Blog: Leading the herd.

Leading
the herd.

Homegrown insights & secrets
 
Initial patient journey maps and personas came from B2C and B2B with a heavy focus on transactional interactions and one-size-fits-all personas. They assume a single journey from awareness to decision. But that’s not how healthcare works. 
We've built upon existing psychology research and over 25 years of experience to create our B2Me journey map. It's a cheat code for marketers who want to build trust fast and speed up the decision-making process. 
The Insider’s Guide to Innovation at Microsoft demystifies how innovation happens at one of the most influential companies in the world. And, as featured in the book, a key part of that how is rooted in the psychology of behavior change outlined in White Rhino’s B2Me framework.
Here's how OpenAI's Operator feature browses hospital websites, attempts to select a doctor on behalf of the user, and compares with ChatGPT. This is an example of agentic AI in action.
Why do marketing technologies move across industries?  Part of the reason these technologies follow this trickledown path is because the companies who create them want to expand. Once they’ve captured the B2C market, they move on to B2B, then into complex industries like healthcare and finance.  
There’s uncertainty from healthcare marketers about how to navigate patient data. More specifically, what you can do, what you should do, and how to rectify those choices with the broader goal of patient empowerment and positive health outcomes. The changes in healthcare since many of us started our careers are seismic, but the approach hasn’t changed as much as it should to keep pace.
A chatbot on your website should be built to serve your target audience and represent your brand. The magic for your website visitors won’t be in the technology (they’re getting used to that) it will be in how the experience is fully personalized to them and your brand.
Across industries, companies are on the brink of a second wave of digital transformation, fueled by AI and emerging technologies. But in healthcare, many organizations haven’t even completed their first digital transformation. While other sectors are pushing forward with cutting-edge tools and personalized digital experiences, too many healthcare websites still struggle with the basics of content management, user experience, and accessibility.
In the case of navigating digital privacy, it’s important for healthcare marketers to understand how their compliance team thinks. And almost without fail, compliance teams are thinking about three things: Risk, impact and likelihood. 
The need for collaboration in healthcare goes beyond medical treatment and research, the digital patient experience and data privacy are now at the forefront of innovation. Creating more industry-wide openness around privacy is the fastest way for us to create better patient experiences. 
Buying a pack of gum when you’ve chewed gum a thousand times before is very different from buying something that represents a completely different way of doing things. 
There is a type of person who sees the things most of us don’t and create the tools rest of us will use. We call them Humble Mavericks.
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Our work in the wild

They look like digital experiences and brand campaigns but they’re really master classes in psychology.

Arkansas Children’s Hospital

A new digital home for patients - and parents.

AS&E

Launching the world’s first handheld x-ray detection device.