The new paradigm in communications has once again recognized the humanity, or more importantly the individuality, of the consumer and seeks to understand how to engage with these individuals.
The challenge has shifted away from the question of "how do we get the consumer to act?" towards a far more relevant question to the health industry of "how do we build a relationship with the consumer?"
The past few years have seen huge efforts made in better understanding consumer engagement and some amazing technologies are emerging to support personalization and to support improved engagement.
Patient and consumer truly have become synonymous, not because we are dehumanizing patients, but because they [marketers] have finally seen the wisdom of humanizing consumers.