In June 2009, Frank Hone joined the Innovations Team at  Healthways as their Director, Sustainable Engagment  The role is designed to improve the effectiveness of the various health and wellness services offered to consumers via employers or health plans, drawing on his work experience in healthcare consumerism, direct-to-consumer advertising, new product development, consumer insights, strategic planning and global marketing.  

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Healthways is the nation's leading provider of specialized, comprehensive solutions that help millions of people maintain or improve their health and well-being and, as a result, reduce overall chealthcare osts.

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Frank Hone an author and advocate for market-based healthcare solutions.   His book, Why Healthcare Matters: How Business Leaders Can Drive Transformational Change, (HRD Press, September 2008) is an Employer’s Guide to Healthcare Consumerism.   The book offers business leaders and policy makers a perspective on the US healthcare crisis, proposes that business has a major role to play in transforming consumer health attitudes and behavior, and provides a blueprint for change that incorporates creating a culture of health, fostering personal responsibility and leveraging healthcare consumerism.

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Prior to Healthways, Frank led Healthcentric Partners, Inc, and provided healthcare consumerism training and consulting to help employers promote better health in the workplace as a way to lower cost and increase productivity.   They also helped employers develop corporate strategies around employee health, design effective communications strategies to drive health behavior change, and deliver programs that emphasize greater personal responsibility across the workforce.

In this work, they provided guidance on engaging consumers toward health behavior change using principles of effective communication drawn from his experience with direct-to-consumer (DTC) advertising of prescription drugs.