By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    stress disorder
    5 Ways To Manage Post-Traumatic Stress Disorder
    October 27, 2021
    Medical device classification and development strategies
    Medical device classification and development strategies
    January 19, 2022
    varicose veins
    Varicose Veins Prevention: 3 Lifestyle Changes to Make Right Now
    May 1, 2022
    Latest News
    6 Essential Strategies for Improving Your Medical Practice
    January 25, 2023
    Staying Positive While Living with Mesothelioma
    January 24, 2023
    The Many Health Benefits of Being Outdoors
    January 17, 2023
    How to Assess a Safe Placement of a Nasogastric or Nasoenteric Tube and Its Complications
    January 19, 2023
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    9 Great Resources For Your Medical Assistant Training
    August 16, 2018
    Waiting for HIPAA Clarity? Who Has Time?
    September 19, 2014
    Topics You Need To Study And Prepare For When Taking The NCLEX
    August 12, 2020
    Latest News
    Simplifying the Genetic Testing Process: How At-Home Kits are Changing the Game
    January 25, 2023
    9 Hospitals That Have Introduced Green Initiatives
    January 25, 2023
    Why a Health Retreat Can Be the Best Medicine
    January 12, 2023
    Best Money-Saving Tips for Health Managers
    January 12, 2023
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Healthcare Consumerism: Marketing’s New Imperative
Share
Sign In
Notification Show More
Latest News
ABA therapist
Everything You Need to Know About Applied Behavior Analysis
Health
Small Lifestyle Changes That Can Have A Big Impact On Your Well-Being
lifestyle Wellness
The Future Of Medicine: How Immunotherapy Is Saving Lives
The Future Of Medicine: How Immunotherapy Is Saving Lives
Technology
medical practice and technology advancement
6 Essential Strategies for Improving Your Medical Practice
Technology
digital dental x-ray
How Does A Digital Dental X-Ray Work?
Dental health
Aa
Health Works CollectiveHealth Works Collective
Aa
Search
Have an existing account? Sign In
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > Social Media > Healthcare Consumerism: Marketing’s New Imperative
eHealthSocial Media

Healthcare Consumerism: Marketing’s New Imperative

Stewart Gandolf
Last updated: 2017/09/26 at 2:58 PM
Stewart Gandolf
Share
5 Min Read
healthcare consumerism
SHARE

The concept of consumerism in healthcare delivery is a page from the retail world. Although it predates the Affordable Care Act—a major driver in consumerism—it’s a trend that has gained significant traction with health systems, hospitals and medical practices. And, by most indicators, healthcare consumerism is rapidly becoming a top imperative for marketing professionals. The high-altitude definition tells us that: “Health consumerism is a movement that advocates patients’ involvement in their own healthcare decisions. It is a movement from the ‘doctor says/patient does’ model to a ‘working partnership’ model.” [Wikipedia] From a provider’s perspective, the broad definition embraces desirable factors including:

  • Closer physician-patient communications and cooperation;
  • Patient buy-in and compliance with treatment recommendations;
  • Patient lifestyle and wellness awareness; and
  • Preventative and healthy activities and habits.

Clearly, these are important influences in the provider-patient partnership. And healthcare communications plays an important role in fostering the positive relationship and enhancing healthy outcomes. From a marketing perspective, it’s a slice of the ongoing challenge where “having a relevant brand means engaging consumers today for solutions they may need tomorrow.” The rise of empowered consumers… In reality, our nation’s healthcare delivery system is far more complex, and it’s constantly changing. Previously “passive patients” have become empowered consumers, due in large measure to the swing of the financial burden to their personal pocketbook. And, with that money-shift, consumers search for and expect greater value and quality of service, timely and convenient care, transparent information, and a positive (if not outstanding) patient experience. “The health care system in the United States is edging toward a recalibration,” according to a comprehensive article in Deloitte Review titled: Rising Consumerism: Winning the hearts and minds of health care consumers. Among the Deloitte observations: “Existing business models are being challenged to find and deliver new sources of value and to develop innovative approaches to make health care less complicated, and to improve outcomes:

  • “Health care is moving toward value, not volume, as a central organizing principle. That impacts how patients are cared for, how physicians and hospitals are paid, and how life sciences companies approach the market.
  • “Those paying the bills—employers, government, health plans, and increasingly, individuals—are looking for better value and better outcomes.
  • “Entrepreneurs, retail organizations, and communications and technology companies see opportunity in the large and growing health care market.

“Of essence to the health care industry is how to step up to a consumer-centric system. An active and engaged consumer is implicit at the core of the health industry of the future—a value- oriented market-like system. “As consumers begin to shoulder more of the financial burden of their health care, industry players must weigh up innovations and actions they can take to build lifelong connections with consumers.” Answering consumerism with value and convenience… The individual—healthcare’s customer/consumer—is increasingly cautious about how, when and where they pay for health and healthcare services for themselves and their family. The nation’s economic downturn (and slow recovery) has impacted discretionary spending and fueled their demand for quick, convenient alternatives to the classic “doctor-office appointment.” Healthcare providers, administrators and marketing professionals recognize that the retail world is learning healthcare faster than healthcare is learning retail. Savvy marketing and advertising messages now recognize that competition has shifted from “the colleague down the hall,” to the “retail store across the street.” Convenience has become the new currency. And for health systems and providers to capture a competitive position in the minds of consumers, convenience is a primary consideration. On the provider-side, this means assuring that the patient has easy and prompt access to care; that the deliverable received includes a strong sense of value; and that the clinical quality of care (which is difficult for the consumer to judge) matches the highest of standards. Reinventing healthcare delivery… The rise of consumerism in healthcare—meeting and exceeding patient expectations—is pervasive and has become a top imperative for healthcare marketing. Moreover, the old model of “passive patients” is fast disappearing. And future marketing plans—and ultimately, success in business—requires a re-engineering of the healthcare delivery system. It’s healthcare reinvented, with the patient/consumer now center-stage.

Sign Up For Daily Newsletter

Be keep up! Get the latest breaking news delivered straight to your inbox.
By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
Stewart Gandolf July 7, 2016
Share this Article
Facebook Twitter Copy Link Print
Share
Previous Article The Right Website To Help Your Medical Practice Soar
Next Article irish-hands.jpg Top Digital Marketing Stats Every Hospital Should Know About

Stay Connected

1.5k Followers Like
4.5k Followers Follow
2.8k Followers Pin
136k Subscribers Subscribe

Latest News

ABA therapist
Everything You Need to Know About Applied Behavior Analysis
Health January 26, 2023
Small Lifestyle Changes That Can Have A Big Impact On Your Well-Being
lifestyle Wellness January 26, 2023
The Future Of Medicine: How Immunotherapy Is Saving Lives
The Future Of Medicine: How Immunotherapy Is Saving Lives
Technology January 26, 2023
medical practice and technology advancement
6 Essential Strategies for Improving Your Medical Practice
Technology January 25, 2023

You Might also Like

healthcare video marketing
MarketingSocial Media

How to Maintain a Successful YouTube Channel as a Healthcare Organization: Advantages of Video Marketing for your Medical Practice

November 9, 2022
Electronic Health Records
BusinesseHealthHospital AdministrationMedical Records

Top Benefits of Electronic Health Records for Psychiatrists and Psychologists

August 15, 2022
tips to design a health app
eHealth

How To Improve Patient Access Metrics

April 5, 2022
social media addiction is harming teenage mental health
eHealthMental HealthSocial Media

5 Ways Social Media Affects Teen Mental Health

April 4, 2022
Follow US

© 2008-2023 HealthWorks Collective. All Rights Reserved.

Removed from reading list

Undo
Welcome Back!

Sign in to your account

Lost your password?