In this one-day masterclass workshop, Dr Maria Todd explains the myths and realities of healthcare consumerism in a "rubber-meets-the-road" training course designed for hospitals and health systems. For hospitals interested in attracting local and regional consumers, Dr Todd explains how to create and implement new strategies for consumerism in healthcare. There’s lots more to consumerism that redefining patient financial communications. You won’t need to worry about increasing collections and improving financial communications if the consumers don’t buy what your selling. And you won’t have to worry about technology integrations if the appointment book is blank. Learn what it takes to get them to choose you and become brand loyal customers. Then you can address billing and collections and advances in medical technologies and wearables. Otherwise, you may be preparing your Warn Act compliance notices instead.

1. Speaker: Maria K Todd, MHA PhD
Event Type: Interactive 1-day Workshop
CONSUMERISM IN HEALTHCARE
Aligning your brand to consumer preferences
Healthcare Consumerism is about transforming an employer’s health benefit plan into one that puts decisions and
purchasing power in the hands of the plan’s participants. Is your hospital or health system ready to pivot and focus on
consumer preferences? How will you adapt your contracting strategy when the purported value of the contracts has been
steerage for the past 40 years and patients are now meant to steer themselves?
In this one-day Masterclass with Maria Todd, she shares ways you can refine brand offers, image and messaging to connect
with patients and their employers so that they choose you and remain loyal to your brand. That’s no easy task after focusing
on pleasing HMOs and PPOs for the past four decades.
Dr Todd addresses the following, inter alia:
• Who is your target audience now? The employer payer? Their PPO? Or the consumer? All of the above?
• Brand messaging - what are you promising and how does it benefit your targeted consumer?
• How to differentiate your brand so you don’t end up the lowest price “me too” commodity seller?
• Should you give PPOs and HMOs steerage discounts if patients steer themselves in consumerism?
• Understand what consumers care about when shopping healthcare - and what they could care less about
• How consumers make buying decisions and how you can help them choose you
• What to say and how to say it when creating marketing and advertising brand messaging for consumers?
• Direct-to-consumer discounts and incentives in the face of Most Favored Nation contract provisions
• Doing business with consumers in healthcare sharing plans - should you play along? What’s the risk?
• How to partner with employers to stretch HRA allowances and HSA account balances for their employees
• Innovative wellness products
• Does a consumer care about HCAHPS and Accreditation? Are you sure? How much will you risk on a bet
• Does social media factor in? How to leverage social media and Internet marketing to your advantage
For hospitals interested in attracting local and regional consumers, Dr Todd explains how to create and implement new
strategiesforconsumerisminhealthcare.There’slotsmoretoconsumerismthatredefiningpatientfinancialcommunications.
You won’t need to worry about increasing collections and improving financial communications if the consumers don’t buy
what your selling. And you won’t have to worry about technology integrations if the appointment book is blank.
Learn what it takes to get them to choose you and become brand loyal customers. Then you can address billing and collections
and advances in medical technologies and wearables. Otherwise, you may be preparing your Warn Act compliance notices
instead.
Dr Todd shares and compares her perspective and experience across geographies - USA, UK, Asia, Latin America, the
Middle East and Europe - and uses real life case studies to provide practical, pragmatic insights. Several useful course
supplemental materials to help with consumer personna development and messaging are provided at no additional charge.