There is still much we do not know about the effect of health reform, the whole picture will play out over the next couple years. But one thing seems certain: marketing will have a huge role in financial sustainability.
Here is the shortest explanation:
Payers, employers, the government will assign patients to health care organizations. Then health care organizations will assume the risk for the health and wellness of the assigned population.
Now hospitals and practices get paid more based on episodes of care: so the marketing mission is to drive high-contribution services.
But in the future they will make money by keeping the population healthy and out of the hospital. The more money saved in the delivery of health care, the better for everybody.
What can marketing do to keep a population healthy and out of the hospital?
The key to a healthy population is Wellness & Advocacy education. Teaching and inspiring consumers how to be more proactively responsible for their own health and wellness. In marketing, we call that behavioral change marketing. Most of that behavioral change marketing is centered around wellness, early detection, and prevention behaviors.
The beauty is behavioral change marketing actually works. If fact, not only does it make the whole population healthier, but it is also extremely effective in finding asymptomatic patients in undetected urgent situations - it saves lives. Saving lives and making money – how great is that!
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