Strategic marketing applications of conjoint analysis: an HMO perspective.
The purpose of this article is to demonstrate how data from a conjoint analysis study can be used to help determine the most appropriate marketing mix for an operational HMO which is entering a new market--the geriatric population. Included are two features which are absent in previous articles on health care applications of conjoint analysis: external validation of results, and a demonstration of how conjoint analysis can be used to simulate market responses to changes in the provider's marketing mix.
D000704:Analysis of Variance; D003258:Consumer Behavior; D003625:Data Collection; D006279:Health Maintenance Organizations; D006299:Health Services for the Aged; D008389:Marketing of Health Services / Q000379:methods*; D006278:Medicare; D014481:United States