Issues in the consumer choice of health care coverage plans.
Developing and implementing successful marketing strategies for prepaid health care coverage plans is becoming an important issue as managers of these plans struggle to remain competitive in the market place. This paper provides insight into the reasons why consumers make choices among varying types of health care coverage plans. Some suggestions are made to plan managers for incorporating these results into the development of marketing strategies for prepaid health care coverage plans.
Thompson
A M
AM
Department of Marketing, Western Michigan University, Kalamazoo 49008.
Kaminski
P F
PF
D001131:Arkansas; D001294:Attitude to Health; D002755:Choice Behavior; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003625:Data Collection; D003657:Decision Making; D006279:Health Maintenance Organizations / Q000592:standards / Q000706:statistics & numerical data*; D006801:Humans; D007348:Insurance, Health / Q000706:statistics & numerical data; D008962:Models, Theoretical; D012044:Regression Analysis