CIN Partners Share: Marketing Makeover — Patient and Member Engagement Post-ACA
January 5, 2016
The Affordable Care Act (ACA) has changed the landscape of health care marketing in California. This is true for providers and health plans on both the commercial and the safety-net sides of the delivery system. Safety-net providers are focused on patient retention, as most patients now have more choice about where to go for care than before the ACA. For commercial groups and health plans, the large numbers of new Medi-Cal beneficiaries is changing the messages and the goals of their marketing efforts.
In the November 2015 meeting of the California Improvement Network, partner organizations discussed the science of marketing in this business environment. They concluded that for success, there has to be good patient experience and quality to support any marketing. You can’t promote what you don’t have.