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)

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;

Dr. Wendy Sue Swanson & the Story of Skinmetal (#490)

Live from ViVE '26, Jared speaks with Muse Capital Co-Founder and General Partner Rachel Springate about the economics of consumer health, how she evaluates investment opportunities, and her top advice for founders building in the space, then they celebrate how far Muse has come in 10 years by overcoming historic funding gaps for women’s health. 

All that, plus our newest shout-out to venture capital firms working in consumer health. 

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. 

(#489) 

Live from ViVE '26, Jared speaks with Muse Capital Co-Founder and General Partner Rachel Springate about the economics of consumer health, how she evaluates investment opportunities, and her top advice for founders building in the space, then they celebrate how far Muse has come in 10 years by overcoming historic funding gaps for women&rsquo;s health.&nbsp;
All that, plus our newest shout-out to venture capital firms working in consumer health.&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;
(#489)&nbsp;

VIVE ’26: Celebrating Funding Milestones in Women’s Health (#489)

Dr. Josh Umbehr, Founder of Atlas.MD, shares the financial benefits of direct primary care to both patients and providers, how Atlas’ insurance product works, and why he believes healthcare should be too inexpensive to insure in the first place. 

All that, plus the Flava of the Week about Nourish offerings free lab work. What’s behind them now integrating lab work into their digital nutrition services, and is this a signal of where preventive care is headed? 

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. 

(#488) 

Dr. Josh Umbehr, Founder of Atlas.MD, shares the financial benefits of direct primary care to both patients and providers, how Atlas&rsquo; insurance product works, and why he believes healthcare should be too inexpensive to insure in the first place.&nbsp;
All that, plus the Flava of the Week about Nourish offerings free lab work. What&rsquo;s behind them now integrating lab work into their digital nutrition services, and is this a signal of where preventive care is headed?&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;
(#488)&nbsp;

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

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