X-ray Vision: The Push for Transparency in Health Care Costs Prompts Providers to Recalibrate Marketplace Positioning

Lauren Drell
Marketing Health Services e-newsletter
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Key Takeaways
  • Until recently, patients were kept in the dark about the actual costs of their health care. 
  • Transparency provides patients with the ability to view medical provider information under a microscope, helping them make better and more informed decisions on costs and quality of medical services.
  • Transparency presents bigger opportunities in marketing not only for health care providers, but for insurance companies and even mega warehouse retail outlets when it comes to prescription pricing.

​Have you heard the one about the man shopping around for a knee replacement?

Well, chances are you didn’t hear about it in the form of a joke, but rather as a realistic example of what it’s like for patients to navigate the ever-evolving world of health services and medical procedures.

There’s a great deal of buzz surrounding transparency in health care: It provides patients with the ability to view medical provider information under a microscope, helping them make better and more informed decisions on costs and quality of medical services. Ultimately, this allows them to obtain better care, while giving health services marketers a whole host of new opportunities to help consumers make these choices. With transparency becoming the rule rather than the exception and all of the new data and tools populating the marketplace, should marketers jump on board this vastly changing landscape now, or wait till the fray subsides?​​​​​​​​

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Author Bio:

 
Lauren Drell
Lauren ​Drell is a staff writer for the AMA's magazines and e-newsletter. E-mail her at ldrell@ama.org.