Marketing health care in a time of uncertainty

The health care industry is changing, and nobody knows what the final results will be. Look at these factors to stay ahead of the game.

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Whether Obamacare is repealed, replaced or revised, it’s safe to assume any health care law will continue to advance two trends:

How do these trends affect health care marketing?

Patients’ growing financial responsibility for their care is going to require health care marketers to make a stronger case for value. If patients are responsible for 100 percent of their health care costs until reaching their deductible, they will likely be more careful when selecting a provider.

Physicians, urgent care centers and even hospitals should recognize the role of pricing strategy, price transparency and price sensitivity in how they market their services. Those of us in medical advertising will have to incorporate price and value into our messaging.

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