Disruption and Innovation in the Healthcare Market

Increasingly, healthcare can now be delivered more cost-effectively in retail pharmacy/ambulatory settings, via phone apps, and at home through remote monitoring, as a result of partnerships with nontraditional players such as big technology developers and online retailers. Compounding the transformation of where healthcare is delivered is the rise in new types of treatments, from medical cannabis to “digiceuticals,” or digital health solutions. This course examines what has and has not worked for the many new entrants to the healthcare ecosystem, and more importantly, why. Analyze the confluence of different market, attitudinal, and behavioral dynamics fueling the disruption underway in the healthcare ecosystem. Also, gain an understanding of what the marketing and communication implications are of these new business models and offerings, and how to translate them into sustainable strategies and tactics that create value for all stakeholders along the patient journey.

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