The U.S. healthcare industry's ongoing transformation creates both challenges and opportunities for marketers. This transition is driven by two variables. One is the evolution from a fee-for-service payment system to a healthcare delivery model based on transparency, quality outcomes and patient satisfaction. The second is the rise of the empowered healthcare consumer. These changes affect both the "how" and the "who" of medical marketing strategies. As a result, the role of physicians as decision-makers is undergoing a transformation.