Rule #5 is to educate your buyers at scale in order to reduce the buying cycle. Healthcare leaders are flooded with noise everyday, so you can expedite the road to a sale by focusing on the buyer's journey as opposed to your selling journey. When you see your role as educating rather than forcing someone down a funnel, you create moments of trust that lead to faster results. 

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 #15) 

Rule #5 is to educate your buyers at scale in order to reduce the buying cycle. Healthcare leaders are flooded with noise everyday, so you can expedite the road to a sale by focusing on the buyer's journey as opposed to your selling journey. When you see your role as educating rather than forcing someone down a funnel, you create moments of trust that lead to faster results. 
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 #15)

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

Shift Forward Health is the channel for change makers in healthcare. We produce thought leadership for early adopters and champions of progress in healthcare, bringing together the perspectives of highly respected leaders in health tech, marketing, finance, and human-centered design. 

Follow Shift Forward Health, and you’ll be subscribed to our entire library of shows, including long-lasting award winners like Healthcare Rap, intriguing perspectives like Healthcare Transformers, and fresh voices including Erica Olenski Johansen, Shiva Mirhosseini, and more. One subscription. All the podcasts you need. All for free. 

Shift Forward Health is the channel for change makers in healthcare. We produce thought leadership for early adopters and champions of progress in healthcare, bringing together the perspectives of highly respected leaders in health tech, marketing, finance, and human-centered design. 
Follow Shift Forward Health, and you’ll be subscribed to our entire library of shows, including long-lasting award winners like <a href="https://shiftforwardhealth.com/show/healthcare-rap/">Healthcare Rap</a>, intriguing perspectives like <a href="https://shiftforwardhealth.com/show/healthcare-transformers/">Healthcare Transformers</a>, and fresh voices including <a href="https://shiftforwardhealth.com/show/trauma-informed-life/">Erica Olenski Johansen</a>, <a href="https://shiftforwardhealth.com/show/paving-the-path/">Shiva Mirhosseini</a>, and more. One subscription. All the podcasts you need. All for free.

NEW RULES: Educate Your Buyers At Scale (#5)

What will it take for ChatGPT, Claude, Copilot and others to adopt industry standards that preserve consumer safety? Aaron Patzer, Founder of Vital and Mint.com, dives deep into the need for a standard in patient-facing health AI, the effects of not having one, and his advice for consumers when using AI applications to answer health questions. 

All that, plus the Flava of the Week about Microsoft launching Copilot Health last week. How are Big Tech's investments in healthcare AI platforms changing the game for patients and providers, as well as showing us the need for guardrails and a shared understanding of how they work? 

USE OUR PLATFORM TO TELL YOUR STORY 

Healthcare Rap is a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today at jared@ulteradigital.com. 

(#492) 

What will it take for ChatGPT, Claude, Copilot and others to adopt industry standards that preserve consumer safety? Aaron Patzer, Founder of Vital and Mint.com, dives deep into the need for a standard in patient-facing health AI, the effects of not having one, and his advice for consumers when using AI applications to answer health questions.&nbsp;
All that, plus the Flava of the Week about Microsoft launching Copilot Health last week. How are Big Tech's investments in healthcare AI platforms changing the game for patients and providers, as well as showing us the need for guardrails and a shared understanding of how they work?&nbsp;
USE OUR PLATFORM TO TELL YOUR STORY&nbsp;
Healthcare Rap is a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today at jared@ulteradigital.com.&nbsp;
(#492)&nbsp;

AICareStandard.com – Taming the Wild West of Health AI (#492)

Live from ViVE '26, John Beadle, Managing Partner and Co-Founder of Aegis Ventures, helps Jared understand the economics of consumer-driven health. Jon discusses the shift to consumer health through the eyes of an investor, where the money’s going in 2026, and how several solutions in the Aegis portfolio are reframing what "patient-centric" really means. 

USE OUR PLATFORM TO TELL YOUR STORY 

Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today at jared@ulteradigital.com. 

(#491) 

Live from ViVE '26, John Beadle, Managing Partner and Co-Founder of Aegis Ventures, helps Jared understand the economics of consumer-driven health. Jon discusses the shift to consumer health through the eyes of an investor, where the money&rsquo;s going in 2026, and how several solutions in the Aegis portfolio are reframing what "patient-centric" really means.&nbsp;
USE OUR PLATFORM TO TELL YOUR STORY&nbsp;
Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today at jared@ulteradigital.com.&nbsp;
(#491)&nbsp;

ViVE '26: Aegis Ventures' John Beadle on the Economics of Consumer Health (#491)

Dr. Wendy Sue Swanson offers an inside look at her journey founding Skinmetal, why she believes that for-profit consumer product companies CAN be public health entities, and what has and hasn’t changed since her days as an early pioneer of social media in medicine. 

All that, plus the Flava of the Week about the launch of Lilly Employer Connect. Is the platform a signal that the direct-to-employer space is heating up for preventive care, and will it ultimately give consumers better priced access to name-brand obesity treatments? 

REQUEST OUR MEDIA KIT 

Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today. 

(#490) 

Dr. Wendy Sue Swanson offers an inside look at her journey founding Skinmetal,&nbsp;why she believes that for-profit consumer product companies CAN be public health entities, and what has and hasn&rsquo;t changed since her days as an early pioneer of social media in medicine.&nbsp;
All that, plus the Flava of the Week about the launch of Lilly Employer Connect. Is the platform a signal that the direct-to-employer space is heating up for preventive care, and will it ultimately give consumers better priced access to name-brand obesity treatments?&nbsp;
REQUEST OUR MEDIA KIT&nbsp;
Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today.&nbsp;
(#490)&nbsp;

NEW RULES: Educate Your Buyers At Scale (#5)

Relevant

In 2 playlist(s)

Shift Forward Health

Social links

Follow podcast

Recent clips