New Market Entrants are Coming. Is Healthcare Ready? Based on a webinar featuring Persado and Akash Trivedi, Digital Health + Patient Experience + Life Science R&D Consultant The consumer now holds the power when it comes to their healthcare. Gone are the days when the relationship with the family doctor spanned generations, and patients were passively directed by their physicians. Consumers’ demand for choice has opened the door for the entrance of new and non-traditional healthcare players, and they are empowered to make decisions based on factors that ironically have not been seen as competitive in healthcare: convenience, cost and experience. With these changes, traditional healthcare systems need to start asking, how can they provide customers what they want, instead of guessing what

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