Healthcare talks a lot about growth, access, and consumerism. But there’s a growing problem hiding in plain sight: demand is getting easier to create, while supply remains stubbornly hard to deliver.

In this episode, Chris Boyer and Reed Smith unpack a tension many health systems are feeling but rarely name out loud. As digital marketing, online scheduling, and consumer-first strategies mature, organizations are getting better at generating demand. Too often, that demand runs headfirst into real constraints on the supply side: provider schedules, clinic capacity, access center workflows, EMR logic, bylaws, and reimbursement realities.

The result? Campaigns that work. Experiences that break. And patients who did everything right, only to be told there are no appointments available.

The conversation starts with a quick reset on classic supply-and-demand economics and why those models fall apart in healthcare. From there, Chris and Reed explore:

Why marketing is being asked to drive demand without influence over supply
How digital tools are exposing access gaps that have always existed
The disconnect between growth strategy, clinical operations, and access management
Why “no appointments available” may be the most expensive UX pattern in healthcare
What a route-first approach to access could look like in practice

This is not about blaming clinicians or oversimplifying a complex system. It’s about naming the mismatch, understanding the incentives, and starting a more honest conversation about how demand and supply actually meet inside modern health systems.

If healthcare is serious about consumerism, it has to get serious about access.

Mentions From the Show:

Learn more about your ad choices. Visit megaphone.fm/adchoices

TP473: When Demand Outruns Supply (And Marketing Gets Stuck in the Middle)