As consumers bear greater responsibility for health care expenses, they are increasingly becoming active shoppers for health care services, comparing price, convenience and quality. In this environment, hospital will need a deeper understanding of the consumers they serve, along with services designed to meet their varied needs and expectations. Using examples from within and beyond health care, this webinar will explain the organizational capabilities for becoming consumer-centric, the consumer’s path to purchase, how to generate consumer insights and how to translate consumer insight into successful services.