Harmonizing healthcare with Taylor Swift’s The Eras Tour
Healthcare leaders can learn lessons in adaptability, patient engagement and flexibility to achieve transformation with insights from the record-breaking tour.
As the lights dimmed in Glendale, Ariz., at the opening night of Taylor Swift's The Eras Tour earlier this year, the crowd erupted into a symphony of cheers. This tour, a mosaic of Swift’s musical journey, was not just a concert series; it was a masterclass in adaptability, engagement and resilience.
Its unparalleled success – marked by a staggering $1.04 billion in gross ticket sales at the time of this writing, making Swift the world record holder for the highest-grossing music tour of all time – offers valuable lessons for healthcare leaders navigating the complexities of modern healthcare, especially in the context of the Institute for Healthcare Improvement’s (IHI) Quintuple Aim, which we believe in and often reference in this publication.
The Eras Tour announcement and ticket presale
The experience of Taylor Swift's The Eras Tour, and thus the journey that led to this article, did not begin for me in Glendale, but rather, nearly a half year beforehand. You may assume that this article began within the offices of Health Sciences South Carolina (HSSC) in Columbia, S.C. As President and CEO of HSSC, the parent company of this publication, Health Data Management, I've had the unique privilege of occasionally contributing here, under the watchful eyes of CEO Mitchell Josephson and Editor in Chief Fred Bazzoli.
It was on May 1, 2023, that I reached out to Mitchell, brimming with excitement over my recent experience of the two previous nights at The Eras Tour and suggesting something atypical of our efforts. I proposed an article drawing parallels between healthcare and what I had just witnessed at Swift’s concert. I explained that there’s a lot we can learn in healthcare from the truly remarkable and nearly unbelievable experience I had just had. This idea, born from a weekend of musical euphoria in Atlanta, Ga., was met with enthusiasm.
However, the seeds of my experience and this article were sown much earlier than that Monday. Rather, they were planted six months earlier, during the events leading up to the tour's chaotic ticket presale.
As most of the world is aware, the actual presale date, Nov. 15, 2022, marked the onset of a frenzied race for tickets. My daughter, Ashley White, a communications specialist with Bandwidth, and co-author of this article, along with her husband Tyler White, a management engineer at Duke University Health System, had been preparing for this moment since the tour's announcement on November 1.
Their foresight was remarkable; they knew Taylor Swift would be appearing on Good Morning America, and they sat by the TV with laptops ready in anticipation of a tour announcement. In fact, they had even started saving money for the tour in 2020 during Swift’s folklore era, when they saw that her celebrity was on the rise and began to suspect that tickets would be expensive and hard to come by.
Within a minute of the announcement, they had both registered for a verified fan code and that same day they urged my wife, myself and other family and friends to do the same. Ashley’s proactive approach was not just about securing tickets; it was a strategic maneuver involving careful planning and coordination.
In the weeks leading up to the presale, Ashley took her planning to an extraordinary level. She watched videos on the strategy for how to most efficiently move through Ticketmaster’s presale system, learned the layout of The Eras Tour stage and seating map, and encouraged us to register for cities and dates that would maximize our chances of securing tickets.
The evening before the presale, when she knew who in our party had received verified fan codes, she gathered us to review a meticulously prepared PowerPoint presentation, outlining a budget, a strategy that included login and seat selection instructions, when to refresh (and when not to), and even specific sections and seat types to aim for with variables based upon where we ended up in the queue. This level of detail, while somewhat overwhelming to some of us who initially questioned the necessity of such extensive efforts and planning, showcased Ashley's strategic acumen. Her ability to foresee potential scenarios and prepare accordingly was a testament to her skills as a communications specialist, often applied as she earned her MBA and in her role at Bandwidth.
“If you fail to plan you plan to fail/ Strategy sets the scene for the tale” – Taylor Swift, “Mastermind” Midnights
Many of us, skeptical at first, soon realized the magnitude of the situation. The presale wasn't just a ticket purchase; it was akin to a complex operational task, requiring precision, timing and teamwork. Ashley's strategies, though initially perceived as overzealous, proved invaluable as we navigated the pandemonium of the Ticketmaster presale. Her foresight was a lesson in preparedness and strategic thinking, qualities that resonate deeply within the objectives of healthcare management.
In retrospect, the ticket presale planning was not just a prelude to the concert; it was a demonstration of the kind of strategic planning and execution that drives success in both the worlds of entertainment and healthcare. Such extensive planning worked. Despite the now well-documented opening presale day challenges, we were indeed successful in our bid to attain the coveted tickets. We were so prepared, in fact, that we ended up with tickets for two events, both of which happened to be back-to-back dates in Atlanta.
The Eras Tour experience in Atlanta
On the weekend of April 29, 2023, (a date that will be recognized as significant to Swifties), Taylor Swift’s The Eras Tour transformed the Mercedes-Benz Stadium in Atlanta into a haven of musical nostalgia and innovation. The excitement was palpable as we, along with thousands of other fans, converged on this iconic venue, typically home to the Atlanta Falcons. Experiencing the concert from two different vantage points – one on the floor and another in the stands – offered a unique perspective on the spectacle and artistry of Swift's performance.
“I said ‘Remember this moment’ in the back of my mind/ The time we stood with our shaking hands the crowds in stands went wild” - Taylor Swift, “Long Live” Speak Now (Taylor’s Version)
The first night, being among the crowd on the floor, was an immersion into the heart of Swift's fandom, the Swifties. Here, the energy was electric, a testament to the connection Swift has forged with her fans over the years. Heather Hinson, graphic designer and co-owner of Hinson Photography, who journeyed all the way from Florida for the concert, shared, "Funnily enough, I started listening to Taylor Swift on MySpace. We weren’t called Swifties yet, but my friend group was already obsessed." This sentiment of long-standing admiration that carried fans through many stages of life was a common thread among the crowd, highlighting the deep roots of Swift's influence.
From the stands the following night, the view was different but equally mesmerizing. This elevated position offered a comprehensive view of the carefully orchestrated production – each movement of Swift and her dancers meticulously contributing to the narrative of each song, each stunning visual displayed on not only the screens but the stage itself and, perhaps most enchantingly, each of the tens of thousands of hands in the air, highlighted by blinking wristbands that were passed out at entry and coordinated with the songs that Swift sang. Jon Hinson, portrait artist and also co-owner of Hinson Photography, reflected on Swift's dedication, saying "As a business owner, I have a lot of admiration for Taylor Swift’s infectious enthusiasm. You can truly see her passion shine through in the way that she always goes the extra mile to give her fans her very best."
“I’m still trying everything to keep you looking at me, because I’m a mirrorball” - Taylor Swift, “mirrorball” folklore
The tour was a journey through Swift's various musical eras, each marked by distinctive costume changes and stage sets. The attention to detail in aligning the visuals with the thematic elements of her songs was remarkable. This aspect of the concert, where every element was in harmony with the music, showcased Swift's commitment to delivering a comprehensive, immersive experience. It was a celebration of her evolution as an artist, vividly bringing to life her journey from a country music prodigy to a global pop icon.
The value delivered to ticket buyers was indisputable. Beyond being nearly three and a half hours long, every song, every set, every moment was crafted to provide an unforgettable experience. Fans were not just attending a concert; they were part of a grand narrative, a collective celebration of music and its power to connect and inspire. Heather Hinson captured this sentiment perfectly, saying, "In a time when everything is digital from our music to our photographs, Taylor Swift’s fans are buying physical copies of her albums. It’s proof that there is a tactile experience in listening to music."
“In this moment now capture it, remember it” - Taylor Swift, “Fearless” Fearless (Taylor’s Version)
The Atlanta shows were more than just celebrations of music; they were gatherings of a community, united by their admiration for Swift and her music. Fans left inspired and motivated, carrying with them memories of a performance that transcended mere entertainment. As Jon Hinson aptly put it, "We can all draw inspiration from Taylor Swift’s fearless ability to revolutionize her industry and face obstacles with grace." The Eras Tour in Atlanta was a vivid illustration of how music, when crafted and delivered with passion and precision, can become an unforgettable experience that resonates far beyond the stadium walls.
I agree, and reflecting on that weekend, it was evident how much we could glean from this experience to benefit healthcare leadership. The strategic foresight, meticulous planning and passionate engagement displayed during The Eras Tour are directly translatable to the principles of effective healthcare leadership.
Genuine connection with fans: Patient experience
Taylor Swift’s ability to forge a genuine connection with her fans through her words and her actions is a lesson in empathy and personalization that healthcare leaders can adopt. Her hands-on approach in engaging with fans, similar to a care provider's bedside manner, enhances the experience.
In healthcare, this approach could translate to more personalized patient interactions, where understanding individual patient histories and concerns is paramount. This level of engagement not only improves patient satisfaction, but also contributes to better clinical outcomes. Furthermore, Swifties often cite Taylor’s truthful and emotional lyrics as the reason for their long-lasting fandom. By adopting Swift’s model, healthcare providers can ensure that our care is not only clinically effective but also emotionally supportive.
Swift is known for creating exclusive experiences for her fans. Take for example her “secret sessions,” listening parties hosted by Swift at her home, where fans that she personally selected get to listen to an album before its release and get exclusive commentary from Swift on the meaning behind each track.
In this way, Swift can inspire healthcare providers to offer unique patient-centric services. This could include personalized health education sessions, tailored wellness programs or patient-focused events that foster a sense of community and support among patients. These initiatives can enhance the patient experience, making them feel valued and part of a caring community, much like Swift’s fans feel part of an exclusive group.
“I don’t wanna dance if I’m not dancing with you” - Taylor Swift “Holy Ground” Red (Taylor’s Version)
Building a loyal fanbase, as Swift has done, is akin to developing a loyal patient base in healthcare. This loyalty stems from a consistent, high-quality experience that goes beyond clinical care to include emotional and psychological support. Healthcare leaders can learn from Swift’s model to nurture relationships with patients, fostering a sense of trust, loyalty and community. This is especially crucial in a healthcare landscape where patients have multiple options and are increasingly seeking providers who offer not just medical expertise but also a caring and personalized approach.
Adaptability and flexibility: Evolving landscapes
Taylor Swift's career evolution is a testament to the power of adaptability, a quality essential in the ever-changing world of healthcare. The impetus for The Eras Tour is that her career has been marked by distinct “eras.” Every time she releases a new album, she’s not just evolving sonically as an artist or even switching genres, but presenting a new color scheme, style and persona.
While her core traits remain through each era, no one knows more about reinvention than Swift. Her transition from country to pop and beyond symbolizes the need for healthcare systems to evolve in response to changing patient needs, technological advancements and healthcare trends. Just as Swift has embraced different musical styles to stay relevant, healthcare organizations must be willing to adopt new technologies and treatment modalities, embracing innovation to improve patient care.
“It’s a new soundtrack, I could dance to this beat” - Taylor Swift, “Welcome to New York” 1989 (Taylor’s Version)
Swift’s adaptability in the face of an evolving music industry parallels the need for healthcare leaders to remain agile in a sector marked by rapid changes. The adoption of telehealth, personalized medicine and AI-driven diagnostics are examples where healthcare can take cues from Swift’s ability to stay ahead of the curve. This adaptability not only helps in delivering better patient care, but also ensures the sustainability of healthcare organizations in a competitive and technologically advancing landscape.
Moreover, Swift’s foray into different genres represents the importance of cross-disciplinary collaboration in healthcare. Just as she has collaborated with artists from various genres, healthcare professionals can collaborate across specialties to provide comprehensive care. This approach is crucial in addressing complex health issues that require a multi-faceted approach, much like the collaborative efforts needed in producing a genre-crossing record.
Resilience and perseverance: Overcoming challenges
Resilience and perseverance, hallmarks of Taylor Swift's career, are critical attributes for healthcare leaders who face myriad challenges. Swift’s battle for the right to own her masters, mirroring the healthcare industry’s struggle with issues like data ownership and patient privacy, exemplifies the importance of standing firm in the face of adversity. Healthcare leaders can draw inspiration from her determination and apply it to advocate for patient rights, data security and ethical practices in healthcare.
“Honey, I rose up from the dead I do it all the time” - Taylor Swift, “Look What You Made Me Do” Reputation
Swift’s ability to turn personal struggles into empowering narratives is a lesson for healthcare providers in dealing with setbacks. Whether it’s adapting to new healthcare regulations, managing public health emergencies or navigating the complexities of healthcare delivery, the ability to persevere and find innovative solutions is key. Swift’s resilience in overcoming professional and personal challenges serves as a model for healthcare professionals to remain steadfast and resourceful.
“Baby I could build a castle out of all the bricks they threw at me” - Taylor Swift, “New Romantics” 1989 Taylor’s Version
Moreover, Swift’s journey is an inspiring example for healthcare leaders in fostering a culture of resilience within our organizations. Encouraging healthcare professionals to embrace challenges as opportunities for growth, and supporting them through difficult times, can lead to a more robust and effective healthcare system. This approach not only benefits the healthcare providers but ultimately leads to better patient care and a healthier population.
Empowering others: Advocacy and influence
Taylor Swift’s use of her platform to advocate for social issues and empower others offers a blueprint for healthcare leaders in wielding influence for the greater good. Her vocal stance on issues like equality for all and artists’ rights demonstrates how leaders can advocate for systemic changes in healthcare. This could involve championing policies that promote health equity, fighting against healthcare disparities and advocating for vulnerable populations. By using influence, healthcare leaders can effect change far beyond the confines of their institutions.
Swift’s engagement in social and political matters, such as gaining more than 850,000 signatures on a petition to support the Equality Act by attaching it to her Lover era “You Need to Calm Down” music video, or driving more than 35,000 fans to register to vote after encouraging her Instagram followers to use their “powerful” voices, parallels the role healthcare leaders can play in public health advocacy.
By actively participating in public health discussions, raising awareness about health issues, and encouraging community engagement, healthcare leaders can extend our impact beyond individual patient care. This broader engagement is essential in addressing the second aim of the Quintuple Aim – improving the health of populations.
“Don’t say you’re too tired to fight/ It’s just a matter of time/ Up there’s the finish line so run, and run, and run” - Taylor Swift, Only the Young featured in Miss Americana
Moreover, Swift’s empowerment of her fans and young people serves as a model for healthcare leaders in inspiring our teams and the communities we serve. By advocating for better working conditions, supporting wellness programs and mental health, and fostering an environment of inclusivity and respect, healthcare leaders can empower their staffs. This not only aids in achieving the fourth aim of the Quintuple Aim – improving the work-life of healthcare providers – but also creates a more positive and effective healthcare environment for patients and staff alike.
Business strategy: Strategic planning in healthcare
Taylor Swift’s strategic business acumen, evident in her career moves and brand management, offers significant insights for strategic planning in healthcare. Her approach to re-recording her albums, a necessarily strategic response to regaining control over her music, mirrors the proactive strategies healthcare organizations can adopt in response to industry changes.
Just as Swift identified and leveraged a unique solution to a complex problem, healthcare leaders must identify innovative strategies to address issues such as regulatory changes, market competition, or technological disruptions. This proactive approach is crucial in maintaining the relevance and efficiency of healthcare services.
Swift’s success in various entrepreneurial ventures, including not only streaming deals and the sale of physical music, concert tickets and merchandise, but also extensive real estate ventures, filmmaking, fragrance lines and brand collaborations, showcases the value of diversifying and expanding beyond traditional roles.
Similarly, healthcare organizations might explore new ventures and partnerships, such as integrating non-traditional healthcare services or collaborating with technology companies, to enhance our service offerings. These ventures not only open up new revenue streams but also provide more comprehensive care to patients, aligning with the aim of improving health outcomes.
“The road not taken looks real good now” - Taylor Swift, “‘tis the d*mn season” evermore
Furthermore, Swift’s ability to maintain a strong and consistent brand identity through strategic public relations and marketing is a lesson in brand management for healthcare organizations. In a highly competitive and consumer-centric healthcare market, establishing a strong brand identity is essential. Healthcare leaders can learn from Swift’s strategic brand building to enhance their organization's public image, align services with patient needs and preferences, and build trust within the community. A strong brand identity not only attracts patients but also helps in building long-term relationships with them.
Conclusion: A synergy of lessons
Taylor Swift closes out The Eras Tour by singing her hit song “Karma” from the album Midnights, which debuted and spent several weeks at No. 1 on the Billboard charts. In the bridge of “Karma,” she sings, “Ask me what I learned from all those years/ Ask me what I earned from all those tears/ Ask me why so many fade, but I'm still here.”
What can we learn from Swift? A beacon of success and innovation, she offers rich lessons for healthcare leaders. From fostering genuine connections with patients to demonstrating resilience in the face of challenges, Swift’s strategies align remarkably with the core tenets of the Quintuple Aim in healthcare.
In a world where both music and healthcare continually evolve, Swift’s approach provides a blueprint for healthcare leaders. Her ability to connect, adapt, empower and strategically navigate her career mirrors the path healthcare leaders can take to improve patient care, enhance population health, manage healthcare costs and support the well-being of healthcare providers.
In essence, The Eras Tour is more than a showcase of musical prowess; it's a metaphor for the transformative journey healthcare leaders can embark upon, inspired by one of the most influential artists of our time.
Kenneth R. Deans Jr., DHA is president and CEO of HSSC, the parent company of Health Data Management.
Ashley M. White is a communications specialist with Bandwidth.