By Monica E. Oss Earlier this year, my colleague Athena Mandros wrote about current best practices in discovering new business opportunities with health plans in The Golden Rule Of Payer Marketing. What we know is that even great programs don't sell themselves—and marketing is key to repackaging current services for the new market. In my many discussions with executive teams, they often talk about their "creative" or "innovative' programming and their concerns about the uptake of these programs (and getting the programs to breakeven). This points to the dilemma for many innovators—innovation does not assure financial success. In order to have the best shot…
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