US consumers are taking an increasingly active role in their health, seeking information from a variety of sources and considering new engagement models. As this trend continues, healthcare organizations must recognize that many of the assumptions that they have made about healthcare consumers no longer hold true. Addressing these changed expectations and interests can unlock substantial opportunity to engage consumers across their healthcare journeys more effectively and improve business results. It’s not a simple challenge though.
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Source: https://www.mckinsey.com/industries/healthcare/our-insights/engaging-the-evolving-us-healthcare-consumer-and-improving-business-performance