Healthcare in a retail-oriented marketplace

Ann Marie Gothard

Journal of Brand Strategy, 2016, vol. 5, issue 1, 72-82

Abstract: In 2010, the Patient Protection and Affordable Care Act (ACA), the healthcare reform law, changed how the healthcare system works — and the way health insurance carriers conduct business. Across the United States, at both the national and regional levels, health plans shifted their business model from a business-to-business focus to a consumer-centric approach and pursued a transformative vision centred on re-launching their brand and building digital, mobile, marketing analytics, customer insights and customer experience capabilities. New York-based EmblemHealth was no exception. The company made a lot of changes to adapt to the law, ranging from differentiating the health plan in the marketplace to building customer loyalty to creating health and wellness programmes that deliver quality and value while leveraging its unique strength as a local insurer. Since the ACA has a ten-year implementation period, many changes are yet to come. As new rules arise, EmblemHealth continues to adapt to and thrive in the new, increasingly dynamic and consumer-oriented retail marketplace.

Keywords: brand communications; brand advertising; healthcare reform; ObamaCare; customer experience; consumer segmentation; healthcare consumer (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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