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

"Managing" demand: the wrong paradigm.

S MacStravic1

  • 1University of Colorado, Denver, USA.

Managed Care Quarterly
|March 3, 1998
PubMed
Summary
This summary is machine-generated.

Managed care organizations' demand management reduced healthcare costs but angered consumers. Shifting to a marketing paradigm, focused on customer value, can improve demand initiatives and benefit all stakeholders.

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

Using the Internet to deliver health care value.

Health marketing quarterly·2002
Same author

Need new beds? Throw out your old formulas.

Health care strategic management·2001
Same author

When it comes to measuring value, few HMOs can make the grade.

Managed care quarterly·2001
Same author

The missing links in social marketing.

Journal of health communication·2001
Same author

Strategic differentiation becoming 'watchword' for health care organizations.

Health care strategic management·2001
Same author

The death of the four "P"s: a premature obituary.

Marketing health services·2001

Area of Science:

  • Health Services Research
  • Marketing and Consumer Behavior
  • Healthcare Management

Background:

  • Managed care organizations (MCOs) have employed demand management strategies to control healthcare expenditures.
  • These strategies have resulted in significant dissatisfaction among consumers, physicians, employers, media, legal professionals, and legislators, leading to widespread criticism of Health Maintenance Organizations (HMOs).
  • The current approach of 'managing' demand is perceived as ineffective due to the application of a management paradigm rather than a marketing one.

Purpose of the Study:

  • To propose a paradigm shift from a management-centric to a marketing-centric approach for demand initiatives within healthcare.
  • To highlight the importance of delivering customer value in healthcare demand management.
  • To illustrate the potential benefits of well-designed demand improvement efforts for various stakeholders.

Related Experiment Videos

Main Methods:

  • Conceptual analysis of demand management paradigms in healthcare.
  • Review of existing literature on managed care and consumer satisfaction.
  • Illustrative examples of value-adding benefits from marketing-oriented demand improvement initiatives.

Main Results:

  • The management paradigm in demand control leads to negative outcomes and stakeholder dissatisfaction.
  • A marketing paradigm, focused on delivering value, offers a more effective approach to demand improvement.
  • Successful demand improvement initiatives yield broad value-adding benefits for diverse customer groups.

Conclusions:

  • Healthcare demand initiatives should adopt a marketing paradigm centered on customer value.
  • Implementing value-driven demand improvement strategies can mitigate dissatisfaction and enhance stakeholder relations.
  • This strategic shift promises to improve the overall effectiveness and acceptance of healthcare demand management efforts.