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Reform spurs changes in health marketing

After months of intense public debate, healthcare reform is now the law of the land, meaning millions of US consumers will be required to obtain health insurance by 2014. For health marketers, including insurance firms, pharmaceutical companies and some doctors, the fact that 30 million-plus consumers will need insurance, and therefore more healthcare products and services, is in some ways a boon. However, it will force changes in how they market to consumers.