Programmes to turn patients into active consumers have not yet lived up to their sponsors' expectations. While the business case for such programmes has been strong, their success has been hampered mainly by two factors. The first is a lack of robust and actionable messages that would create awareness of system-wide problems in healthcare and cause consumer-patients to act on those messages through decision-support tools. The second is an appropriate segmentation of the messages and decision-support tools that would appeal to different types of consumer-patient.
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