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Systematic Design of Effective Marketing Research Data Requirements in Health Maintenance Organizations
Ist Teil von
Health marketing quarterly, 1987-08, Vol.4 (3-4), p.89-106
Ort / Verlag
New York: Taylor & Francis Group
Erscheinungsjahr
1987
Link zum Volltext
Beschreibungen/Notizen
In recent years, marketing has become increasingly important for most sectors of the health care industry, including health maintenance organizations (HMO). Although HMOs offer comprehensive benefits at reduced costs, they often are perceived as providing lower quality care and less personal attention. This suggests that growth in HMO membership will require systematic marketing efforts in future years. HMO administrators should consider designing an overall marketing research database. In developing such a research database, general demographic and health care demographic information is crucial. The database also should include information on market share of the HMO and its competitors. The analyst should determine why employers who contract with HMOs do so and why employers who do not contract choose not to do so. The database should include information on how employers communicate with employees about health care plans. Employees also can provide valuable information on why they choose to join or drop out of HMOs.