The Power of Adaptation: From Healthcare Campus Expansion to TikTok Growth

Ben H.

Hatched by Ben H.

Jul 26, 2023

3 min read


The Power of Adaptation: From Healthcare Campus Expansion to TikTok Growth


In the ever-evolving world of business and innovation, two seemingly unrelated topics - the expansion of a healthcare campus and the growth of a TikTok following - share a common thread: the importance of adaptation. While the healthcare industry focuses on consolidating services and saving costs, the world of social media demands the ability to connect with audiences on a deeper level. This article explores the lessons we can learn from IU Health's ambitious project and Duolingo's TikTok journey, highlighting the significance of adaptation in achieving success.

IU Health's Consolidation Efforts:

IU Health, a nonprofit system, is embarking on a $4.3 billion project to build a sprawling 44-acre medical campus in downtown Indianapolis. This consolidation of adult services aims to create an anchor for a downtown healthcare district, offering convenience and efficiency for patients. The project, set to open in 2027, is a bold endeavor that promises significant cost savings of $50,000 annually. However, some may question the substantial cost relative to the projected benefit. Nonetheless, IU Health's decision to consolidate services showcases their commitment to adaptation and innovation in a rapidly changing healthcare landscape.

The Importance of Distribution for Startups:

Duolingo, a language-learning platform, recognized the vital role of distribution in startup success. Justin Kan's famous quote, "First time founders are obsessed with product. Second time founders are obsessed with distribution," resonates in the startup world. Duolingo understood that having a superior product is crucial, but without effective distribution, growth becomes stagnant. To achieve rapid growth, startups must focus on establishing connections and adapting to the expectations of their target audience. Duolingo initially struggled with this on TikTok, as they failed to entertain their audience and instead focused solely on promoting their language-learning platform. This failure taught them the importance of adaptation and connecting with their audience on a deeper level.

Lessons in Adaptation:

Both IU Health and Duolingo faced challenges that required adaptation. IU Health recognized the need to consolidate services to improve efficiency and convenience for patients. Despite the significant cost, they understood that adapting to changing healthcare demands was essential for long-term success. On the other hand, Duolingo learned the importance of understanding their audience on TikTok and adapting their content strategy accordingly. They shifted their focus from solely promoting their product to entertaining and engaging their audience, thereby establishing a connection that fostered growth.

Actionable Advice:

  • 1. Embrace Change: In a rapidly evolving world, businesses must be willing to adapt to new challenges and opportunities. Embrace change as an opportunity for growth and innovation.
  • 2. Understand Your Audience: Whether in healthcare or social media, understanding your audience is crucial. Take the time to connect with them, listen to their needs, and adapt your strategies accordingly.
  • 3. Prioritize Distribution: While having a superior product is essential, distribution is equally important. Focus on establishing effective distribution channels that allow your product or service to reach a wider audience.


The stories of IU Health's ambitious healthcare campus expansion and Duolingo's TikTok growth teach us valuable lessons in adaptation. Whether in the realm of healthcare or the startup world, the ability to adapt to changing circumstances and connect with audiences is crucial for success. By embracing change, understanding our audience, and prioritizing distribution, we can navigate the ever-changing landscape of business and innovation, setting ourselves up for growth and prosperity.

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