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Related Experiment Videos

Consumer-driven health care marketing.

R L Upton1

  • 1Browning, Dolby & Sanders Advertising/Milwaukee, WI, USA.

Managed Care Quarterly
|January 1, 1997
PubMed
Summary

Consumers are gaining more control over healthcare choices due to rising costs. They are becoming more informed and demanding better quality and provider options at renewal.

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Targeting health care consumers.

Hospitals & health networks·1995

Area of Science:

  • Healthcare Marketing
  • Consumer Behavior in Healthcare

Background:

  • Rising healthcare costs (premiums, deductibles, copayments) are directly impacting consumers.
  • Consumers are increasingly shouldering the financial burden of medical care delivery.

Purpose of the Study:

  • To explore the evolving role of the consumer in healthcare decision-making.
  • To examine the potential for consumers to exert veto power over health plans annually.

Main Methods:

  • Analysis of healthcare marketing trends.
  • Review of consumer financial engagement with healthcare plans.

Main Results:

  • Consumers are becoming more knowledgeable and discerning about healthcare systems and provider plans.
  • The perception of health plans as being of equal value (parity) is diminishing among consumers.

Conclusions:

  • Consumers are likely to retain and even expand their choice and veto power in healthcare.
  • Demand for greater provider choice and higher quality healthcare coverage is increasing.

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