The number of Americans with health insurance has declined over the years and the cost of health care has increased significantly. Most people did not fully understand their coverage and the healthcare system did not offer them enough choices; instead, employers and providers had complete control over plans, costs, preferences, and many other options. While the cost was increasing, the quality of service was either the same or decreasing. All these factors and many others have made the evolution of the healthcare system, especially healthcare marketing, towards the new trend of healthcare consumerism imminent. So, what is healthcare consumerism and what purpose does it serve? Main Factors Healthcare consumerism is a new step towards meeting consumer demand in an ever-changing healthcare system. According to Winans and Kasubski (2011), this is mainly due to changes in legislation and regulations, patient capabilities, and education and general health awareness within the community. Similarly, according to Hone (2007), four main factors have led to the emergence of consumerism in healthcare. First, the success of the direct-to-consumer (DTC) pharmaceutical marketing model which, undoubtedly, has involved patients in their healthcare decision-making by demanding specific medications. Obviously, this opened the door to new patient awareness that has evolved into the current era. Second, the unprecedented access to information, not only through traditional media, but also through the Internet thanks to the widespread use of new technologies. Third, generations born between 1946 and 1964 have reached the age of 60 with increasing health needs. These generations have always expressed their needs by making fundamental ethics... middle of paper... a. In short, to support healthcare marketing, leaders must be fully engaged and involved at every stage to facilitate and integrate changes inside and outside the organization. Works cited Cohen, SB, Grote, KD, Pietrazek, WE and Laflamme, F. (2010). Growing consumerism in healthcare thanks to intelligent information technologies. American Journal of Managed Care, 16(), 37-43. Hone, F (2007). New strategies for progressive organizations: market forces and the new direction toward demand-driven health care. Employee Benefit News, 21(1) 12. Retrieved from http://search.proquest.com/docview/214845748?accountid=38569vThompson, M. & Culter, C.M. (2010). The consumer health care movement is taking a step forward. Benefits Quarterly, 26(1), 24-28. Winan, R. and Kasubski, D. (2011). What is the attraction? Find out why patients come to you. PT in motion, 3(7), 16-22.