CVS & Aetna: What it could mean for the future of health care

Earlier this week, CVS Health proposed its plan to acquire Aetna for approximately $69 billion – another step in the transition from fee-for-service to value-based care for patients.

Earlier this week, CVS Health proposed its plan to acquire Aetna for approximately $69 billion – another step in the transition from fee-for-service to value-based care for patients.Click To Tweet

According to CVS, the national retail pharmacy plans to expand services in its pharmacies and retail clinics, and provide in-home care to help lower medical expenses for patients covered by Aetna insurance. This deal could cause a shake up in the market, not only for consumers, but hospitals and competition as well.

While the deal still needs regulatory and shareholder approval, health care and business experts are already weighing in on the long-term effects of a giant merger, and what it could mean for the industry and consumers. Here are a few opinions (so far) on the proposed deal:

Whether this acquisition is approved is out of our control, but there continues to be a high volume of mergers and acquisitions in the health care industry. So, as communicators, how can we prepare for a smooth transition?

  1. Immediately identify inconsistent messaging and conduct an overall temp check on the affected audiences. Then develop messaging and proof points as well as consumer-friendly content to help communicate important information in a way everyone can understand.
  2. Leverage existing mediums (and create new communications vehicles if needed) to communicate important news and updates, and develop an open line of communication. Also, engage brand ambassadors to help carry the message more broadly and to be an advocate for both organizations.
  3. Be proactive and transparent with all communications before, during and after the merger. There’s likely to be certain limitations with this due to the regulatory environment, but sharing what you can up front will strengthen trust in the brand.

Using these tips during M&A communications is important to keep both parties satisfied, regardless of the outcome.

 

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