The reality of the changing landscape requires that healthcare providers pay greater attention to the patient as a descison maker and customer. As Medicare and Medicaid continue to tighten reimbursement hospital providers will face increased competition for patients with commercial and third party coverage. As the patients with third party coverage are asked to pay larger amounts for their care through deductibles, co-pays and premiums and are continued to be bombarded with direct advertising for medical services (e.g., devices, pharmaceuticals) they will activated to take a larger role in directing the delivery of their care. Sucessful organizations will need to adapt their strategies and tactics to retain and grow the market share of these more profitable customers.
Customer Segmentation
Retail Tactics
Photo: CDC/ Barbara Jenkins, NIOSH
http://harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=F0712A
http://www.mckinseyquarterly.com/A_better_hospital_experience_2081_abstract
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