This document discusses how the healthcare system is shifting from a claims-centric model to a more patient-centric one. It notes that the aging population and increasing diversity are driving changes in healthcare. Currently, healthcare is ineffective and inefficient at influencing consumer behavior. However, applying traditional marketing approaches focused on research can help employers, insurers, pharmacies, and providers be more successful. The system is becoming more complex and segmented, requiring different approaches for different groups. A successful transition depends on empowering consumers with information and tools to take control of their healthcare.