Chris Boyer and Reed Smith walk through why the gap is structural rather than a marketing problem, then close with David Middendorf at Monigle on what Volume 9 actually says about where consumers are right now.

Why engagement in health and engagement with healthcare have decoupled, and what the avoidance number among the most engaged segment actually means
The structural reasons the operating model can't win this space, from P&L logic to service-line measurement to where wellness programs sit on the org chart
The DTC and subscription brands that took categories that used to be referrals inside a health system, and built continuous relationships around them
Why a majority of consumers now believe a technology company is more likely to revolutionize healthcare than a traditional system or provider
Trust, local knowledge, the provider relationship, the clinical record, and what it would take to actually deploy those as competitive advantages
David Middendorf on the "window not a wave" framing, AI as connective tissue for what Monigle calls a Living System of Experiences, and the three keys to the future: listening, personalization, wellness

David Middendorf leads the Humanizing Brand Experience research at Monigle. Volume 9 is the ninth annual installment of the firm's flagship study of healthcare consumer behavior. He joins the show to walk through what the new data is saying and what health system brand and experience leaders should do about it.

If your strategy deck still treats the space between sick visits as future state, the disruption has already happened and you missed it.

Mentions from the Show:

Monigle, Humanizing Brand Experience Vol. 9: Healthcare Edition, 2026: https://www.monigle.com/insights/humanizing-brand-experience-volume-9-healthcare-edition
David Middendorf on LinkedIn: https://www.linkedin.com/in/dave-middendorf-195b924/
Monigle: https://www.monigle.com/
Global Wellness Institute, Global Wellness Economy Monitor 2025, November 2025: https://globalwellnessinstitute.org/industry-research/2025-global-wellness-economy-monitor/
Global Wellness Institute, US Wellness Economy Reaches $2 Trillion, March 2025: https://globalwellnessinstitute.org/press-room/press-releases/gow-us-econ-valued-at-2trillion/
Kaufman Hall, National Hospital Flash Report, December 2025 data, February 2026: https://www.kaufmanhall.com/insights/research-report/national-hospital-flash-report-december-2025-data
HealthLeaders, Hospital Margins Stabilize as 'New Normal' Takes Hold, February 2026: https://www.healthleadersmedia.com/ceo/hospital-margins-stabilize-new-normal-takes-hold
Hims & Hers Health, Q4 and Full Year 2025 Financial Results, February 2026: https://investors.hims.com/news/news-details/2026/Hims--Hers-Health-Inc--Reports-Fourth-Quarter-and-Full-Year-2025-Financial-Results/default.aspx
TP481, Building the Schema App With Martha Van Berkel: https://touchpoint.health/podcast/tp481-building-the-schema-app-with-martha-van-berkel/
TP488, A Marketing-Led Approach to Patient Reactivation: https://touchpoint.health/podcast/tp488-a-marketing-led-approach-to-patient-reactivation/
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/
Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social
Reed Smith on BlueSky: https://bsky.app/profile/reedsmith.bsky.social

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