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Issues in the consumer choice of health care coverage plans
1Department of Marketing, Western Michigan University, Kalamazoo 49008.
Health Marketing Quarterly
|December 9, 1992
Abstract:
Developing and implementing successful marketing strategies for prepaid health care coverage plans is becoming an important issue as managers of these plans struggle to remain competitive in the market place. This paper provides insight into the reasons why consumers make choices among varying types of health care coverage plans. Some suggestions are made to plan managers for incorporating these results into the development of marketing strategies for prepaid health care coverage plans.