Consumerism coming to healthcare: Opportunities and obstacles

Unintentionally humorous article about delusional hospitals who hire consultants to tell them become customer obsessed. - Sanders DiPiero

Winning empowered consumers has become critical at a time when patients are demanding more in response to rising costs.

Healthcare organizations aren't making significant strides in adapting to consumerism, even despite increasing demand, competition for patient loyalty and plenty of lip service to the idea. 

That's true across the range of hospitals, payers and pharmaceutical companies, according to new research by branding and marketing consultancy specialist Prophet.

Along with identifying the problem, Prophet also outlined potential opportunities for improvement -- namely partnering with digital, bringing in external perspective and measuring what matters. It all comes down to treating consumers as participants in their own health and, increasingly, healthcare organizations' bottom lines now require meeting patients halfway. Or more.

"Consumer centricity," as the research calls it, is required to win in today's era of active consumers. Consolidating health systems and commoditized plans and medicines means greater consumer engagement is required so that consumers select their system, their plan and their drug. And funders of healthcare are demanding greater value of systems and drug manufacturers, requiring consumer centricity to get people to change their behavior and, in turn, drive down healthcare costs.

Winning that empowered, engaged, equipped and enabled consumer has become more critical at a time when healthcare consumers are demanding morefrom providers in response to rising costs; when consumers need to play a more active role in personal health management; and when startups are finding more agile ways to meet the needs of this increasingly educated and proactive group of people.


Recent Posts

See All

Administration’s radical actions on drug pricing

By Albert DiPiero MD, MPH Everyone is going after a common enemy these days: Big Pharma and high drug prices. The House and Senate have both stated that the days of unrelenting increases in drug price