title: How much segmentation is needed in the health care marketplace? An exploratory study of HMO and non-HMO customers.
abstract: The health care landscape has changed dramatically. Consumers now seek plans whose benefits better fit their health care needs and desires for access to providers. This exploratory survey of more than 1,000 HMO and non-HMO customers found significant differences with respect to their selection processes for health plans and providers, and their expectations regarding access to and communication with health care providers. While there are some similarities in factors affecting choice, segmentation strategies are necessary to maximize the appeal of a plan, satisfy customers in the selection of physicians, and meet their expectations regarding access to those physicians.
authors.affiliation: a Department of Marketing, College of Business Administration , California State University , Sacramento , California , USA.
authors.forename: Dennis H
authors.initials: DH
authors.lastname: Tootelian
authors.affiliation: a Department of Marketing, College of Business Administration , California State University , Sacramento , California , USA.
authors.forename: Andrey
authors.initials: A
authors.lastname: Mikhailitchenko
authors.affiliation: b Regional Chief Strategy Officer , Dignity Health , Sacramento , California , USA.
authors.forename: Cindy
authors.initials: C
authors.lastname: Holst
authors.affiliation: a Department of Marketing, College of Business Administration , California State University , Sacramento , California , USA.
authors.forename: Ralph M
authors.initials: RM
authors.lastname: Gaedeke
mesh_terms: D002755:Choice Behavior; D003256:Community Participation; D003695:Delivery of Health Care; D006279:Health Maintenance Organizations; D006297:Health Services Accessibility; D006301:Health Services Needs and Demand; D006801:Humans; D007342:Insurance Benefits; D011795:Surveys and Questionnaires
keywords: Access to care expectations; HMO versus non-HMO customers; communicating with physicians; segmenting health care markets; selecting health plans; selecting physicians