"Many consumer-driven market forces are compelling the industry to build a more customer-centric model. The market forces include the following:

 "Many consumer-driven market forces are compelling the industry to build a more customer-centric model. The market forces include the following:

• Increasing accessibility of health care information
• Consumers who are more discerning
• A healthier and longer living population
• Advances in technology and biotech that create competition
• Specialty services that are marketed directly to the consumer

After  (doing some research), what is the most significant force and why?  Please provide a reference.