The Affordable Care Act is the most significant piece of legislation that will impact the delivery of healthcare since Medicare and Medicaid. While the ACA’s new enrollments progress is far off from their projected path, providers and state agencies continue to aggressively implement new communications campaigns. Yet, the public remains confused about ACA. A recent Wall Street Journal/NBC News poll found that a large number of respondents, 70%, didn’t understand ACA or only understood a portion of it. There remains a big opportunity for Pharmas, hospital groups, insurers, medical device companies, and healthcare agencies to educate patients, caregivers, and healthcare professionals while preparing the public to take increased responsibility in their own personal health management.
The seismic shift from product-focused to patient-focused communications and the rapidly evolving technology landscape including social, mobile, and digital technologies continues to accelerate the pace of change for healthcare communications. Big data is being used by the most innovative organizations to understand, target, and personalize communications with their audiences. The FDA is expected to issue its long-awaited “social media rules” in mid-2014. However, most industry analysts project the FDA will simply add some more detail to the communications rules already in place, rather than launch a major policy shift. In the interim, the industry needs to forge ahead with digital channels to achieve communications objectives.
Our industry thought leaders will discuss both strategies and tactics for communicating in this fast changing environment. We will answer the following questions:
ATTENDEE PROFILE 175 senior marketing and communications leaders from Pharmas, Hospital Groups, Managed Care Providers, Medical Device Companies, and Healthcare Agencies.