare system. Nothing helps people understand what progress still needs to be made better than hearing how it is working (or not working) in our own real lives. Primary care wait times are just a number until they're being described by a community member in pain who can't be seen for weeks. GLP-1's are merely a hot topic until a community member helps us see the hype and better understand the myriad ways that it's improving their life beyond weight loss. Health and wellness are universal. We need more chats like this. We want your perspective. We invite you to be a part of it. MESSAGE ME.

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This reminds me of a marketing anecdote that I’ve heard & used many times to make the case for consistent branding & messaging: that it takes at least 10 touch points for a target to remember your brand. And if your brand look, value prop, or messaging changes, you’re back to square one. But when I went to source this common data point, I had a hard time finding anything current or definitive. Let me know if you've heard this “data point” & if you know where it came from. #marketing #marketingdata

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Hey healthcare marketers! Will I see you at the Swaay.health conference this year? Registration closes tomorrow and if you don't already have plans to attend, here are 3 reasons you should! 1) It's the best place to network with other healthcare marketers to discuss strategies, challenges, jobs, recruiting, and more. (Fun fact, I hired one of my all time favorite people, Rebecca Nadeau, after meeting her at this conference a few years ago!) 👯‍♀️ 2) The "Unconference" sessions - it's a chance to vote on the topics that you want to discuss with your peers and instead of listening to a speaker, the entire room gets to chime in with their experiences. I've learned the most and had the best takeaways from these sessions. My favorite memory was listening to Burt Rosen talk about the bold and unique strategy to use conference bathrooms as a marketing tactic. 🚽 3) I'd be remiss if I didn't mention that I'll be speaking on a debate panel with Scott Collins, Mark Erwich, and Adam Turinas about the prioritization of account based marketing. Do you think account based marketing should be a top 5 priority for healthcare marketers? Why or why not? 🤔 Colin Hung, John Lynn, Brittany Quemby and team have done an incredible job of making the Swaay.Health Marketing Community the most inviting, friendly, and fun way to add immense value to your healthcare marketing career. Register here and see you there! https://lnkd.in/eMCgiR2P #healthcaremarketing #swaayhealth

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📌 Okay, here are six more amazing marketing, growth, and content roles to share with y'all: 1 - Vice President of Marketing at Curana Health: Lead the marketing strategy to elevate brand presence and drive growth (10+ years experience) at this exciting, value-based primary care provider focused on seniors. Plus, get to work with the awesome Lily Huang! 2 - Growth Marketing Manager at Miga: Drive user acquisition and engagement (5-7 years) at a fast-growing virtual heart health startup run by friends Andreas Limberopoulos & Jarrad Aguirre, MD, MBA. 3 - Director of Content Marketing at Machinify, Inc.: Develop and execute on a comprehensive content strategy (8+ years) at an innovative AI company getting people medical care at the right time and at the right price. cc Justin Fink via HTN 4 - Director of Growth at Arise: Lead growth initiatives (7-10 years) at this important and exciting virtual-first eating disorder program startup-- plus report directly to CEO Joan Zhang! 5 - Member Marketing Director of Healthcare at Oshi Health: Work directly with me (!) and lead member marketing strategies to drive engagement, content development, and growth (8+ years) at a GI care-focused startup with tremendous outcomes. 6 - Editorial Partner at Healthyish: Be one of the first few editors at a new health & healthcare-focused content agency I'm starting. We're looking for editors & content leaders with deep health content experience and expertise-- and a willingness to be a part of something new and exciting + hopefully very lucrative! Links to apply in the comments!

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This is a great podcast hosted by Laurie McGraw why hard work alone is not enough and pragmatic steps to flip this disadvantage on its head. Hint - it is more than just working harder. If you are not following The Inspiring Women Leadership Lab podcast, check it out. #leadership #womenleading #success

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This is quite incredible to see. Very few #CMMI demonstrations can point to any savings at all. And “…MSSP savings go further than savings generated by Medicare Advantage…” #ACO #VBP #Primarycare #MSSP #healthcareinnovation

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I was quoted in Ryan Barwick's article in Morning Brew about Meta’s policy changes set to impact health and wellness advertisers starting in January 2025 💡 If You Haven't Caught Up: Meta is restricting access to health-related data, which means no more tracking lower-funnel events like Purchases and Add to Cart—critical data points for health and wellness brands Why This Matters: Fewer Data Signals = Less Optimization So, What Can You Do? Adopt Server-Side Tracking (CAPI) 🔄 If you’re using Pixel, it’s time to move to CAPI for more control over the data being passed. However, if you're fully restricted, even CAPI may be limited in terms of what it can track for down-funnel events Focus on Upper-Funnel Optimization 🔝 With lower-funnel events restricted, focus your efforts on tracking early-stage intent through events like ViewContent, Lead, and Page Views. These can still help you capture intent while keeping your campaigns moving forward Stop Chasing the Pre-iOS 14 World ⏳ Let’s be real: the pre-iOS 14 world where we had complete control over tracking is gone. It’s time to adapt. Focus on organic growth, iterations, and testing new platforms. Meta has had a monopoly for far too long—explore emerging platforms and alternative data strategies to stay ahead of the curve. We are eyeing AppLovin Read the full story here: https://lnkd.in/ecnEpuGg

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I'm thrilled that today, we announced a significant milestone for Clover Health: the launch of Counterpart Health. Our innovative Clover Assistant (CA) platform is now available to all Medicare Advantage payors and providers under the new brand name Counterpart Assistant. Why am I so excited about this? This move is a strategic leap forward in our mission to improve healthcare for everyone. With Counterpart Assistant, we're not just expanding our reach—we're leveraging cutting-edge AI and machine learning capabilities that have already proven to make a real difference in patient care. The healthcare landscape is evolving rapidly, and the need for advanced, data-driven tools has never been greater. Medicare Advantage plans, in particular, are under pressure to improve patient outcomes while managing costs. That’s where Counterpart Assistant comes in. By bringing our technology to more providers, we're empowering clinicians with the tools they need to deliver high-quality, personalized care. What makes Counterpart Assistant special? First, we’re broadening our impact by allowing providers outside of Clover Health's Medicare Advantage plan to benefit from our technology. Our hybrid SaaS and shared-savings model aligns financial incentives with health outcomes, ensuring flexibility and scalability. CA’s AI-driven insights enhance clinical decision-making, and are associated with earlier diagnosis and better management of chronic diseases. Plus, we've built a robust support system to ensure seamless integration and ongoing assistance for all users. Clinicians using CA have seen significant improvements in Medical Cost Ratios and patient outcomes. The timing couldn't be better. The healthcare industry is ripe for transformation, and our technology is poised to lead the way. By expanding the use of Counterpart Assistant, we’re not just keeping up with the changes—we’re driving them. Join us on this exciting journey. Visit our website for more details. Thank you for your continued support as we strive to bring high-quality healthcare to everyone on Medicare. #HealthcareInnovation #AI #MedicareAdvantage #ValueBasedCare #CloverHealth

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Thank you for having me on The Marketing Girly, Natalie Peters! I had a great time sharing my story from PR agency life to VP of Brand Marketing at CorePower Yoga, talking about the power of community experiences, some of my favorite brand love moments and partnerships, and more. You can check out the episode here: https://lnkd.in/gDkzednx

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It's a great time to be a healthcare marketing strategist in 2024! Here's why: AI is transforming healthcare marketing in 2024. Ignoring AI means falling behind. And AI is not ChatGPT. There is so much more to AI than ChatGPT, Bard, Claude, etc. Without adapting to AI - Marketing strategies will become outdated. Which leads to missed opportunities, reduced impact, and lower ROI on your marketing. Here's how AI is shaping healthcare marketing strategies in 2024: 1. Data-driven insights → AI analyzes vast data quickly → Enables precise targeting and personalization 2. Automated customer interactions → Chatbots and virtual AI assistants enhance engagement → Provide instant support and information 3. Predictive analytics → AI forecasts trends and behaviors → Helps in making informed decisions 4. Content creation and curation → AI generates relevant content efficiently → Saves time and ensures consistency 5. Enhanced customer segmentation → AI identifies niche healthcare markets → Tailors messages to specific audiences 6. Improved ROI measurement → AI tracks and measures campaign effectiveness → Optimizes marketing spend 7. Dynamic pricing strategies → AI adjusts prices based on demand and competition → Maximizes profits and customer satisfaction 8. Insanely greater coaching and development opportunities → Better team development → Uniform KPI adoption By leveraging these AI capabilities, We can craft marketing strategies that stay ahead of the curve. Think like a marketing strategist and embrace AI! What’s your favorite AI tool for healthcare marketing? PS: I have a secret AI hack for B2B Sales Leaders. Ask me about the hack!

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Provider orgs that win focus on increasing conversion rates on net new while also increasing LTV by re-activating patients. That means online scheduling with appointment availability one week out & a website that's easy to navigate. Think "Prime" type ease of access. That means email comms that are specific to the patient journey. That means ability to re-schedule by texting. That means a call center that knows your USP and can convert leads to appointments at a high rate. That means having a CRM that ties into your PMS so you know actual patient ROI. No this doesn't just apply to hospitals: everyone needs their teeth cleaned and whitened and face picked at and dog checked and joints stretched every 3 months. https://lnkd.in/eTyRsPnQ

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No individual or department can really “own” patient experience. They say, “Be careful what you wish for.” Be even more careful about what others wish for (expect from) you. The inherent trap in hospital marketing chiefs taking on the charge of leading patient experience efforts should be obvious. Apparently, it’s not. You know who owns the patient experience? The patient. (Duh.) You. Me. Now if you want to talk about influencing and shaping the patient experience, that’s actually the responsibility of everyone in the healthcare organization. That clearly includes all frontline clinicians and support staff who interact directly with patients every day. But the patient experience is influenced by everyone who comes in contact with someone when they become a patient. Call center teams? Check. Billing and collections? Check. IT teams? Check. (Many interactions with patients are digital.) But when everyone is responsible, who is accountable? The challenge for marketing chiefs in owning customer experience – in any industry – is that their teams can communicate with customers in shaping perceptions and expectations, but they rarely even have any input, much less any autonomy, regarding the in-the-trenches experience that a customer has with the company, product, or service experience. That’s certainly true in healthcare. To make the task even more daunting for CMOs, those front-line teams often resent the marketers for creating unrealistic and/or unachievable expectations that have little to do with the real-world challenges they encounter on a daily basis. A big reason that patient experience roles and titles in health systems have fallen out of favor in many organizations and have been inherited or reassigned to CMOs is the position was set up to fail from its inception. All of the accountability – measured by HCAHPS and Net Promoter scores - and all the finger-pointing is put on one individual who is given no purview to really affect meaningful support for clinicians and admin teams that creates a loving culture, not one that’s fear-based and maximally stressed. As patients and as humans, we pick up on the stress, frustration, and anxiety of others and it affects us directly, whether or not we’re aware of the effect. That stress, frustration, and anxiety is palpable, and it has a direct and profound impact on patient experience. All the positive messaging you can muster won’t offset that friction. If you’re a marketing chief taking on patient/consumer experience responsibilities for your organization, be careful what you wish for or what others wish (or expect) from you. #patientexperience #hospitals #healthsystems #marketing #healthcare #becarefulwhatyouwishfor https://lnkd.in/gWSxTmzN

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A prescription for the sick retail healthcare model. Early this year, there were a peak 1,800 retail clinics in the U.S offering healthcare. Now, after substantial closures and retrenchment, the future of this model is uncertain.    What happened? Timothy Hoff's Harvard Business Review article lays it out nicely - but I would add one crucial point -- most of these retail health clinics (Hoff says 96%) were in urban areas (that already had great access to care and/or were crowded) and the ones that are located in rural do not have enough density. So...it doesn't work in urban OR rural suburban areas. My prescription - Mobile Healthcare - that dynamically moves to where it is needed. Without the sunk cost of brick and mortar or stationary staff. Retailers would be wise to adopt "omnichannel" like they did with ecommerce. Give patients choice (offer to deliver care to them or the ability to walk in to their store).   As Hoff pointed out as well, some of these answers reside in bringing care to patients through mobile medicine, telemedicine and leveraging technology to monitor patients and provide proactive care. At DocGo, we facilitated care for nearly 1 million patients last year, and we are able to follow patients over the long-term, connecting them to providers when they need additional treatment. I hope everyone wins. Just 1 primary care visit by a patient improves health outcomes and drives down healthcare spend by thousands on the system. We are doing our part....   #DocGo #HealthInnovation #MobileMedicine #Telemedicine   https://lnkd.in/emzY_mAN

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This 👂 podcast episode and insight’s from a16z Bio + Health's Julie Yoo spoke so clearly to the fundamental challenge facing both 🩺 clinicians and 🏥 healthcare systems.  There is a huge disconnect between supply, in the availability of clinicians, and demand, in the increasing volume and complexity of healthcare needs. -     36% of physicians plan to reduce their hours next year according to the AMA -     48% of physicians reported feeling burned out in a 2024 Medscape survey At the same time, the demographic baby boomer bubble and steady increase in the prevalence of major chronic disease, which consumes up to 90% of healthcare expenditures according to some estimates, is driving demand. With this context, Yoo points to a major opportunity for AI adoption in healthcare in 2025. Yeah, a VC hyping a wave of new AI companies that will replace the decades of training and experience of clinicians, the skeptic would say.  But Yoo is thoughtful in pointing to the role AI can play, and is already playing, through solutions such as ambient, autonomous scribe solutions (of which local star Abridge is leading the pack) in not replacing, but freeing up productivity for clinicians. There is so much unstructured context in both the complexity of disease and treatment options and the social/emotional considerations that we shouldn't be looking for AI to *replace* clinicians. But companies are getting better at finding the structured, repetitive and time-consuming places where AI tools can *help* clinicians. Nearly two-thirds of doctors cited bureaucratic tasks as the leading contributor to burnout. Rigorously trained-AI driven solutions can be a force multiplier for clinicians, and I’ve seen several interviews where nurses and doctors go as far as to say some of these solutions are ”restoring their joy in practicing medicine”. Our health is precious; and we rightly want any technology engaging with it to be developed thoughtfully and thoroughly tested. This requires top AI talent and diverse and realistic training data. Pittsburgh’s strengths in both areas is why we are an emerging hub for data-driven healthcare. #AIinhealthcare #clinicianburnout #healthinnovation #digitalhealth

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Primary care is at a crossroads. Nolan Chang, MD, along with a panel of leading experts, brought this to light in a compelling way during a session at the recent HLTH Inc. event. The panel examined how recent challenges, such as the struggles of virtual and retail primary care, are reshaping the field. Innovative, patient-centered solutions that adapt to these changes are essential for improving care delivery and controlling costs, ensuring primary care continues to meet the evolving needs of patients and communities. Check out the full presentation to learn more about the future of primary care: https://lnkd.in/eKQRhmsr #HLTH2024 #HealthcareInnovation #PrimaryCare #FutureOfHealthcare 

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🟢 🟢 🟢 Healthcare is a MASSIVE vertical...and one of the biggest missteps I see tech vendors make is treating it like one big blob of an industry. 🟢 🟢 🟢 Healthcare isn’t a monolith. There’s an amazing amount of difference between pharma, life sciences, home health, and acute spaces. …it’s why I’m always saying, “hospitals aren’t healthcare”. Make sure your content marketing is as nuanced as the industry you’re working in. #HealthyHospitals #HospitalManagementSoftware #HospitalContentMarketing

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🟢 🟢 🟢 Healthcare is a MASSIVE vertical...and one of the biggest missteps I see tech vendors make is treating it like one big blob of an industry. Healthcare isn’t a monolith. There’s an amazing amount of difference between pharma, life sciences, home health, and acute spaces. …it’s why I’m always saying, “hospitals aren’t healthcare”. Make sure your content marketing is as nuanced as the industry you’re working in. #HealthyHospitals #HospitalManagementSoftware #HospitalContentMarketing

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