How To Sell Healthcare Consumerism

Employers and health plans pushing healthcare consumerism expect that involving individual consumers in healthcare decisions will result in healthier members and reduced costs. But consumer-driven products, including high-deductible health plans and health savings accounts (HSAs), demand a major shift in how consumers think about and engage with their healthcare — a shift that makes many consumers uncomfortable and their employers wary. Selling across the marketing continuum is crucial to assuaging the fears of hesitant employers and increasing consumer-driven health plan (CDHP) adoption among uncertain consumers.