Growing Focus on Outpatient Care Means Shifting Dynamics for Health Care Organizations
The business of medical care has been rapidly changing in recent years, becoming much more focused on outpatient care. Marketers have an increasingly important role helping their health care organizations navigate the shifting dynamics as they align more closely with physician groups to better meet patient needs in new and different ways.
“We are seeing significantly more physician aggregation, which is the movement of physicians from independent practices into other arrangements. This has been a growing trend recently as care continues to move from inpatient to outpatient settings,” says Amir Dan Rubin, president and CEO of One Medical, a national modernized primary care model that combines the latest in digital health technologies with inviting offices and a salaried medical group to deliver highest levels of service, engagement, and outcomes.“For marketers, this shift of physicians moving from small private practices to aggregated models means learning a new language, as health systems find creative ways to organize medical systems in new configurations,” he says. These new models can be arranged with patients at the center of the equation, so their needs can be better met in a number of ways.
Those systems that don’t keep pace with evolving market forces run the very real risk of being left behind, according to Rubin. He says there has been an increase in relationships between health systems and partners such as One Medical. A key component of One Medical’s model is to partner with health systems across the country to enable them to increase their connectivity with consumers and employers.
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