I always used to say that nothing is new in healthcare. It’s been done somewhere, someplace already in the world, or is just a recycled strategy prettied up to look like the present. In many ways, hospitals and health systems are like the teams of the NFL, the ultimate copy-cat league. When one or two teams have success with the strategy, tactics, and game planning, the rest of the league follows to varying degrees, same with hospitals, health systems, and other medical providers. The above statement is not, by any means, a slam. It just is what it is. This observation on my part comes from over 30 years of working in the healthcare industry. When you still see hospital marketing in 2020 as I did in the 1990s, it’s a “come on man” moment for me. Things are "a-changing". This time, however, the change feels real. The changing healthcare landscape feels different. And the change is not being driven by hospitals, health systems, or other medical providers, but by the government,...