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Why is consumer centricity the secret to healthcare transformation?
This article for healthcare professionals explores how putting consumers first will break down traditional health system barriers for a novel, whole-person approach that will reshape patient, provider and health plan experiences. In fact, this era of the healthcare consumer has already begun, spurred by the expansion of the healthcare rolls with healthcare reform.
The authors explore critical areas of change—including how the healthcare industry is using retail sector insights, creating new consumer-based incentives and delivering personalized medicine for the masses. As consumer-centered trends like these take shape, the healthcare system will no longer be about two mutually-exclusive worlds—one of “being sick” and the other of “being well.”
Health plans are using retail-inspired customer segmentation practices. This way, they develop psychographic consumer profiles around health behaviors and preferences to engage people and build tailored products that create consumer intimacy and lifetime loyalty.
Packaged customer relationship management tools are driving new relationship building tactics and touchpoints between health plans and consumers. Health plans are selling individualized plans in storefronts with face-to-face interactions and wellness activities. Others are investing in branding campaigns to become more relevant to consumers.
The healthcare industry is resetting around pay-for-performance models that value clinical quality over quantity. While there has been much discussion around the role of provider incentives, the debate often loses sight of a key stakeholder group—patients. Consumer engagement is critical to the long-term success of pay-for-performance models.
That is why companies like RedBrick Health are developing innovative solutions to reward consumers by tying healthy behaviors to financial incentives that have a meaningful and direct impact on out-of-pocket health insurance expenses.
November 11, 2011
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