Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Marketing a managed care plan: achieving product differentiation.

N C Romeo1

  • 1Consumer Health Network, Piscataway, NJ, USA.

Medical Interface
|December 9, 1995
PubMed
Summary

Marketing a managed care plan requires thorough competitor analysis and understanding consumer needs. A differentiated product and proactive promotion are key to success in the evolving healthcare market.

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Why oppose any willing provider legislation?

AAPPO journal : the journal of the American Association of Preferred Provider Organizations·1994
Same author

Point-of-service plans on the rise.

Journal of health care benefits·1994
See all related articles

Area of Science:

  • Health services research
  • Healthcare management
  • Market analysis

Background:

  • The healthcare marketplace is undergoing significant transformation.
  • Federal reform is not the only driver of change.
  • This presents both challenges and opportunities for managed care plans.

Purpose of the Study:

  • To outline a strategic approach for successfully marketing a managed care plan.
  • To emphasize the importance of market research and competitive analysis.
  • To guide product development and promotional strategies.

Main Methods:

  • Market evaluation and competitor assessment.
  • Consumer and employer needs research.
  • Development of a differentiated product offering.
  • Integrated promotional campaign planning.

Main Results:

  • Thorough market understanding is essential prior to product launch.
  • A unique value proposition is critical for differentiation.
  • A multi-channel marketing approach enhances reach.
  • Proactive public relations and advertising are vital.

Conclusions:

  • Successful managed care plan marketing hinges on strategic planning and execution.
  • Addressing specific market needs and differentiating from competitors are paramount.
  • A comprehensive promotional strategy is necessary for market penetration.

Related Experiment Videos