Prescribing content: U.S. health care industry gets a dose of digital

As U.S. health care reforms take effect, startups, hospitals, and insurance companies are looking to content for everything from brand promotion to illness prevention.

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Tecco, a 29-year-old business innovator, is talking about Rock Health, the health care technology startup accelerator she built three years ago while studying at Harvard. (It also happens to be the biggest and oldest of its kind.)

She speaks apologetically about numbers that to others would be enough to bust out the bubbly from the office fridge, but she’s a pioneer in an emerging sector and the stakes are high.

Tecco wants to establish the first big health care brand, the Apple or Google of health care. What that company will look like and how it will get there are another story.

It’s also a complicated story, but one that content marketers and creators should be paying close attention to, if they aren’t already. The abridged version goes something like this: Legislative reforms that encourage preventive health care, combined with a rapidly growing health care information technology sector, are forcing what was once a largely B2B industry to morph into a customer-facing one.

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