Consumerism is a buzzword in healthcare. Consumers expect personalized healthcare journeys, a standard consistent with their interactions in other industries. The opportunity to build consumer-focused approaches to healthcare has emboldened disruptors, investors, and innovative incumbents alike. A consumerism strategy embraces the concepts of convenience, access, and transparency. Digital tools and technologies are an important accelerant in the move to healthcare consumerism; leveraging data to create value from the customer’s perspective is another critical component.
In the face of increasing competition, regulatory challenges, and cost pressures, healthcare must work to engage and empower the consumer. CEOs must initiate and champion the shift to consumerism in their own organizations. The barriers to organizational transformation in this regard are similar to those associated with any other enterprise change initiative; addressing people, processes, and culture is essential to laying the groundwork for innovation. Healthcare consumers see impressive technological solutions, and they understand that these new technologies can improve both their medical experiences and their overall health.
Edmondo Robinson, MD, is chief transformation officer at Christiana Care Health System in Wilmington, Delaware.
The author declares no conflicts of interest.