By Monica E. Oss I’ve written a lot about the growing competition for the most complicated of consumers—those with chronic conditions and complex needs. Health systems are expanding their service lines. Specialty provider organizations are creating national footprints. For-profit de novo startups are being funded by private equity firms. And health plans are “backward integrating,” developing their own service delivery capability. (For examples of these, see How Much, & How, Should You Spend On Marketing Right Now?, Necessity Is The Mother Of Invention: Innovation In A Crisis, and The Amazons Of Health Care). But the competition isn’t just for consumers. There is also the competition for the…
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