A case study: using members' values to increase plan awareness.
Consumer awareness of a health plan is the direct result of name recognition and overall health plan identity. After many name changes and transitioning ownerships, Greater Atlantic Health Service found that its membership was waning, and a lack of consumer awareness of the HMO was a substantial part of the problem.
Greater Atlantic Health Service, Philadelphia, PA 19104.
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Monfiletto
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Greitzer
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Tortu
D003258:Consumer Behavior / Q000191:economics*; D003625:Data Collection / Q000379:methods; D017144:Focus Groups; D006279:Health Maintenance Organizations / Q000191:economics / Q000592:standards*; D008389:Marketing of Health Services / Q000379:methods*; D009275:Names; D015143:Philadelphia; D011641:Public Relations