NESHCo 2025 Annual Conference

Healthcare consumerism is here. People have more options than ever before, and the way they utilize healthcare has evolved. In this session, we’ll share how healthcare organizations can understand how and why people make decisions using Jobs-to-be-Done (JTBD) theory. By understanding the needs and motivations behind healthcare decisions through JTBD, organizations can create differentiated experiences and strategies that meet those needs better than competitors, driving acquisition and loyalty.-------[More Detail] Healthcare consumerism has never been more real. People have more care options than ever before, and the way they utilize healthcare has evolved. Consider:- The average person splits their healthcare amongst 4-5 healthcare provider brands each year. - 58% of Americans reported that they are likely to seek non-emergency care from a retail pharmacy- Out of 10 industries measured, healthcare has the highest expectations for service delivery, but only 40% say the experience meets expectationsWhat are the implications of this? Despite a focus on brand in healthcare for the last 20 years, there is very little loyaltyThe front door to health systems is getting less trafficTraditional healthcare organizations are losing patients to new entrants, competitors, and inactionIn this session, we’ll share how healthcare organizations can understand how and why consumers make decisions by utilizing Jobs-to-be-Done theory.Jobs-to-be-Done (JTBD) is a theory of progress. People “hire” products and services in order to reach desired outcomes and make progress in their lives. When we understand what progress they are trying to make, and the desired outcomes they are trying to achieve, we will understand their job-to-be-done. By understanding the needs and motivations behind healthcare consumer decisions, organizations can create differentiated experiences and messaging strategies that meet those needs better than competitors, driving acquisition and loyalty.