Wanted: Marketers for healthcare reform

Payor and supplier marketing

The addition of government exchanges that now provide health care services encourages health insurance providers to market their services, benefits and prices to retain existing payers and attract new ones. In addition, insurance providers will need to determine how they can effectively improve services while minimizing their costs. Marketers will have a key role to play in tailoring payers to individual plans, while supporting healthcare providers with information on PPACA’s unfolding components.

employee Engagement

An important component of the new health policy is a new emphasis on prevention. This new environment provides incentives for employers to provide healthcare to their employees and an increase in wellness programming to help employees stay well-informed. Marketers can help by deciding which healthcare, delivery, and design of services are most likely to impact enrollment, engagement, and lifestyle adoption. Program evaluation and evaluation will also be needed.

New market / product development

The emphasis on prevention in the plan will require new markets to emerge in the wellness market. One such area is acupuncture, which in 2014 could be recognized as a treatment option covered by Medicare. Innovation in payments and delivery of services to create efficiency at reduced costs will be an ongoing need. There will be a proliferation of companies offering medical and biotech solutions. These new markets and new products require market research, assessment, communication development, marketing and evaluation.

Assessment and analysis

PPACA was created to provide access to more people as well as make healthcare more cost effective. It is important to measure utilization, efficiency and delivery of care. Healthcare professionals will be encouraged to work together to provide integrated care, which is expected to lead to cost savings and efficiency. In addition, treatment will be designed and measured to affect outcomes in the pursuit of a healthier America.

Professional experts / advice

Marketers will have the opportunity to use their experiences by working with local municipalities, government departments, hospital systems, providers and health care providers. In addition, government agencies such as the Center for Medicare and Medicaid and the Department of Health and Human Services, which are mainly responsible for the implementation of PPACA, will have a large number of marketing needs and will require support to guide and help implement the shift from being exclusively a service provider or payer for an assessment of value and results. Implementing knowledge on how PPACA affects businesses from small to large will be an ongoing one that requires audience-focused communication strategy and outreach. Finally, the rise of digital and technological solutions such as electronic medical records will require education and consulting resources to increase as more healthcare providers convert to digital opportunities.

In conclusion, this was not meant as an exhaustive list, but it was developed to illustrate that what you may be doing right now will be very necessary to meet the PPACA requirements.