Episode #57: Rethinking the Healthcare Experience

Guest: Beth Bierbower

From humanizing the patient experience to engaging as many industry disruptions as possible, this week's guest is no stranger to challenging the healthcare industry to think differently. Join host Shawn Nason and healthcare experience expert Beth Bierbower as they discuss how healthcare leaders can rethink their Experience Ecosystems™ by paying attention to what 18-year-olds are doing in their garages, looking for lost opportunities, and utilizing data in ways that create a better quality of life for the people they serve.

About Shawn Nason

shawn@mofi.co | ShawnNason.com | @manonfiresocial

Shawn Nason, founder and CEO of MOFI, best-selling author, and former Walt Disney Imagineer, lives his life with a commitment to create radical relationships with everyone he meets. Armed with the gift of discernment, he has the uncanny ability to walk alongside people and organizations as they struggle to connect with their deepest passions and engage their most debilitating demons. He challenges the world around him to be fully present, get real, and lead with empathy.

Prior to launching MOFI, Shawn was the chief experience & transformation officer for Healthways and served as the chief innovation officer for Xavier University. He also spent six years at The Walt Disney Company in various capacities within Walt Disney Imagineering and Disney Cruise Line. He’s an in-demand speaker and coach, the author of two books, Kiss Your Dragons: Radical Relationships, Bold Heartsets, & Changing the World (2021) and The Power of YES! in Innovation (2017), and the host of The Combustion Chronicles podcast.

About Beth Bierbower

Host of B-Time with Beth Bierbower Podcast

Retired Healthcare Executive with Humana, Coventry Health, and Highmark Blue Cross Blue Shield

Consultant, Board Member, and Author

About mofi

A human-obsessed, maverick-minded design firm ready to rethink your entire Experience Ecosystem™

hello@mofi.co | mofi.co | @mofisocial

Mavericks think differently. They challenge the status quo and speak up when people and systems need attention. They’re not afraid to dream big, stand up for what is right, and take a few risks along the way.

MOFI helps maverick-minded organizations and leaders reap the rewards of thinking bigger and bolder about experiences, innovation, and culture.

Are you ready to fuel new growth by thinking bigger? Let's chat.


Customer & Employee Experience—Increase your revenue and market share by aligning, equipping, and empowering the people in your Experience Ecosystem to create game-changing experiences.

Consumer-Centered Innovation—Move at the speed of your customers by harnessing the mindsets and processes of human-centered design to dream up, test, and launch fresh ideas into your business model.

Organizational Transformation—Position your organization for long-term sustainability by shifting the strategy, mindsets, and heartsets of the people who represent your brand in the world.

Episode Takeaways

  • Leaders need to be constantly surveying the marketplace to see what's coming around the corner. It's about being curious and looking at things both inside and outside your industry.
  • In terms of competition, it's more important to be worried about the 18-year-old in a garage somewhere trying to fix pain points that you're not addressing, than to be too focused on a big behemoth of a company that you feel like you're competing against.
  • The jobs-to-be-done theory (popularized by the late Professor Clay Christensen) asks, "What progress are people trying to make in their lives?" Designers who understand this can help people simplify their lives and help them get to the endgame that they want to get to.
  • Healthcare companies collect a lot of data, but don't use it effectively. If companies are collecting data, they need to utilize it to show that they care and can make interactions easier.
  • The COVID-19 pandemic has shifted consumer healthcare expectations. Services (such as Telehealth) that served as initial responses to people being in lockdown are still expected as the world has gotten closer to returning to normal. Organizations who don't continue to innovate throughout the pandemic will be left behind.
  • Telebehavioral health will continue to see high utilization due to the great need for it (exacerbated by the COVID-19 pandemic) and also the anonymity that telebehavioral health allows patience to have. This is a tremendous example of an area that has been untapped.
  • Retailers entering the healthcare industry have the opportunity to make healthcare affordable and accessible to people who need it the most.
  • For companies to see a return on their investment in experience, they need to rethink what types of measures they're using. Instead of looking at historical measures or time stamps, companies need to look at multiple metrics and consider whether the patient's quality of life has been improved.

[Overheard on the Podcast]

"I think it's really important that you do survey as a leader or any type of professional, that you're always trying to look around corners and see what's happening."
"And I think it's just important in general as an individual who wants to grow in his or her career that you are intellectually curious, ask questions, read about things. Look at things outside your industry, not just on the inside of your industry."
"I'm not so much worried about the big competitors, who I'm worried about is that group of people that are operating out of a garage right now trying to fix pain points that we're not addressing."

[Overheard on the Podcast]

"I think where we're not connecting the dots is we are not using the data effectively.... So if you're collecting data on me, use it, push it back to me to the extent you can to make sure that you are answering my questions. If you can do that, I can actually self-serve better and we can reduce calls to the call center."
"Oftentimes, we are looking at historical measures. For example, and it's a call center, how quickly is somebody off the phone, right? As opposed to was the problem truly resolved? Because I don't care if you're on the phone with somebody for four hours, resolve the problem."
"Functional outcomes are important, don't get me wrong, but I think they have to be one of several measures that we look at and those have to be some self-reported measures by the individual."

[Overheard on the Podcast]

"I believe as providers get smarter and smarter and start adding use cases around remote patient monitoring, they're going to start to see, 'Wait a minute, telehealth should really be a part of my practice. It should be another arrow in my quiver, so to speak, and consumers are going to expect it.' This is why you're seeing such big evaluations for these telehealth companies."
"People now quite frankly appreciate the anonymity of telebehavioral health as opposed to getting in your car and, you know, going to a doctor's office that says, you know, Ph.D. or a psychiatrist or something. That there's a real stigma, as you know, Shawn, that's still attached to that. And I think when people know that they can do this very discreetly, I think you're gonna see it continue."
"Until you can address that depression and anxiety and help that person feel back in control, it's really gonna be really hard to engage them in their health."

Selected Videos


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