mommyjenlin

There is a subtle but important market shift developing healthcare. And it's really a result of the growing healthcare consumerism movement I wrote about last week. That is the "patient" who is evolving into the healthcare consumer is making healthcare choices based on cost. Look, I get that we don't sell widgets. And as much as we decry and bemoan anybody that dares to bring up the subject of price, consumerism and patient dominated decision-making and choice in healthcare spawns from the devil himself, the fact remains that the "patient" is becoming a healthcare consumer and making choices based on cost. You can't ignore it, or hide your head in the sand anymore because it's not going away. Here's some of the evidence: (I receive no payment, nor have any contractual of relationships with the following aforementioned companies.) Aetna's easy-to-use, out-of-pocket payment estimator. Simple really, know the cost of a test, visit or procedure; ...

As it stacks up in 2013, we will see monumental shifts in the healthcare landscape as healthcare organizations of all types seek ways to not only survive, but thrive. Technological and care delivery innovations, specialty pharmaceuticals, healthcare consumerism and reform are coming together to create the perfect storm. Hospitals who were once at the top of the food chain are now are the bottom swimming upstream to regain top position. Some will make and some won't. My bet is with those healthcare organizations that recognize the role of the healthcare consumer in all of this and changes their marketing operation, message and resource allocation to engage the healthcare consumer will succeed. It's a tough balancing act when you have never really had to market too or communicate with the healthcare consumer, aka the patient in meaningful human terms. Terms that grow your brand, build stronger customer connections and answers the question, what's in it for them to use you? So...