In this episode, recorded right before the Labor Day weekend, Brad and Gabe have one thing on their minds... barbecuing! More specifically, they're thinking about barbecuing as a ritual, a set of behaviors with rules, inversions of norms, specific settings and a meaning that goes beyond its function.

In health, rituals are overlooked, but they're are a desired part of the human experience, even if patients and consumers don't articulate it. Think about where you'd be comfortable getting a shot from your HCP. In a parking lot? The elevator? The waiting area? The doctor's office? A successful health experiences hinges on an individual's comfort, familiarity and trust, so rituals play a crucial role in making procedures feel safe and making recipients feel dignified.

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