Forbes September 18, 2024
“What other industry is there where someone’s paying high dollar for something that they don’t know what they’re going to get, where they’re emotionally and physically invested, and they don’t know if it’s going to work? That’s the chance of healthcare.”
—Molly Luton, chief marketing and communications officer, Ballad Health
As I’ve mentioned throughout this series, healthcare isn’t like any other industry.
The challenge Luton mentions is one reason it can be so hard to build trust with people before they’ve ever experienced a provider’s care or services.
“If you’re booking with Hilton (Hotels), you know what you’re getting,” said Luton. “With healthcare, you’re trusting another human being to deliver something to you that has yet to be defined, and...
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