Effective managed care marketing strategies for evolving markets.
In a world of increased competition and changing consumer expectations, one of the keys to a fiscally sound health plan is having a dynamic marketing strategy that takes into account the shifting attitudes of consumers as managed care markets mature. The primary goal of any health plan marketing strategy should be the acquisition and retention of members. Providing cost-efficient and convenient service for enrollees, offering low or no deductibles, having convenient office locations, and minimizing paper-work are important elements of such a marketing strategy. Factors such as brand awareness and the perceived image of a health plan also are important considerations in acquiring and retaining market share. The relative importance of these consumer satisfaction criteria change as a managed care market evolves and matures. Financial and marketing managers, thus, should ascertain their market's stage of development and respond with appropriate marketing strategies.
Conlon
M K
MK
Sachs Group, Evanston, IL, USA.
D003256:Community Participation / Q000706:statistics & numerical data*; D019981:Health Care Sector / Q000639:trends*; D019538:Health Care Surveys; D008329:Managed Care Programs / Q000145:classification / Q000458:organization & administration* / Q000592:standards; D017060:Patient Satisfaction / Q000706:statistics & numerical data; D011365:Professional Practice Location; D014481:United States; D014941:Work Simplification