Commentary: Let’s get original in helping customers make healthcare choices

Modern Healthcare

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Here’s a statement that wasn’t true 10 or even five years ago: Consumer choice is driving healthcare transformation. As the expectations and experiences influencing choice change, healthcare must evolve to meet consumers when, where and how they are making those choices. This comes as no surprise to us in marketing and brand experience—we see it every day, in every interaction. It’s happened in all other sectors of our economy, and now consumerism is dramatically changing the healthcare landscape and expectations.