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The healthcare and consumer
industries are in the midst of fundamental change. As the healthcare
industry places greater financial responsibility and decision making
in the hands of patients, they are responding by being increasingly
assertive and proactive about their health. Meanwhile, these very same
patients are being targeted by consumer product companies that are increasingly
marketing the “healthy” attributes of their products. Finally, these
patients/consumers have ever-growing access to “infomediaries” that
help them not only understand, but also direct their healthcare dollar.
In the context of all this change, all industry participants need to
understand how to better compete in a consumer driven healthcare environment.
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