Ram Trucks recently ran a commercial celebrating the blue-collar American and the grueling work they undertake to make ends meet for themselves and their family. The stirring music, arresting visuals, and compelling copy wrapped together to evoke an appreciation for an oft-overlooked demographic by the mainstream media.

In just the last year, Millennials (adults ages 18-34) have become the largest generation in the U.S. labor force, officially surpassing Gen Xers, according to an analysis of U.S. Census Bureau data by the Pew Research Center. The healthcare industry needs to take notice, as this group of young people presents new and distinct challenges.

We are on the precipice of some of the most profound changes in veteran healthcare since the Veterans Administration was elevated to a cabinet position in 1989.

Rosuvastatin, imatinib, sitagliptin-just a few of the magical molecules worth billions of dollars in sales over the last few years. Many of us are thankful for these life-changers, but we've also seen duds whose performances haven't matched their promises. Change is underway in the U.S. healthcare system, and it doesn't matter if you voted red or blue-we all deserve affordable, quality care. It's no longer about selling the magical molecule, and lower drug prices aren't a gateway to better care either.

Healthcare marketing is in the midst of a dramatic transition. This transition is being dictated by the behavior and preference of the patients and physicians we serve. While we are generally less dependent on mass media, we are still very much under its spell. The allure and tradition of mass media continues to shape strategies and execution in ways that we may not realize.

My father is a doctor, and now he's also a patient.