The Revolution Has Not Been Televised

Why the health care revolution has not taken root.

The past five/ten years saw the uprising of a number of "revolutionary" health care organizations.

They take a number of forms. Most are entrepreneurial ventures of health care veterans providing more customized ways to purchase services. Equally driven by idealism and opportunism, these pioneers all seem to agree --- consumers can be elevated to a position of volition and power.

A lot of these organizations have struggled. Many have failed, or changed forms. Why?

Revolution comes from the ground up, from people. It's hard to sustain a movement conceived top-down in a conference room instead of a break room. People like you and me have tried to create a revolution out of a marketing agenda.

"The people" simply haven't followed, whether it's consumers themselves, or the providers who have to participate in a new form of business to get on board. What's missing?

Two things: 1) Grass-roots organizing and 2) Effective advertising.

The advertising part is simple...

First, we can strike all health care clichés from the images and messaging used to talk about health.

Second, we can stop talking about health.

We can start talking about life, love, lovemaking, freedom and all the other emotional causes that drive people to reconsider their health. Versus talking about cholesterol and colonoscopies.

As for grassroots organizing, it's vital, but more complicated.

First, we have to reconfigure our attitude, from a top-down approach (I concoct a marketing agenda and push messages at consumers) to a democratic one (I listen to what consumers are saying and help them talk about me).

How are we letting what consumers want change our agenda? How are we communicating those positive changes back to consumers?

An alleged downturn is a great time to start formulating an attitudinal shift. It takes little money. It takes lots of inventiveness, which thrives in tough times.

Revolutions also thrive in tough times.

People are now assembling on their own to figure out their personal health care messes. Will you be tapped to join the conversation?