What the DTC movement means to health care.

The direct-to-consumer (DTC) movement is gaining momentum as the health care industry becomes more consumer driven and the ability to target narrow population segments is better refined. To fully benefit from DTC marketing, health care marketers must modify their methodologies and recognize the promise represented by 280 million potential customers. This radical approach requires throwing out some preconceived ideas about marketing and learning to treat health care consumers as individuals with unique lifestyle traits.