The healthcare industry, a massive 18% of the GDP in the United States, is finally seeing a shift towards consumerism. For too long, this essential sector has lagged behind in adopting patient-centric approaches. As someone deeply entrenched in direct-to-consumer (DTC) strategies, it’s clear that healthcare is ripe for a consumer revolution, given that it serves literally every individual. It’s about time the industry prioritized the needs and experiences of its vast consumer base.
From its inception, Ro has been applying DTC principles to redefine patient engagement and platform development. However, the integration of these principles into healthcare and their problem-solving capabilities haven’t always been clear. This article will delve into one key lesson that has significantly shaped Ro’s approach and success thus far.
Understanding the “Jobs-to-be-Done” Approach
You might encounter Ro’s advertisements across various platforms – from Instagram to subway stations and even television. This deliberate marketing strategy is a departure from traditional healthcare advertising, designed to capture attention in unconventional spaces. However, the true innovation lies not just in where Ro markets, but in how it communicates with potential patients.
Health is a daily consideration for most people, often the first thought upon waking or looking in the mirror.
Yet, addressing health concerns can be daunting. Embarrassment, lack of time, or simply not knowing where to begin are common barriers. Navigating the complexities of the healthcare system can be confusing, time-consuming, and ultimately exhausting.
Drawing from experience at BarkBox, where focusing on consumer wants was key to introducing consumer needs, Ro adopted a similar strategy. BarkBox’s initial success came from offering enjoyable and easy-to-access treats and toys for dogs online, fostering a positive shared experience between pets and owners. This initial offering paved the way for introducing essential products like dental care (BarkBright), customized dog food (BarkEats), and durable toys (SuperChewer).
How Ro Applies JTBD to Healthcare
Ro’s founders aimed to replicate this DTC approach in healthcare, focusing on what patients want as an entry point to address what they need. This patient-first philosophy represents a significant shift from traditional healthcare models.
Consider a patient with a bothersome rash. Their immediate desire is relief and a solution, but they might be unsure of the necessary specialist – a podiatrist, dermatologist, or primary care physician. This uncertainty is widespread; a Ro patient survey revealed that 76% were often unsure about which type of in-person provider to consult before seeking care through Ro’s platform.
Ro addresses this knowledge gap using the “jobs to be done” (JTBD) approach. JTBD posits that individuals first seek to understand how to achieve their goal, rather than immediately being presented with a solution. For instance, someone needing a quarter-inch hole to hang a picture wants guidance on creating the hole, not just a drill. Ro applies this by directly addressing specific health needs and clearly outlining how the platform can assist in achieving the desired outcome.
This principle is simple: market based on patient desires.
Yet, this is a relatively novel concept in healthcare. Despite telehealth’s 20-year history, many established players have struggled with direct-to-patient models, often attempting to be all things to all people with generic messaging like “We’re the doctor in your pocket!” or “We’re here for you anytime, anywhere!” This broad approach can lead to a disconnect:
Company: Hello potential patient, try our health services!
Person: What exactly do you do?
Company: We do everything! What do you need?
Person: Okay… I’ll consider your app next time I have a sinus infection.
This generalist approach lacks the specificity needed to resonate with patients seeking solutions to particular problems.
Specific Examples: Marketing What Patients Want
Ro’s focus on specific health conditions (the “job to be done”) enables a more targeted and effective DTC marketing style, ultimately helping more patients access care quickly.
Instead of vague statements like “Ro connects you with a doctor anytime, anywhere,” Ro directly answers patient questions. For example, TV commercials for hair loss solutions directly address patient desires – affordable hair loss treatment – and patient needs – high-quality, doctor-prescribed treatment from a trustworthy source.
Ro’s marketing directly addresses the questions patients are already asking:
How can I address my thinning hair before my wedding? How can I lose weight for my family’s sake? How can I manage seasonal allergies during my vacation? How can I proactively treat my acne?
Patient feedback underscores the value of this approach:
This strategy effectively brings patients to the platform by addressing their immediate concerns. However, Ro’s long-term goal is to empower patients to take comprehensive control of their health. The JTBD approach is the initial hook, fostering a relationship that allows for deeper engagement with overall healthcare needs.
For instance, marketing cholesterol treatment through direct response advertising is challenging because it doesn’t address an immediate, felt need. This contributes to the fact that only about half of those who need cholesterol medication are actually taking it. By focusing on patient wants and building trust, Ro can then guide patients toward addressing less immediate but equally crucial health needs.
Benefits of Ro’s JTBD Approach
Ro starts by addressing patient wants, identifying the overlap with their needs.
This transition from initial engagement to a deeper healthcare relationship is facilitated by Ro’s provision of ongoing provider relationships and 24/7 messaging. Furthermore, affiliated providers are equipped with comprehensive patient information from Online Visits, enhancing their understanding of patient medical histories. This improved communication and holistic view enable providers to proactively suggest preventative care, such as recommending cholesterol checks for patients with a family history of high cholesterol.
The effectiveness of Ro’s JTBD messaging is amplified by its visibility. The subway and social media advertisements, noticed by many, ensure broad reach.
While direct comparisons with traditional hospital marketing are difficult, it’s likely that Ro’s targeted tactics reach a wider patient base than generic billboards. Highlighting convenient and affordable healthcare options is crucial, as many patients delay necessary care, with significant consequences for their health and finances.
Ro leverages metrics-driven marketing to optimize campaign timing and placement. The partnership with Major League Baseball, for example, is based on data showing that Roman (Ro’s digital health clinic for men) patients frequently watch baseball, aligning with the platform’s core demographic. By meeting patients where they are, Ro ensures health information is easily accessible.
Conclusion
In essence, Ro’s JTBD approach effectively answers patients’ most pressing health questions, in familiar environments, with messaging that resonates with their desires, ultimately guiding them to the care they need.
This DTC marketing strategy empowers patients to proactively manage their health. Notably, 68% of Ro patients reported receiving care for their condition for the first time through the platform. Ro’s ultimate mission is to facilitate access to necessary care for as many patients as possible, precisely when they need it.
