Healthcare Open Enrollment Means Marketers Ask: Whose Patient Are You, Really?
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It’s Open Enrollment season in health care. Marketers at physician groups, hospitals, and health plans compete for attention and selection because the choices made now will drive patient traffic and revenue potential over the coming year. These high-profile marketing campaigns tend to overshadow a new wrinkle that adds complexity behind the scenes — patient attribution.
Patient attribution is rising in importance as part of the overall shift toward Accountable Care Organizations (ACOs), value-based care, population health, and social determinents of health.