Standing out in the era of value-based healthcare marketing
The era of value-based marketing has begun. With healthcare evolving from a fee-for-service system toward one that bases payment on outcomes, marketers must speak to customers in value-oriented messages. There are many paths to defining value in marketing, and an eclectic cast of characters, from pharma companies to nontraditional players, is vying to stand out in the crowded media landscape. Discussing solutions to the industry's value-based marketing challenge was the focus of an exclusive panel hosted by Deloitte Digital at the company's new downtown Manhattan offices on March 20.