Becoming customer-driven: one health system's story

Market research was done by Crozer-Keystone Health System to better understand the new health care consumer. The information will assist in developing, promoting, and delivering products and services of maximum value to current and prospective consumers. The system is responding by bundling and delivering products and services around consumer-based dimensions, developing new and better ways to improve customer convenience, access, and service. Operationalizing these initiatives for change involves building an information infrastructure of extensive content and customer databases, using new technologies to customize communications and ultimately service components.