The healthcare industry is changing rapidly as its consumers begin to demand more of the organizations from whom they receive care and insurance. Not only are healthcare consumers sharing more financial risk for the insurance and care they receive, but they are increasingly purchasing insurance outside of group contracts via exchanges or Medicare and Medicaid programs.

In 2015, we saw the first big signal that the health insurance industry is pivoting from B2B to B2C-whether they’re ready or not-as the percent of business served by group contracts dropped to 48%. Providers and payers continue to struggle to understand what engages the healthcare consumer. As they seek to win, serve and retain these customers, they will need the tools, people, and culture to crack that code and master patient and consumer engagement.

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