Why Healthcare Matters:
 How Business Leaders Can Drive
Transformational Change
by Frank Hone
HRD Press 2009
Of all the major issues facing the US today, perhaps none is more challenging, or bewildering, than healthcare. For employers in particular, balancing the need to provide suitable and affordable health benefits for their workforce with the employees’ own health and lifestyle behaviors can be a daunting daily headache.
Thus a new book Why Healthcare Matters: How Business Leaders Can Drive Transformational Change (www.whyhealthcarematters.com) by Frank Hone, a leading healthcare consumerism expert and catalyst for healthcare change, comes at a critical time.
Published by HRD Press, Why Healthcare Matters aims to help employers create new and innovative approaches to address health behavior change in their workplaces, offering a big-picture perspectiveon what’s wrong with healthcare today as well as providing practical, market-based strategies and solutions. It takes its readers inside the nation’s growing healthcare crisis while detailing specific approaches drawn from the author’s extensive consumer advertising experience, particularly in the area of direct-to-consumer (DTC) advertising of prescription drugs.
As an “Employer’s Guide to Healthcare Consumerism,” Why Healthcare Matters spells out clearly the range and depth of the crisis from a business perspective, calling on corporate leaders to proactively address the healthcare challenge by emphasizing personal responsibility within their own workforce. Its specific and detailed recommendations on ways employers can latch on to the promising trend of healthcare consumerism afford employers the chance to implement powerful new concepts and strategies that will both lower overall costs and improve health outcomes at their companies.
Many early adopting employers have already taken significant steps to foster a culture of health in their organizations. Companies profiled in the book that have done so include Aetna, AstraZeneca, Dell, IBM, Johnson, & Johnson, Motorola, Pitney Bowes, Texas Instruments and Union Pacific Railroad. In considering the task ahead for our nation’s employers, author Frank Hone notes, “Given that some 70-75% of all healthcare costs are behavior-based, it’s time we put some concerted effort behind improving health behaviors.”
 Founder and CEO of Healthcentric Partners, Inc., Frank adds, “Employers today have begun to adopt more wellness and prevention resources for their workforce but a sizeable gap continues to exist between the availability of these resources and their actual use. A big part of the solution involves crafting relevant and effective communications that can address the inherent rational and emotional barriers people have in dealing with health issues.”
Frank Hone founded Healthcentric Partners in 2008 following many years experience of healthcare strategy, advertising and marketing experience. Now considered a thought leader in the areas of healthcare consumerism and direct-to-consumer (DTC) advertising, he has long been a strong advocate of driving consumer behavior change to improve health outcomes, leading many advertising campaigns and marketing initiatives that promote consumer-based healthcare solutions.
Prior to establishing Healthcentric Partners, Inc., he served an array of healthcare clients with Ogilvy Healthworld for 12 years where he helped lead the pharma industry toward a new era of healthcare consumerism. His in-depth involvement with integrated communications campaigns for many leading brands adds to his unique perspective on the healthcare dynamic.
Widely published in trade journals, including a significant series on healthcare consumerism in Employee Benefit News in 2007, Frank frequently delivers keynote addresses and speeches at healthcare conferences and seminars around the world. His firm Healthcentric Partners, Inc. works with corporate business leaders, both directly and through brokers, insurers and consultants, to help create and deliver relevant resources, programs and incentives that motivate employees, customers and stakeholders toward greater personal responsibility for health. To learn more, visit: http://www.healthcentricpartners.com/
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