Trends point to an increasingly consumer-driven model for healthcare. Employers are using high deductible health plans, co-pays, and wellness incentives to give employees “skin in the game.” Partly as a result, an increasingly educated and information-oriented population expects and is receiving in-depth safety and quality data. Against this backdrop, growing competition between hospitals is causing providers to take a more creative approach to marketing, including targeting consumers -- who are directly feeling more of the burden of healthcare costs. Increasingly, consumers will be in the healthcare driver’s seat. Kim will walk through the characteristics of a consumer-driven model for healthcare, retail strategy, and its implications.