Jobs to Be Done is a framework to better understand consumer behavior, and it can be used to explain patient behavior when it comes to engaging with the medical system. 

Join Jay Gerhart, Vice President, Innovation Engine at Atrium Health, and host Ann Somers Hogg as they discuss the power of Jobs to Be Done to help us see what the patient really wants. 

References: 

• Competing Against Luck
• Christensen Institute resources: 
• https://www.christenseninstitute.org/jobs-to-be-done/ 
• https://www.christenseninstitute.org/blog/new-entrants-in-womens-health-are-changing-the-rules-of-the-game/ 
• https://www.christenseninstitute.org/blog/abortion-imperative/ 
• Scott Burleson: https://www.statueinthestone.com/ 
• Jim Kalbach: https://www.jtbdtoolkit.com/ 
• Jay's writing on Jobs:  https://medium.com/things-jay-writes/jobs-to-be-done/home