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Impact of Health Consumerism
The Dawn of CDHC, Health Consumerism and Relationship Marketing
Consumer-Directed Health Care (CDHC) is a fast-evolving market environment
that encourages consumer awareness, informed choice and decision-making based on open, transparent and credible
health information. This information includes availability, relevance, quality and pricing of healthcare services,
providers and funding options. This new approach empowers consumers to take greater control of, and derive greater
satisfaction from, their overall healthcare experience. Providers of consumer driven healthcare solution offerings are
expected to employ many of the marketing strategies and techniques which have been employed successfully by other industries
including the release the information relevant to facilitating consumer choice.
√ New Communication “Touch Points” Are Being Created with Consumers/Patients
| Offer New Solutions & Health
Choices | Patient Adherence, Compliance Reminders | Brand Loyalty Membership
Programs & Incentives | Provide Health Information & Education | Risk Assessment & Wellness Programs | Employers | √ | √ | √ | √ | √ | Payers | √ | √ | √ | √ | √ | Providers | √ | √ | √ | √ | √ | Pharma | √ | √ | √ | √ | √ |
√ New Entrepreneurial Business Opportunities
Are Being Created Web-based medical
information and health transaction portals Direct-to-Consumer
brand loyalty programs for products and services Web
e-Commerce sites offering direct purchase of health-related products and services Community-based patient & disease-specific portals Banks and financial institutions Resource
providers of ratings of health products/services Retail-based
health outlets providing convenience-oriented services such as concierge services Suppliers of health information content Personal
health risk assessment services Health coaching
and preventative health services Health, fitness
and wellness program providers including opt-in membership
√ Other Trends
Impacting How Health Services are Being Delivered Greater personal awareness of health concerns and care/treatment
options Increasing costs of health care and issue of large uninsured patient population Rise of proactive (preventative measures) vs.
reactive health care Greater interest on personal risk assessment and customized care Increased availability of, and access to, consumer
health information Increased ability to evaluate medical options and standards of care Greater patient access and transparency of personal health
records Increasing choices being offered to consumers to enable comparison shopping Improved convenience of locally based services
to better serve and satisfy customer needs Rise of DTC brand awareness programs and advertising Expansion of patient compliance, education and
wellness programs
Directed Health Will Help You
Navigate Through a Changing Business Landscape to Develop Effective:
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