The impact of social norms and economic requirements on the strategic marketing of managed care organizations.
The trend in managed care is toward an increased emphasis on cost containment mechanisms. However, many people have begun to argue that cost controls are being implemented at the expense of the provision of appropriate care. By focusing on the impact of societal values on the performance of MCOs, it is argued that MCOs need to focus their marketing efforts on championing cost-cutting efforts in areas that do not impact the quality of care provided, while at the same time, implementing a marketing campaign aimed at promoting their conformity to prevailing social norms.
Kirby
E G
EG
College of Business, Texas Tech University, Lubbock 79409, USA.
D001294:Attitude to Health; D003363:Cost Control; D006801:Humans; D008329:Managed Care Programs / Q000191:economics* / Q000458:organization & administration; D008389:Marketing of Health Services / Q000191:economics / Q000639:trends; D011787:Quality of Health Care; D012945:Social Values; D014481:United States