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 consumer-centered health. Hosts Jared Johnson and Zain Ismail spotlight the consumer POV in healthcare and highlight innovators bridging the gap between traditional sick care and preventive well care. It ranks in the top 5% of all podcasts globally and is one of the longest-lasting shows in the industry, hitting 500 episodes and 8 years on the air in 2026. 

Healthcare leaders learn the latest ways that healthcare is being designed, marketed, and delivered to consumers. And health consumers learn how these options work and why they might be right for them and their loved ones. 

It's more than a show; it's a mission. 

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 is the leading podcast about consumer-centered health. Hosts Jared Johnson and Zain Ismail spotlight the consumer POV in healthcare and highlight innovators bridging the gap between traditional sick care and preventive well care. It ranks in the top 5% of all podcasts globally and is one of the longest-lasting shows in the industry, hitting 500 episodes and 8 years on the air in 2026.&nbsp;
Healthcare leaders learn the latest ways that healthcare is being designed, marketed, and delivered to consumers. And health consumers learn how these options work and why they might be right for them and their loved ones.&nbsp;
It's more than a show; it's a mission.&nbsp;
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 healthcare

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)

Lynne Nowak, Chief Data and Analytics Officer, at Surescripts, shares highlights from their research on how clinicians feel about prior authorization, her point of view on responsible AI, and how it all ties back to better experiences for patients and clinicians. 

All that, plus the Flava of the Week about Whoop partnering with HealthEx to offer clinician access. How does this signal the move from performance wearable to health intelligence platform, and and should we offer wearables a bigger seat at the table when building the consumer constellation of care? 

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. 

Interested in being part of it? Contact jared@ulteradigital.com. 

(#504) 

Lynne Nowak, Chief Data and Analytics Officer, at Surescripts, shares highlights from their research on how clinicians feel about prior authorization, her point of view on responsible AI, and how it all ties back to better experiences for patients and clinicians.&nbsp;
All that, plus the Flava of the Week about Whoop partnering with HealthEx to offer clinician access. How does this signal the move from performance wearable to health intelligence platform, and and should we offer wearables a bigger seat at the table when building the consumer constellation of care?&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;
Interested in being part of it? Contact jared@ulteradigital.com.&nbsp;
(#504)&nbsp;

How Do Clinicians & Patients Feel About Prior Auth? (#504)

Aasim Saeed, Founder of Amenities Health, joins Jared for real talk about building in the direct to consumer health space, why he doesn't consider the current U.S. healthcare system to be patient-centric at all, and his pivot to powering health system-based concierge and premium offerings. 

All that, plus the Flava of the Week about the new Google Health App and Fitbit Air. Do Google’s latest health products signal a battle for the consumer health operating system, and will they make good on the promise to make health and wellness personalized, preventive, and proactive? 

ANNOUNCING THE RAP COLLABORATIVE 

Exciting news! We’re launching the Rap Collaborative, a curated group 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. 

Interested in being part of it? Contact jared@ulteradigital.com. 

(#503) 

Aasim Saeed, Founder of Amenities Health, joins Jared for real talk about building in the direct to consumer health space, why he doesn't consider the current U.S. healthcare system to be patient-centric at all, and his pivot to powering health system-based concierge and premium offerings.&nbsp;
All that, plus the Flava of the Week about the new Google Health App and Fitbit Air. Do Google&rsquo;s latest health products signal a battle for the consumer health operating system, and will they make good on the promise to make health and wellness personalized, preventive, and proactive?&nbsp;
ANNOUNCING THE RAP COLLABORATIVE&nbsp;
Exciting news! We&rsquo;re launching the Rap Collaborative, a curated group 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;
Interested in being part of it? Contact jared@ulteradigital.com.&nbsp;
(#503)&nbsp;

Why Amenities Health Pivoted to Premium Memberships (#503)

Rom Cohen, Co-Founder of Hyro, talks about the state of patient communication, Hyro’s new research on the topic, and how an unsophisticated approach to AI means lots of patients don’t get treated. 

All that, plus the Flava of the Week about Walmart’s new Clinical Trial Centers. What is the goal of the new centers, and what happens when we continue to underestimate how retail reinvents itself? 

ANNOUNCING THE RAP COLLABORATIVE 

Exciting news! We’re launching the Rap Collaborative, a curated group 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. 

Interested in being part of it? Contact jared@ulteradigital.com. 

(#502) 

Rom Cohen, Co-Founder of Hyro, talks about the state of patient communication, Hyro&rsquo;s new research on the topic, and how an unsophisticated approach to AI means lots of patients don&rsquo;t get treated.&nbsp;
All that, plus the Flava of the Week about Walmart&rsquo;s new Clinical Trial Centers. What is the goal of the new centers, and what happens when we continue to underestimate how retail reinvents itself?&nbsp;
ANNOUNCING THE RAP COLLABORATIVE&nbsp;
Exciting news! We&rsquo;re launching the Rap Collaborative, a curated group 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;
Interested in being part of it? Contact jared@ulteradigital.com.&nbsp;
(#502)&nbsp;

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

Relevant

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