Essay on Health Care Consumerism: New Marketing Trend

847 Words 4 Pages
The number of Americans who has health insurance has been declining over the years and the cost of health care has dramatically been on the rise. Most people did not fully understand their coverage and the health system did not give enough choices; instead, employers and providers had full control over plans, cost, preferences, and many other options. While the cost was on the rise, quality of service was either the same or declining. All these factors plus many others have made it imminent for the health care system, especially health care marketing, to evolve to the new trend of health care consumerism. So, what is health care consumerism and what good does it do? Leading factors
Health care consumerism is a new step forward towards
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The number of Americans who has health insurance has been declining over the years and the cost of health care has dramatically been on the rise. Most people did not fully understand their coverage and the health system did not give enough choices; instead, employers and providers had full control over plans, cost, preferences, and many other options. While the cost was on the rise, quality of service was either the same or declining. All these factors plus many others have made it imminent for the health care system, especially health care marketing, to evolve to the new trend of health care consumerism. So, what is health care consumerism and what good does it do? Leading factors
Health care consumerism is a new step forward towards meeting consumers’ demand in the continuously evolving health system. According to Winans and Kasubski (2011), this is due mainly to changes in legislation and regulations, patients’ capabilities, and the increasing education and general health awareness within the community. Similarly, according to Hone (2007), four main factors have led to the emergence of health care consumerism. First, the success of direct-to-consumer (DTC) pharmaceutical marketing model that, undoubtedly, got patients involved in their health decision-making by demanding specific medications. Evidently, that opened the door for new patients’ awareness that has evolved into today’s era. Second, the unprecedented easy access to information not only through traditional
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