Healthcare Fandom: How to Boost Engagement by Creating Fans

By Christina Speck

The healthcare industry has undergone significant changes since the introduction of consumer-directed health plans. As a result, an entire cottage industry in health tech was created to drive consumer involvement. Despite this, consumer engagement remains elusive.
There is a clear need for “fan building” in healthcare. “Fans” are a critical engagement component of most industries; so how can healthcare remain the exception as it strives to be more consumer friendly? This book postulates that to have better (or more engaged) consumers in healthcare, we need to strive to build fans, followers, and friends.
First, readers are initiated to the complexities in healthcare and necessary mindset changes to create fans and sustained engagement.
Second, a model based on best practices from consumer disciplines provides a blueprint for building healthcare fans.
Third, possible applications for Fandom in healthcare are illustrated with tools and templates to get leaders started on their journey for transformative engagement through Fandom.
It incorporates wisdom based on interviews and discussions with healthcare leaders so Healthcare Fandom can become the oxygen needed for sustained healthcare engagement.

• Language: English
• Publisher: Gatekeeper Press
• Release date: Sep 27, 2023
• ISBN: 9781662938658

Book preview

"The book ‘Healthcare Fandom’ is a refreshing change to what most physicians have come to expect and that is relentless criticism. Since physicians are not permitted to advertise, creating fans is usually limited to word of mouth.

This concept has changed substantially in the digital age of the internet. Thus ‘Healthcare fandom’ gains relevance in pointing the way to how the healthcare and healthcare providers can gain adherence/fans."

Dr. Christopher de Souza, DORL, MS, DNB, FACS(USA), FRCS (England/Ireland), Editor in Chief: The International Journal of Head and Neck Surgery, Visiting Assistant Professor Otolaryngology, SUNY & LUSHSC; Fellow of the American Neurotologic Society

"Healthcare Fandom echoes the commitment and concerns which I have voiced in advocacy forums like the World Parkinson’s Congress (WPC) and in my work with the World Health Organization (WHO).

In my experience of reaching out to populations living with neurological conditions (especially Parkinson’s and Dementia) what really works is the significant role of family, friends and acquaintances.

It makes it imperative for us to strategize a multipronged approach to healthcare, which includes not just healthcare professionals and health tech, but engages every individual afflicted and their families and friends. So, let’s change the narrative and create those fans and followers."

Dr. Maria Barretto, CEO Parkinson’s Disease & Movement Disorder Society (I) and Co-Author WHO paper titled: ‘Six action steps to address Global Disparities in Parkinson’s Disease’ a WHO priority

"In three decades of driving Medical Affairs Strategy and Innovation in different Therapeutic areas, including Ophthalmology at the Country, Regional and Global level, I have always been passionate about solutions which enhance our proverbial line of sight. Healthcare Fandom is a laudable initiative in this direction. It encourages us to step outside our comfort zone; to strive for engagement and solutions in ways that go beyond conventional norms, with a focus on creating and driving value for patient care and wellbeing."

Dr. Soumil Parikh, Global Medical Leader Ophthalmology; Medical Strategy and Innovation

"First the pandemic, then the digital revolution and fast forward to Artificial Intelligence: drug discovery and healthcare delivery have changed in ways we could never imagine!

‘Healthcare Fandom’ comes not a day too early. It captures the ‘mirror moment’ for all of us in the rapidly changing healthcare universe."

Ashok Bhatia, Group Chief Executive Officer – Abacus Pharma Limited, A Carlyle Group Company

My experiences at the Harvard Business School and over two decades in Marketing, Strategic Planning and Innovation in the Healthcare business have shown that the concept of Fans for Healthcare is an interesting challenge. This book creates a step-by-step pathway for continuing patient engagement.

Sandeep Reddy, Commercial Director & Cluster Head, Abbott India

"The digital era has ushered a new wave of healthcare transformation where disease management is viewed from a consumer wellness lens. The customer experience defines how healthcare is delivered and consumed. Healthcare Fandom supports my own vision which is to Do-Good and Do-Well with the reinforcing power of friends and fans."

Sanjeev Navangul, Pharma Marketing veteran, South Asia

The views and opinions expressed in this book are solely those of the author and do not reflect the views or opinions of Gatekeeper Press. Gatekeeper Press is not to be held responsible for and expressly disclaims responsibility for the content herein.

Healthcare Fandom: How to Boost Engagement by Creating Fans

Published by Gatekeeper Press

7853 Gunn Hwy, Suite 209

Tampa, FL 33626

www.GatekeeperPress.com

Copyright © 2023 by Christina Speck

All rights reserved. Neither this book, nor any parts within it may be sold or reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without permission in writing from the author. The only exception is by a reviewer, who may quote short excerpts in a review.

Cases cited in the book are drawn from published articles and reports in the public domain and are used as examples of prevailing business practise with no intention of infringement of the respective company’s Intellectual Property or owner’s trademark. The submissions and information in this book are on an ‘as is’ basis without warranty. Every precaution has been taken to make this book a renewing and learning experience. The author shall not have any liability to any individual/person or entity with respect to any loss or damage caused or alleged to be caused, directly or indirectly by the information and contents of this book.

Feedback: [e-mail]

Library of Congress Control Number: 2023935420

ISBN (hardcover): 9781662938641

eISBN: 9781662938658

Table of Contents

Foreword

Introduction

Chapter One: Why Healthcare needs Fans

Chapter Two: Myths and Mindsets

Myth #1: Healthcare is so highly regulated, there’s no room for Fan Clubs

Myth #2: Fandom means repeat purchase; in healthcare, that’s the equivalent of hospital readmissions

Myth #3: Consumers don’t think of healthcare as a sport; more as a compulsion, commodity or routine. Fan Clubs cannot change this

Myth #4: Too difficult to get the data needed to engage

Myth #5: Fans are no different from influencers; healthcare brands have used influencers with little result

Myth #6: The stigma associated with healthcare would be a barrier to information exchange between fans

Myth #7: Fan Clubs need to be predominantly social or online and healthcare is too serious to be relegated to superficial online interactions

Chapter Three: Fans, Followers & Beneficiaries

Chapter Four: DNA of a Fan

FanSENSE for Healthcare

FANFARE for Healthcare

Chapter Five: Fan segmentation in healthcare

Fan Profile and Funnel

AI in Fandom

Chapter Six: The Science of Fan Behavior In Healthcare

Chapter Seven: The Art of Fan Building

Creating Fan Affinity

Leveraging relatable influencers

Partnerships and Sponsorships of Community/Clubs

Creating Street Teams or grassroots movements

Encouraging Fan Bootlegging

Attracting a Fan following with hyphenates and hashtags

Chapter Eight: Fandom Blueprint

Fan Focus Wheel

Warby Parker Fan Focus Wheel Showcase

Da Vinci System Fan Focus Wheel Showcase

The Cleveland Clinic Fan Focus Wheel Showcase

Watch Outs! Fastest Ways to lose Fans

Chapter Nine: Healthcare Fandom Use Cases

1. Research, Clinical Trials & Product Development

2. Healthcare Literacy

3. Healthcare Navigation and Advocacy

4. Open Enrollment Support & Guided Selling

5. Triage & Decision Support

6. Awareness and Promotion of Healthcare Services

7. Loneliness, Depression & Other Mental Health Support

8. Narrative Medicine

9. Humane Medicine and End of Life planning

10. Transitions and Handoffs

11. Gaps In Care

12. Support with Social Determinants of Health

13. Caregiving Support Communities

14. Wellness & Devices

Chapter Ten: Taking Stock with Fandom

Chapter Eleven: Tools & Templates for Healthcare Fandom

FANFARE Self Assessment

Fan IQ

The Health-Hyphenate visioning template

Afterword: Fandom is good for health

Healthcare Fandom Unplugged: From Unusual to Mainstream

Index

Bibliography

Acknowledgements

About the Author

Foreword

The first thoughts that come to mind when talking about healthcare are complex, complicated, and expensive. What is not talked about often enough is that healthcare is very personal and for many there is fear and anxiety of the healthcare system. Generally speaking, there is a lack of trust, knowledge, and communication that contribute to this problem. The lingering question is how to solve this, and everyone recognizes that it needs to be solved because what could be more important than getting people the care they need when they need it. There is no silver bullet.

So where do we start . . . we know building trusted relationships is key to engagement, which leads to more personalized care and that should result in better health outcomes and reduced cost. There will always be a need to develop new relationships whether they are in person, virtual or digital because our healthcare system is highly specialized and not well integrated. Where can we find new and innovative learnings that can be applied to healthcare to address these questions. One obvious place is social media’s sophisticated approach to consumer engagement and the powerful effects of friends, fans, and followers.

We know the very idea of tackling patient engagement across the entire U.S. healthcare system is daunting. Some of the most prestigious healthcare institutions in our country have worked hard to improve the patient experience and some of them will be discussed in this book. They certainly have had some success that should not be overlooked. It is also important to acknowledge that while we all feel that the pandemic changed everything, if it were not for our healthcare system, with all its flaws, we would be in a worse place today. The healthcare system was nimbler and more resilient than any of us might have believed possible. Healthcare providers worked together, and with patients and families, in a way they had not done before. The circumstances were extraordinary, and the effort was equally extraordinary, but it proved we can move the dial. The ongoing challenge is to sustain and/or pull forward some of those successes.

Much to everyone’s surprise the adoption of virtual and digital solutions accelerated during the pandemic. In part, this led to a proliferation of point solutions and a period of significant innovation. These digital/virtual solutions were built to deliver a personalized care experience and they often used patient reviews and testimonials from fans to recruit followers and create friends. It was thought that this model would also help address gaps in care. They did in some respects; however, care typically extends beyond one solution. Digital/virtual solutions could be far more effective and have a greater impact as part of a broader integrated solution and engagement strategy.

True integration helps strengthen the provider and patient relationship, streamlines the patient experience, and builds trust all of which leads to sustainable engagement. Integration is not limited to digital/virtual solutions, it can (and should) include brick-and-mortar health institutions, providers, and many others across the