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Winning the Future of Fandom

So just how has insights impact changed and evolved since the pandemic? The general consensus seems to be that through the pandemic, insights impact was raised on a broader level.

“Absolutely. I feel like insights all of a sudden was so crucial, and found a seat at the table. And honestly, it’s a seat that I don’t think they’re going to relinquish anytime soon,” says Speck. “More importantly, I think insights showed tremendous resilience. Take the DIY approach to the space. All of a sudden, we couldn’t see people. We couldn’t go into their homes to learn about them, as we did with ethnographic research in the past. So we really needed our insights, analytics, partners to be innovative. And they were. I remember us using the community tool to all of a sudden record testimonials of people. To bring energy, and hope. And especially in health care where workers were so affected. Those access issues in health care—how do you get to your doctor? How do you prevent burnout? Those are all issues that are still affecting us today, and what’s exciting is insights is now at the table to help us get there.”

We have not been in the pandemic at this point from a business perspective. What changes have you realized as far as insight’s impact?

Speck observes, “It’s interesting because I feel like there’s always been the looming threat of a recession. It’s always a fear. Insights is the first thing to get caught. And we also see many other functions that is happening to. In my experience with health care, we don’t have a choice. You need to find ways to connect with people. You need to find ways to get them to engage.”

“If anything, insights is being tasked to be more efficient,” she continues. “We have big trends that we need to understand better. The metaverse is one, for example. PWC was saying in their retail study, I think it was 20% or 25% of people have had some interaction with the metaverse. And if you look at industries like banking, they now have metaverse stores. So what does that mean for healthcare? Are we going to have clinics in the metaverse? And who is going to be a partner for us to get that built? I feel like that’s insights and innovation.”

As far as the metaverse, that really does strike a chord when you talk about the fan element, because gaming folks have seemed to get a jump on it. They’re taking the front door. Everybody else is trying to get a side door. That front door exclaims that fandom is important. At the media insights and engagement event earlier in the year, one of the executives from Bravo Television said that the way that they attack their consumer is through fandom. What about this concept in healthcare?

“Health care is in some ways critical but in some ways a little bit behind when it comes to experience, insights, marketing engagement, and all those things,” says Speck. “And so my book Healthcare Fandom talks about how do you take a promoter, a net promoter. But before they’re even net promoters, they are transactional users, then get them to be followers. And then get them to be fans and super fans. You cannot do that without insights. And AI is so immensely helpful here. How can we get people? How can we learn quicker? To start with, how can we use data and resonate with AI? It really matters in a very visual way, those differences between just demographic and psychographic behaviors. But then how do you apply that to create a fan? Pattern match and apply insights.”

Watch the video for more on Seth Adler’s conversation with Christina Speck, as they delve into the year, the speed of insights, inclusion, agile innovation and the human stories that make it all worth it (think bike locks and job applications).

Contributors

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

    View all posts
  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

    View all posts

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