I work in the Sports Management world, and we have what I think are some of the same basic challenges that healthcare industry has. I say that because both industries have long standing practices and niches in our daily lives that either would either take an act of God to change because of the traditionalists or because of the requirements of the industry and the end customer will never change.
So I would challenge you to first and foremost specifically define the challenges in the industry. I would also make sure there's an understanding of the issues that are organic to the 40 year old and up to the senior citizen, the young customers who are looking for something that's on an app, convenient, customer service friendly, and what is identified as a challenge across the board.
Branding is obviously an easier sell to the younger generation. I might even make the argument they should be the early target of your branding scheme as they'll be No 1. accepting and receptive of something they've seen or social media or in a new app. They will then either pass the word on to the older relatives or be asked by their older relatives how did either get their meds or solve the paperwork and financial issues.
You would also have to be very engaged to political discourse and discussion on the subject of healthcare. The healthcare industry as whole as missed the boat on an opportunity to rebrand itself when it drug its feet on the Affordable Health Care Act. So now the opportunity must be to brand yourself as a part of the solution not as another cog in the mess.