Branding

‘Tis the Season … for Term Letters in Healthcare

Headshot of Michael Crawford
By Michael Crawford

Nothing says “happy holidays” like a year-end termination notice. It’s not unusual for healthcare organizations engaged in contract negotiations to send term letters to patients in mid-November. The notices fulfill contractual and regulatory obligations to provide advance notice to patients while also ratcheting up the pressure to reach agreement before a January 1 effective date.

This would cause headaches for marketing and communication professionals under the best of circumstances, but it’s particularly awkward this time of year because it overlaps open enrollment for commercial, Medicare Advantage and Exchange members.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

Recommended articles