The last 20 or so months have seen an unprecedented wave of change in healthcare. The way patients search for information, access care, and its delivery due to the SARS-CoV-2 pandemic. Direction image by Kalhh from Pixabay The patient is more in charge with the adaption of telehealth, new entrants stepping into areas that were previously the domain of the hospital, and other care delivered in more convenient, affordable, and accessible locations. Add on top of all of this access to pricing information, and you can see why I call it Healthcare 3.0 Healthcare 3.0 Healthcare 3.0 is an entirely different market animal from anything hospital leadership has ever had to contend with. The competitive animal has teeth with little regard for whether a hospital or health system survives. Highly competitive, innovative, and retail, the sole focus is on understanding and meeting patients' needs. Most hospital marketing by focusing on features of the hospital- facilities, technology, s...