The document discusses the evolving role of marketers in the healthcare sector amid reforms, emphasizing a shift from a focus on treatment towards health promotion and value-based care. It highlights the necessity for healthcare professionals to adapt strategies, build brand equity, and engage communities as advocates for wellness. The transition requires careful management and proactive leadership to navigate the changing landscape.

1. The Marketer’s
Changing Role Under
Healthcare Reform

2. SCOTT MOSLEY
VICE PRESIDENT OF STRATEGY
TEN ADAMS
PRESENTER INTRODUCTION

4. HEALTHCARE REALITIES
Annual
Cost Increases
! Hospital costs
up 9.2%
! Physician costs
up 5.5%
! Drug costs
up 3.4%

6. WIN-WIN-WIN PROPOSITION

7. CHANGING THE CORE VALUE PROPOSITION
Old Focus
Treatment and Intervention
Specialists and Technology
Clinical Intervention
Relationship/Experience
State of Health and Wellness
New Focus
Health Promotion and Status
State of Health and Wellness
Relationship/Experience
Clinical Intervention
Specialists and Technology

8. CHANGING THE CORE VALUE PROPOSITION
Past Reform Efforts
Universal Coverage + Access to Care
Not the Real Goals
Current Reform Efforts
Efficient Delivery of Effective Care
Ever-Changing Needs of Population At-Risk
Fundamental Structure vs. Incremental Improvements
Value = Maximizing Health / Unit of Care

9. CHANGING THE FUNDAMENTAL STRUCTURE
Michael Porter
Harvard Professor
Author

10. DEFINING SUCCESS

11. VALUE-BASED HEALTHCARE
Guiding Principles
! Managing Value vs. Costs = Better Health Outcome
! Value is Tied to Medical Condition Over a Full Cycle of Care

13. Prevention
Diagnosis
Treatment
Disease Management

14. “This will ultimately require a realignment
of strategies, organizational structures
and operating practices.”
Michael Porter

22. BUILD BRAND EQUITY

24. ! Understand Marketing
! Leverage Their Voices as Advocates
! Acknowledge New Roles
! Shifting Balance of Power + Influence
! Champions of Health + Wellness
! New Ways of Care Delivery

25. FOCUS ON RELATIONSHIP-BUILDING

26. ENGAGE YOUR COMMUNITIES

27. ! Marketing Professionals
! Essence of Our Business
! Community + Consumer Advocates
! Professional Partnerships
! Relevance
FOCUSED ATTENTIVENESS

28. ! Self-Image as Professionals
! Proactive Leadership
! Context of Changing Environment
! Basis of Value
! Building Brand Equity
EARN YOUR SEAT AT THE TABLE

29. Dr. Diane Shannon
Primary Care Physician, Author + Consultant
“Change is coming. The transition will
be a challenging one, and careful pacing
of the shift will certainly make the
difference between success and failure.
For anyone invested in the healthcare
system, the time to act is now.”
SUCCESS OR FAILURE

33. SCOTT MOSLEY
VICE PRESIDENT OF STRATEGY
812.253.6321
smosley@tenadams.com
@TenAdams | tenadams.com