Across essential industries, affordability is changing how people engage. Healthcare is on the front lines of this shift, but it is not the only industry navigating it.
Energy providers have been operating in an environment where cost is always part of the conversation and essential services compete with household budgets every month.
At Mower, we work at the intersection of both, partnering with healthcare systems and energy providers navigating these challenges for patients and customers in real time.
So, what can healthcare marketers learn from energy and what can energy learn in return? We brought together two Mower experts from these specialty areas to compare notes.
Gary Holmes
Vice President, Reputation Management
Question 1: “Affordability concerns are not new, but the intensity right now feels different. What are your clients seeing?”
Mike Baron
SVP, Group Creative Director and Mower Healthcare Specialty lead
“We’re seeing patients delay or skip care in ways that are hard to ignore. And it’s not just elective anymore – it’s preventive care, chronic condition management, even prescriptions. When a national poll shows that one in three adults is making tradeoffs to afford care, it changes how and when people engage with providers.”
Stephanie Crockett
President and CEO, Mower Energy and Sustainability Specialty Lead
“Affordability has always been central in our space since energy is a monthly bill that every household receives. What has changed is the volatility. Price swings and broader economic pressure mean more customers are struggling or asking for help. There is a growing expectation that providers will help manage that burden on top of delivering the service.”
Gary: “When the service you offer is essential, how does that affect how you communicate around cost and support?”
Mike:
“Patients are not just thinking about their health. They’re thinking about their budget. When cost is unclear, it creates stress and uncertainty, and that can stop people from moving forward with the care they need. The providers that stand out are the ones that address both care and cost upfront, in a way that feels transparent and understandable.”
Stephanie:
“People do not want surprises when it comes to cost. Utilities must stay in front of it. Make bills easy to understand, help people see what is coming month to month, and remind them of the options available. If you only reach out when the bill arrives, you’ve missed your window.”
Gary: “Where are you seeing the biggest gaps and what is one thing each industry could do better starting now?”
Mike:
“The biggest challenge is that people don’t know help exists until it’s too late. Many providers offer payment options or financial support, but patients only find out after they’ve started to pull back. That’s too late. We’ve seen our energy clients do a better job putting that support front and center. We see it on the homepage, as bill inserts, before payment is due. That is something healthcare can learn from. At the same time, healthcare has built a strong human support system through financial counselors and patient navigators who help people understand coverage and options. The opportunity for improvement is in connecting the two. Make that support visible earlier and use the human touch to guide people to it before it becomes a barrier.”
Stephanie:
“We see a similar issue complexity in the energy space. There are plenty of programs and options, but people are often left to figure them out on their own. Rate plans, rebates, energy efficiency tools and assistance programs aren’t always easy to navigate. Healthcare has done a better job building guidance into the experience. Those financial counselors and navigators help people make sense of it. There is room to change that by making support more visible and accessible, and using those touchpoints to clearly communicate the value utilities provide. Energy powers everything we do and reinforcing that role can build greater understanding and trust over time.
Gary: “You mentioned trust. Trust matters in both of these industries. How does affordability impact it?
Mike: “In healthcare, there may be options, but cost can take a lot of them off the table. If cost feels unclear or unexpected, patients delay care or go elsewhere. Trust is fragile. It depends on clarity, transparency and helping people see a path forward. Without that, you do not just lose trust. You risk losing the patient altogether.”
Stephanie: “In energy, customers usually do not have that same choice. You are in it together whether they like it or not. That raises the bar for trust. If cost feels confusing or support is hard to get, frustration builds fast. It means you have to work even harder to be clear, proactive and easy to deal with. What energy can learn from healthcare is making that support feel more human. In both cases, trust comes down to the same things – showing up, being clear and making it easier to navigate what comes next. It’s also built over time by eliminating surprises and consistently delivering reliable service at every customer touchpoint.