Healthcare and higher education may seem like entirely different worlds, but both face a shared challenge: proving their value in a rapidly evolving landscape. Patients, students, and broader audiences demand more transparency, innovation, and measurable impact. At Red Door Interactive, we’ve seen firsthand how industries like these navigate this transformation—and how their strategies can inspire innovative approaches elsewhere.
By working with clients across diverse sectors, we’ve uncovered unexpected connections that spark fresh thinking and creative solutions. This article explores actionable insights from healthcare and higher education that marketers across industries can adapt to overcome these universal challenges. After all, sometimes the best ideas come from unexpected places—and we’re here to help you harness them to stand out and stay ahead.
Outcome-Driven Metrics: Prioritize Long-Term Value
Healthcare and higher education are ditching outdated, quantitative metrics in favor of models that actually mean something. In 2022, 40% of healthcare payments were tied to value-based care. Translation? Patient outcomes and satisfaction finally take priority over service numbers. Higher education is no different. Schools are tracking alum success for up to ten years post-graduation to prove their programs have a lasting impact (The Commonwealth Fund, 2023).
From a marketing perspective, it’s time to shift focus; long-term value metrics trump quick wins. Brands that aim to differentiate and lead can no longer afford to rely on shallow, short-term performance measures.
Sustainable Financial Models: Commit to Flexibility
Outcome-based metrics are crucial but don’t mean much without a financial model that can keep up. In healthcare, bundled payments—where providers receive a set fee per patient—slash costs, with a 5.8% reduction in joint replacement surgeries alone. Higher education, meanwhile, is experimenting with income-share agreements (ISAs), where students pay tuition as a percentage of future earnings. These models align education with real-world success and reduce upfront costs (JAMA Network, 2022).
To support marketing efforts, brands need to focus on transparency and adaptability. In uncertain times, brands that openly commit to sustainable, flexible financial practices aren’t just protecting themselves—they’re positioning themselves as leaders audiences can trust.
Flexible Staffing Models: Highlight Specialized Expertise
Healthcare and higher education are redefining their workforce models to balance quality with financial constraints. In healthcare, allied health professionals—such as physical therapists, diagnostic imaging specialists, and medical technologists—comprise nearly 60% of the healthcare workforce (Florida Hostpital Association). Their flexibility and specialized expertise allow healthcare providers to adapt to workforce shortages while maintaining high standards of care. In higher education, approximately 68% of faculty positions are now contingent appointments, with 48% part-time, enabling universities to offer diverse programs without overextending budgets (AAUP). While healthcare staffing focuses on immediate patient outcomes, higher education leverages adjunct faculty to provide cost-effective, quality instruction for long-term academic goals.
These workforce strategies offer lessons for other industries navigating similar challenges regarding workforce shifts. Flexible staffing models can deliver specialized expertise while preserving operational efficiency in healthcare, education, and beyond.
Marketing plays a vital role in shaping public perception of these changes. By highlighting the skills and dedication of these professionals and transparently communicating how these models maintain quality, brands can foster trust and combat misconceptions. In today’s landscape, authenticity and proactive storytelling aren’t optional—they’re essential.
Company Consolidations: Create a Unified Brand Vision
Healthcare and higher education are both experiencing a wave of consolidation driven by financial pressures and the need to adapt to changing markets. Over 1,573 hospital mergers occurred in healthcare between 1998 and 2017, with another 428 announced from 2018 to 2023. Today, the top 10 health systems control 24% of the market, growing their revenue at twice the rate of smaller systems (KFF). Higher education faces similar trends: nearly 100 institutions closed in just one academic year (2022–23), and mergers, such as Pennsylvania’s integration of six universities into two entities, are becoming increasingly common to address declining enrollments and financial constraints (Inside Higher Ed).
While consolidation in both sectors seeks to maximize resources and ensure long-term sustainability, the impacts differ. Healthcare consolidations often focus on leveraging scale to expand access and improve patient outcomes, but they can also raise concerns about reduced competition or increased costs. In higher education, consolidations aim to preserve student access to programs and degrees, though closures or mergers may limit diversity in academic offerings or diminish community-focused institutions. Both industries face the same challenge: maintaining trust and loyalty in the face of significant changes.
That’s where marketing steps in. Consolidation can feel disruptive, but strong communication makes all the difference. Messaging should reassure stakeholders—patients, students, and communities alike—that consolidation isn’t about cutting corners. It’s about creating something better: expanded services, stronger programs, and a vision for the future. By addressing concerns with transparency and telling a unified brand story, marketers can help organizations navigate consolidation confidently and emerge stronger.
Confident Leadership: Communicate Proactively & Confidently
In times of change, leadership is everything. Both healthcare and higher education know that guiding an organization through change isn’t about keeping things comfortable—it’s about moving forward with clarity. A study by Inside Higher Ed confirms it: institutions that handle technological shifts successfully are those where leaders communicate openly and transparently.
Marketing professionals should support leadership with consistent, proactive messaging. Change is inevitable. Brands that communicate purposefully and confidently during transitions don’t just build trust—they create an unshakeable reputation for resilience.
Key Takeaways for Marketing Leaders
Healthcare and higher education offer insights that today’s marketers can’t ignore. Here’s how to apply these game-changing strategies:
-
Focus on Long-Term Impact: Highlight long-term impact with outcome-driven metrics.
-
Commit to Financial Flexibility: Evolve financial models to match outcome-based performance.
-
Champion Workforce Value: Foster trust in shifting workforces by highlighting the specialized expertise.
-
Communicate a Vision: Provide a unified brand story that illustrates a strong future amid consolidation.
-
Lead Confidently: Support leadership’s vision with consistent, confident messaging that instills trust.
The future of marketing doesn’t live in a single industry. It’s forged at the crossroads, where insights from healthcare, education, and beyond come together to shape tomorrow’s leading brands. Ready to leverage insights from across industries to drive true innovation? Partner with Red Door to build strategies that redefine what’s possible.