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The inspiration to write Why Healthcare Matters: How Business Leaders Can Drive Transformational Change came out of my work with direct-to-consumer (DTC) advertising of prescription drugs.  In helping our clients drive business for their brands, it became clear that effective communications can be very powerful in initiating health behavior change.

And with the health of so many Americans in decline, I wanted to do something to help improve the situation.  My belief was and is that employers are well suited to lead the way by creating a culture of health in the workplace.   They have a vested interest in maintaining and improving the health of their workforce, and can provide appropriate information, incentives, and inspiration.

The resulting "win-win" would lead to healthier individuals, better productivity and more profits.

Several early adopting companies are already fulfilling concept - I profile 14 in my book - but so many more need help in gettng to the next level. 

Why Healthcare Matters: How Business Leaders Can Drive Transformational Change was published by HRD Press in late 2008.  It serves as an Employer's Guide to Healthcare Consumerism and takes a provocative look at the dynamics and conflicting interests that contribute to today's healthcare crisis, while providing market-based ideas and solutions. 

Why Healthcare Matters provides strategic and practical guidance for America's business leaders on being more proactive and engaged in addressing healthcare issues in their own companies.  It outlines the rationale for healthcare consumerism and market-driven solutions that can be effectively implemented by employers.

For more information see http://whyhealthcarematters.com.