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Black Friday sale at your local hospital: Why health systems must accelerate the development of consumer strategies

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This paper examines the impact of high-deductible health plans on the healthcare marketplace and explores the evolution of patients into consumers. The authors sample some of the entry-level strategies health systems have employed to attract consumers, then highlight the importance of pricing in the next generation of strategies yet to be widely developed. The paper also draws comparisons to other industries that have been led by market forces to adopt more consumer-oriented business strategies, including commercial airlines. The authors conclude by highlighting several opportunities for health systems to become more consumer friendly, and they offer ideas for consideration.
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Keywords: brand; consumer; high-deductible health plans; pricing; retail; value

Document Type: Research Article

Publication date: March 1, 2016

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  • Management in Healthcare is the major new professional journal publishing in-depth, peer-reviewed articles and case studies on leadership, administration and management in healthcare. Content will be written by and for healthcare management professionals and researchers with no advertising or sales pitches.

    Each quarterly 100-page issue – published in print and online – will feature detailed, practical articles on key business issues which cut through the deluge of information facing healthcare management professionals to showcase the latest thought leadership in how to deliver more with less resources while at the same time improving healthcare quality, along with actionable advice and ‘lessons learned’ from fellow healthcare managers to put that strategy into practice. It will not publish advertising but rather detailed analysis of new thinking and practice at a wide range of healthcare providers worldwide for readers to benchmark their organization against, with every article being peer-reviewed by an expert Editorial Board to ensure that it focuses on the healthcare manager’s perspective, the challenges they face and how they can tackle them.

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