20 HEALTH • November 30, 2015
T
he Affordable Care Act (ACA) has spurred the rise of direct-to-patient (D2P) market-
ing as a result of the purchasing power granted to individuals in the form of health
insurance subsidies. But it's an evolving concept. In the ACA's third year, news reports
have emerged of consumers encountering difficulty fulfilling the high deductibles that
made their lower premiums possible.
Health care companies refocus web, marketing
outreach on consumers\\ By Christina P. O'Neill
HOW TO REACH
THE PATIENT
DREAMSTIME.COM
