Interbrand’s Best Global Brands 2017 Summit in New York on Wednesday—a day-long conference and awards ceremony celebrating the just-announced world’s most valuable brands—included a fireside chat with CNBC anchor Brian Sullivan (above left) and Outcome Health Founder and CEO Rishi Shah (on the right).
Discussing the topic of accelerating brand growth, Shah shared insights into rebranding his startup because its mission had evolved to ‘soulfully’ serving people information to make better decisions about burgeoning possibilities in healthcare.
“Our DNA changed … we were building a network and bringing computing to healthcare. It was about focus and outcome and igniting change at scale. It wasn’t about life sciences or medical providers, but about building a network of different stakeholders, ubiquitous and global. We need to talk differently to doctors and nurses and pharmacists—but bring them all together in the outcome. How do we show up in critical moments for consumers?”
Shah spoke of making his brand open, empowering and helpful in a time of rapid change in healthcare, from drug delivery devices to clinical trials and treatment options. “3.0 is decision power in oncology,” he said.
For a startup, he argued, stasis is death, and battling existential threats requires staying on point. “Great leaders and brands have a clear picture that’s ‘pointy’ and takes some reverse engineering to achieve it. We want to sit in the middle—not disintermediate, but be counter-intuitive.”
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