The Rule

The Reason

The Call

Rule #3 is to over-index on creating demand and find a better balance between generating demand and capturing it in order to better reach today's B2B buyers and ultimately win their business. 

The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #13) 

Rule #3 is to over-index on creating demand and find a better balance between generating demand and capturing it in order to better reach today's B2B buyers and ultimately win their business. 
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #13)

Current healthcare marketing doesn’t reflect the current realities of choices. On the Relevant Podcast Channel, award-winning healthcare thought leader Jared Johnson and a rotating set of guest hosts challenge the conventional wisdom of healthcare B2B and B2C marketing, technology, careers, and leadership. 

Current healthcare marketing doesn’t reflect the current realities of choices. On the Relevant Podcast Channel, award-winning healthcare thought leader Jared Johnson and a rotating set of guest hosts challenge the conventional wisdom of healthcare B2B and B2C marketing, technology, careers, and leadership.

Relevant

Shift Forward Health is the channel for change makers who want to build the Healthcare of Tomorrow. Subscribe to the channel and receive our entire lineup of shows hosted by a diverse collection of forward-thinking experts from around the world. One subscription, all the podcasts you need, all for free!  

Shift Forward Health is the channel for change makers who want to build the Healthcare of Tomorrow. Subscribe to the channel and receive our entire lineup of shows hosted by a diverse collection of forward-thinking experts from around the world. One subscription, all the podcasts you need, all for free!

Shift Forward Health

Healthcare Rap is the leading podcast about how consumer health works. Hosts Jared Johnson and Zain Ismail spotlight how healthcare is being designed, marketed, and delivered from the consumer point of view and profile leaders who are championing the move to preventive care.

It is one of the longest-lasting podcasts in the industry, passing 500 episodes and 8 years on the air, and ranks in the top 5% of all podcasts globally. Highlights include CEOs, founders and other senior leaders from Oura, Whoop, Noom, Superpower, Novo Nordisk, Best Buy Health, CVS Health, Google, Microsoft, and hundreds more.

Topics for 2026: 
Connected fitness 
GLP-1's / weight loss 
Wearables
Longevity and diagnostics 
Food as medicine / nutrition 
Preventive health and wellness 
Digital Front Door 
Nontraditional care models - direct primary care, retail care, health at home, digital health, functional and integrative health 
Digital health and consumer brands making waves and new entrants making a splash 

Topics not covered: 
Clinical leadership 
Cybersecurity 
Health information management 
Interoperability 
Revenue cycle 

<a href="https://healthcarerap.com/"></a>Healthcare Rap <a href="https://healthcarerap.com/"></a>is the leading podcast about how consumer health works. Hosts Jared Johnson and Zain Ismail spotlight how healthcare is being designed, marketed, and delivered from the consumer point of view and profile leaders who are championing the move to preventive care.
It is one of the longest-lasting podcasts in the industry, passing 500 episodes and 8 years on the air, and <a href="https://www.listennotes.com/podcasts/healthcare-rap-shift-forward-health-dAvhm_j30sN/">ranks in the top 5% of all podcasts globally</a>. Highlights include CEOs, founders and other senior leaders from Oura, Whoop, Noom, Superpower, Novo Nordisk, Best Buy Health, CVS Health, Google, Microsoft, and hundreds more.
Topics for 2026:&nbsp;
<ul>
<li>Connected fitness&nbsp;</li>
<li>GLP-1's / weight loss&nbsp;</li>
<li>Wearables</li>
<li>Longevity and diagnostics&nbsp;</li>
<li>Food as medicine / nutrition&nbsp;</li>
<li>Preventive health and wellness&nbsp;</li>
<li>Digital Front Door&nbsp;</li>
<li>Nontraditional care models - direct primary care, retail care, health at home, digital health, functional and integrative health&nbsp;</li>
<li>Digital health and consumer brands making waves and new entrants making a splash&nbsp;</li>
</ul>
Topics not&nbsp;covered:&nbsp;
<ul>
<li>Clinical leadership&nbsp;</li>
<li>Cybersecurity&nbsp;</li>
<li>Health information management&nbsp;</li>
<li>Interoperability&nbsp;</li>
<li>Revenue cycle&nbsp;</li>
</ul>

The leading podcast about consumer-centered health

Healthcare Rap

Healthcare Rap Media is a healthcare media and community platform facilitating conversations between healthcare leaders, marketers, operators, innovators, and technology companies through podcasts, virtual events, collaborative cohorts, research, and micro-content experiences.

Healthcare Rap Media is a healthcare media and community platform facilitating conversations between healthcare leaders, marketers, operators, innovators, and technology companies through podcasts, virtual events, collaborative cohorts, research, and micro-content experiences.

Healthcare Rap Media

NEW RULES: Over-Index on Creating Demand (#3)

Carrie Foote breaks down the Rural Health Transformation Program in plain English and shares how rural health clinics should be thinking about partnerships with hospitals, tech vendors, and state agencies. 

All that, plus the Flava of the Week about Cityblock’s rumored acquisition of Homeward. How are the two primary care startups reportedly considering joining forces, and how can building within existing payment models lead to expanding access to those who need it the most? 

JOIN THE COMMUNITY (IT'S FREE) 

This show is brought to you by the Healthcare Rap Community, a free, curated online forum for leaders who are working to keep the consumer POV at the center of how healthcare is being designed, marketed, and delivered. It's a place to connect with like-minded colleagues and benefit from one another's thought leadership and passion for the space, without the spam vibes. 

Visit healthcarerapcommunity.com to create your account. 

(#516) 

Carrie Foote breaks down the Rural Health Transformation Program in plain English and shares how rural health clinics should be thinking about partnerships with hospitals, tech vendors, and state agencies.&nbsp;
All that, plus the Flava of the Week about Cityblock&rsquo;s rumored acquisition of Homeward. How are the two primary care startups reportedly considering joining forces, and how can building within existing payment models lead to expanding access to those who need it the most?&nbsp;
JOIN THE COMMUNITY (IT'S FREE)&nbsp;
This show is brought to you by the Healthcare Rap Community, a free, curated online forum for leaders who are working to keep the consumer POV at the center of how healthcare is being designed, marketed, and delivered. It's a place to connect with like-minded colleagues and benefit from one another's thought leadership and passion for the space, without the spam vibes.&nbsp;
Visit&nbsp;<a href="https://healthcarerapcommunity.com/">healthcarerapcommunity.com</a> to create your account.&nbsp;
(#516)&nbsp;

The Rural Health Transformation Program in Plain English (#516)

Chris McGhee, CEO & Co-Founder of Current Health, returns to share how the national dialogue about health at home programs, drug therapies, and empowered consumers has changed since he reacquired his company from Best Buy Health. 

All that, plus the Flava of the Week about the launch of the CMS ACCESS Model. Is CMS creating a framework for treating chronic conditions rather than just a short-term payment structure, and how does the model open up new partnerships that can help make preventive health a reality? 

JOIN THE COMMUNITY (IT'S FREE) 

This show is brought to you by the Healthcare Rap Community, a free, curated online forum for leaders who are working to keep the consumer POV at the center of how healthcare is being designed, marketed, and delivered. It's a place to connect with like-minded colleagues and benefit from one another's thought leadership and passion for the space, without the spam vibes. 

Visit healthcarerapcommunity.com to create your account. 

(#515) 

Chris McGhee, CEO &amp; Co-Founder of Current Health, returns to share how the national dialogue about health at home programs, drug therapies, and empowered consumers has changed since he reacquired his company from Best Buy Health.&nbsp;
All that, plus&nbsp;the Flava of the Week about the launch of the CMS ACCESS Model. Is CMS creating a framework for treating chronic conditions rather than just a short-term payment structure, and how does the model open up new partnerships that can help make preventive health a reality?&nbsp;
JOIN THE COMMUNITY (IT'S FREE)&nbsp;
This show is brought to you by the Healthcare Rap Community, a free, curated online forum for leaders who are working to keep the consumer POV at the center of how healthcare is being designed, marketed, and delivered. It's a place to connect with like-minded colleagues and benefit from one another's thought leadership and passion for the space, without the spam vibes.&nbsp;
Visit&nbsp;<a href="https://healthcarerapcommunity.com/">healthcarerapcommunity.com</a> to create your account.&nbsp;
(#515)&nbsp;

How Current Health Improves Access to Advanced Therapies (#515)

Mary Varghese Presti, Corporate VP of Microsoft Health and Life Sciences, discusses where consumer experience, nursing, and AI are colliding to create some interesting tailwinds for patients and clinicians. 

All that, plus the Flava of the Week about Reach3’s new consumer health survey. What does the survey say about the use of digital health and wellness tools, and how does it help us to look at the data through the consumer lens? 

ANNOUNCING RAP COLLABORATIVES 

Exciting news! We’re launching Rap Collaboratives, curated workgroups of founders, builders, and operators working together to grow the adoption of consumer-centered health. Through content, community, and co-creation, members help shape what’s next and get their perspective in front of the industry. 

Reach out on LinkedIn to learn more. 

(#514) 

Mary Varghese Presti, Corporate VP of Microsoft Health and Life Sciences, discusses where consumer experience, nursing, and AI are colliding to create some interesting tailwinds for patients and clinicians.&nbsp;
All that, plus the Flava of the Week about Reach3&rsquo;s new consumer health survey. What does the survey say about the use of digital health and wellness tools, and how does it help us to look at the data through the consumer lens?&nbsp;
ANNOUNCING RAP COLLABORATIVES&nbsp;
Exciting news! We&rsquo;re launching Rap Collaboratives, curated workgroups of founders, builders, and operators working together to grow the adoption of consumer-centered health. Through content, community, and co-creation, members help shape what&rsquo;s next and get their perspective in front of the industry.&nbsp;
Reach out on LinkedIn to learn more.&nbsp;
(#514)&nbsp;

NEW RULES: Over-Index on Creating Demand (#3)

Relevant

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