Medical Marketing & Media | Lindsay Resnick
Healthcare
has become an amalgam of medical, financial and lifestyle transactions.
As
patients, consumers face tough decisions as healthcare morphs into a
retail-based direct marketplace. Navigating the complexities of both how, when
and where medical care is delivered and drugs are prescribed is difficult.
Combine this with the mind-numbing array of insurance benefit choices and it's
no wonder that many Americans say healthcare is so complicated they don't know
what's covered, what it will cost or where is the best place to go to get it.
Inside
healthcare's vast ecosystem—where payers offer benefits, providers deliver care
and drug companies market therapies—each of those three faces a similar
challenge: educating, motivating and engaging consumers to take a more active
role in their health. One approach gaining traction is strengthening the bond
between the chief medical officer and chief marketing officer. We call this
CMO², an approach for clinical direct marketing.