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Nielsen TV: How Consumer Demands are Changing Health Care in the U.S.
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Nielsen TV: How Consumer Demands are Changing Health Care in the U.S.

Between an aging Boomer population and regulatory changing, health care is at the forefront of many American’s minds. And while employers have historically been the primary decision makers for health care coverage, consumers are now taking more active roles—from choosing providers to the kinds of insurance and care they get. As Jason Green, Principal at The Cambridge Group, explains, this increasing “consumerization” of health care means that consumer demand will likely drive health care options going forward.

But not all consumers are the same. Some are very proactive about being healthy and leading active lifestyles, whereas others aren’t as motivated to make changes that will benefit their health. So understanding different consumer demands based on their attitudes and different conditions can help insurance providers and caregivers meet the needs of different consumers.

But how can the health care industry learn about such disparate groups? Big data can provide analyses for greater impact. However, the numbers aren’t very useful on their own: big data’s opportunities lie with what you do with data and the insights they provide.