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Consumer-driven plans create marketing opportunities for healthcare facilities

The consumer-driven healthcare movement and the rising number of health savings accounts (HSA) are resulting in a new patient-provider relationship that requires hospitals to craft a system for managing the emerging trend. With the consumer in the driver's seat, pro-viders should learn to face the fact that patients won't want to visit the physician's office unless it's absolutely necessary, said Max Reiboldt, managing partner and CEO of Alpharetta, GA-based The Coker Group. Reiboldt spoke during an HCPro audioconference about the effect of consumer-driven care on healthcare providers.