Behavior drives experience... experience informs brand... and voice is the driving force that moves consumers to take action. Many healthcare executives are marinated in conventional wisdom and yearn for fresh, structured, and proven perspectives. Many marketing executives do not have a crucial fundamental understanding of how voice impacts experience and the role design can play in forming business strategy. Marketers who do not understand design thinking are at a significant disadvantage as they navigate the transformation at hand. Examples of how two hospitals are leveraging innovation and design into team behavior will inspire executives to embrace the adjacent possible.
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