Healthcare: Who is my Customer?

Shopper. Consumer. Retailer. The roles are well-defined. In the consumer value chain, it is clear. The role of the customer is clear. Companies realize that the person that uses the product is the consumer, the person that buys the product is the shopper and the company that sells the product is the retailer. For the operations teams in the consumer value network, the focus is delivering value to maximize the experience for the shopper. They work with the retailer to improve this customer experi...