Taylor Swift, healthcare, and the 2024 election

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Taylor Swift is considered unarguably the most famous woman in the world. She is a billionaire; her concerts are sold out to thousands of Swifties often paying more than $1000\ticket; she has increased the female viewership of American football; and presidents and prime ministers are requesting that she perform a concert in their countries because of the potential economic impact of her concerts. So, how does Taylor Swift phenomenon apply to healthcare?

The power of over-delivering

It has been said that it is best to under-promise and over-deliver in business and medicine. A Taylor Swift performance consistently over-delivers. Taylor Swift doesn't stand on the stage and sing one song after the other in the same vocal range, in the same outfit, with the same lighting and stage sets. She wears multiple outfits, has a perfectly choreographed dance routine, and displays a unique background representing the era. Taylor brings 100% of her energy to every sold-out arena for three hours as though each song was the finale. From the opening momentto the final scene Taylor Swift over-delivers.

Now, consider your medical practice. Look at the patients, the staff, colleagues, and the community for whom you are performing. How are you over-delivering? What are the expectations of your patients, staff, and referring physicians? What would it look like at the zenith of what you do? What would it look like to outperform and overdeliver, to the point that any patient would tell ten people about their interaction with you and your practice?

Over-delivering will force you to be creative and think differently than your competition. It will increase patient retention and foster viral word-of-mouth marketing, as in the case of Taylor Swift's concert. Give people more than they expect, and you can build nearly anything.

Examples of over-delivering include answering the phone in three rings; the caller speaks to a human and does not have to navigate a phone tree; all calls and e-mails are returned within twenty-four hours. The patient has all their questions answered at the end of the doctor-patient encounter. A final example of over-delivering might occur when the patient receives a follow-up call from the doctor or the nurse to check on patients recently discharged from the hospital on their condition, their medications, and that they have scheduled follow-up appointments.

The power of persistence

Taylor had a heated dispute with artist Kanye West during the Grammy Awards. Taylor was vilified by him and the press.

Instead of wallowing in her disappointments, she focused on what she could control. Between 2019 and 2022, she produced four albums and won a Grammy for Album of the Year. She then celebrated by launching the most successful tour in music history, grossing $1.4 billion in one year.

Her persistence is a reminder that greatness does not come from one smash hit, but from taking one small next step toward her goal.

Persistence in medicine and healthcare requires steadfast dedication and continuous effort to achieve positive outcomes for patients, overcome challenges, and advance medical knowledge. Remember that becoming a doctor requires twelve to fifteen years of education, and persistence is a necessary ingredient in the development of a healthcare professional. Doctors, nurses, and other medical staff require persistence in their daily work.

Integrating technology into healthcare, such as electronic health records (EHRs), telemedicine, and, recently, artificial intelligence (AI) requires persistence in overcoming technical challenges, ensuring data security, and adapting workflows to new systems.

These examples highlight the importance of persistence in overcoming obstacles, improving patient outcomes, and advancing medicine and healthcare.

Taylor actively listens to her audiences

Taylor Swift is known for her interactions with fans and for being attentive to their feedback. She interacts with her fans directly, responding to their comments, sharing their fan art, and expressing gratitude for their support.

Taylor hosts fan events and meet-and-greets during her tours. This allows fans to meet her in person, ask questions, and share their experiences. These events showcase her commitment to listening and engaging her fan base.

Taylor draws inspiration from the experiences of her fans when writing songs. Some of her songs are speculated to be inspired by specific fan interactions or stories, showcasing her ability to connect with her audience on a personal level.

Healthcare professionals must also listen to their patients, staff, and colleagues. A practical method of listening is to survey your patients. This can be accomplished by giving patients a survey card when they check in and asking them to complete the six-question survey (A sample survey from my practice is shown in Figure 1) during every doctor-patient encounter. All positive and negative comments should be acknowledged to demonstrate you're listening to your patients.

Now how does Taylor Swift impact an election? Imagine this scenario: There are four battle-ground states (PA, WI, MI, AZ)that will likely determine the results of the election. Imagine Taylor supporting one of the candidates for presidency. She agrees to a free concert in those battle ground states, and the only requirement is that the Swiftie must register to vote to receive a ticket. I can imagine that those votes from 18–36-year-olds will swing the election. Your thoughts?

Bottom Line: Taylor Swift's makes it easy to be awestruck. But while she is an incredibly gifted artist and creator, her marketing principles are admired. She had to start at square one, like every healthcare provider. Just imagine how using some of her strategies could enhance your practice and pick the next president of the United States!

Neil Baum, MD, a Professor of Clinical Urology at Tulane University in New Orleans, LA. Dr. Baum is the author of several books, including the best-selling book, Marketing Your Medical Practice-Ethically, Effectively, and Economically, which has sold over 225,000 copies and has been translated into Spanish.