Luke Bonney, CEO of Redox, talks about how Redox evolved from a technology brag to a strategic narrative. They discuss the challenges of integrating health care apps with electronic health record systems and the concept of composable healthcare. The podcast also highlights the importance of having a compelling company narrative and the role of the CEO in driving change.
Redox shifted their narrative from focusing solely on EHR integration to the concept of composable healthcare, emphasizing the need for data-driven, composable experiences in the healthcare industry.
Implementing a new company narrative requires the CEO to lead the change, establish a primary project, and foster a culture that embraces the new narrative as a foundation for success.
Deep dives
Redox: Simplifying Healthcare Data Integration
Redox, led by CEO Luke Barney, aims to simplify healthcare data integration by creating a single front-end interface for all healthcare data. The CEO realized that the old narrative was too narrow, focusing solely on electronic health record (EHR) integration. The new narrative revolves around the concept of composable healthcare, emphasizing that healthcare has fundamentally changed with patients and providers seeking more options. Redox acts as the bridge between technology companies and the legacy systems used by doctors and hospitals to store patient data. By enabling companies to build composable healthcare experiences, Redox reduces the need for extensive in-house integration projects and allows teams to focus on creating differentiated and valuable solutions.
The Importance of a Comprehensive Company Narrative
Luke Barney recognized that the old narrative about Redox was centered on the company itself rather than its customers and their customers. To broaden their narrative, Redox introduced the concept of composable healthcare, which emphasizes the need for data-driven, composable experiences in the healthcare industry. By adopting a composability mindset and leveraging API actions, Redox aims to help healthcare technology companies create differentiated and valuable solutions. The market has responded positively to the new narrative, as it resonates with the challenges of competing on experience and differentiating within the healthcare industry.
Challenges and Strategies for Narrative Change
Implementing a new company narrative requires concerted effort and commitment from the entire organization, starting with the CEO. The CEO needs to lead the narrative change, not just in how they communicate externally, but also in training and enablement for customer-facing teams. Additionally, change management becomes crucial as employees adjust to the new narrative. It may be necessary to make difficult decisions and part ways with individuals who are resistant to change. To successfully navigate these challenges, it is important to establish a primary company-level project and foster a culture that embraces the new narrative as a foundation for future success.
How Redox evolved from pitching what was essentially a technology brag to a strategic narrative about a change in the world that starts with its customers’ customers. My mom even gets what Redox does, sort of.
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