The number of Americans who have health insurance has declined over the years, and the cost of healthcare has increased dramatically. Most people did not fully understand their coverage and the healthcare system did not offer enough choices; instead, employers and providers had full control over plans, costs, preferences, and many other options. While costs increased, the quality of service remained the same or decreased. All these factors, plus many others, have made the evolution of the healthcare system, particularly healthcare marketing, towards the new trend of healthcare consumerism imminent. So, what is healthcare consumerism and what benefits does it bring? Key Drivers Healthcare consumerism is a new step toward meeting consumer demand in an ever-evolving healthcare system. According to Winans and Kasubski (2011), this is mainly due to changes in legislation and regulations, patient capabilities, and increasing general health education and awareness within the community. Similarly, according to Hone (2007), four main factors have led to the emergence of healthcare consumerism. First, the success of the direct-to-consumer (DTC) pharmaceutical marketing model which, without a doubt, has involved patients in their healthcare decision-making by requesting specific medications. Evidently, this has opened the door to a new patient awareness that has evolved into today's era. Secondly, the unprecedented ease of accessing 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 age 60 with increasing health needs. These generations have always expressed their needs by making ethics fundamental... at the center of the paper... one. In short, to support healthcare marketing, leadership must be fully committed and involved at every stage to facilitate and integrate changes within and outside the organization. Works Cited Cohen, S. B., Grote, K. D., Pietrazek, W. E., & Laflamme, F. (2010 ). Increasing healthcare consumerism through intelligent information technology. American Journal of Managed Care, 16(), 37-43. Hone, F (2007). New strategies for progressive organizations: Market forces and the new focus on demand-driven healthcare. Employee Benefits News, 21(1) 12. Retrieved from http://search.proquest.com/docview/214845748?accountid=38569vThompson, M. & Culter, C. M. (2010). The healthcare consumerism movement takes a step forward. Benefits Quarterly, 26(1), 24-28.Winan, R., & Kasubski, D. (2011). What is the attraction? Find out why patients come to you. PT on the move, 3(7), 16-22.