2019 forecast: A bigger year for consumers and online healthcare

The smartphone has paved the way for direct-to-consumer (DTC) marketing, driving refinements in marketing tools and redefining consumer expectations. Consumers increasingly value experience over product, and have come to expect personalized, targeted experiences radically shifting the focus of the business marketplace. The healthcare landscape is no exception to this shift: it is increasingly driven by the needs and desires of patients Thanks to the rise of high-deductible health plans and premiums, patients are shouldering a greater portion of healthcare costs than ever before. This increase has positioned patients as consumers at the center of operational changes across the healthcare marketplace. First of all, health tools are not about "cutting out the middle man"--instead they are about reinforcing and improving the relationship between patient and provider that is fundamental to care.