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White Paper: The consumer is the new payer in healthcare

At a time when engaging the healthcare consumer has never been more encouraged and incentivized, healthcare organizations are increasingly failing to meet the rising expectations placed upon them by those they serve. Why do healthcare brands struggle to connect with healthcare consumers? The answers are elusive, but the need to more deeply study consumer perception is evident. To that end, NRC Health embarked on a cross-country study to determine what drives consumer behavior—specifically awareness, selection, and loyalty—and how healthcare brands can better engage and influence consumers. Since consumers are the fastest-growing payer of healthcare services in the US, the study will be referred to as “The New Payer” from here on out.

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