As part of healthcare reform, many hospitals have focused their marketing strategies on population health management as part of the transformation to value-based care. Population health management requires close relationships with physicians, partnerships with community organizations, and expansion into preventive and outpatient care and therefore needs to be further implemented. Likewise, key components include investing in technology – to connect with doctors, customers and the community and collect the data needed to improve quality (Takvorian, 2015) and merging with other hospitals and health systems – consolidation as a strategy for obtaining capital for health IT investments, outpatient facility construction, physician partnerships, and other projects (Johns Hopkins Bloomberg School of Public Health, 2015; Ropak, 2012). Health protection is an essential component of health promotion that focuses on preventive services, such as screening tests and vaccinations, and self-care actions. This is often an overlooked aspect of health promotion because actions need to be taken when people are healthy rather than in response to illness. Doctors and nurses have many opportunities to teach patients about actions they can take to protect their health (Johns Hopkins University, 2010f; Miller, 2013). The Johns Hopkins Individualized Health Initiative will bring together physicians, scientists, engineers, and information experts to connect and analyze massive databases of clinical information, as well as new data sources such as DNA sequences, methylation analyses, RNA expression levels, protein structures, and high-tech images. The initiative will help doctors personalize treatment for the individual patient, reduce unnecessary (and often painful) tests and recommend behavioral changes,