title: Marketing a managed care plan: achieving product differentiation.
abstract: The health care marketplace is changing dramatically, even without federal reform measures. This is a volatile, yet promising, time to market a managed care plan. Before marketing the product, it is critical that the competition is thoroughly evaluated and consumer and employer needs are researched. The final product should be distinguishable from the competition and address market needs. Promotion can then begin, utilizing a proactive public relations and advertising campaign in addition to traditional methods of marketing.
authors.affiliation: Consumer Health Network, Piscataway, NJ, USA.
authors.forename: N C
authors.initials: NC
authors.lastname: Romeo
mesh_terms: D000329:Advertising; D004465:Economic Competition; D006301:Health Services Needs and Demand; D008329:Managed Care Programs / Q000191:economics* / Q000458:organization & administration / Q000706:statistics & numerical data; D008389:Marketing of Health Services; D011357:Product Line Management; D011641:Public Relations; D014481:United States