Related Experiment Videos
MCOs--you're using the wrong benefits!
1University of Colorado, Denver, USA.
Managed Care Quarterly
|February 8, 2000
Summary
Managed care organizations (MCOs) should focus on psychological benefits like security and quality of life, not just insurance coverage. This approach maximizes consumer value and MCO potential.
Area of Science:
- Health Services Research
- Consumer Psychology
- Marketing Strategy
Background:
- Managed care organizations (MCOs) often define benefits narrowly.
- This limited perspective impacts consumer marketing and perception.
Purpose of the Study:
- To analyze the disconnect between MCOs' service-based offerings and consumer-perceived benefits.
- To propose a consumer-centric marketing strategy for MCOs.
Main Methods:
- Conceptual analysis of MCOs' value proposition.
- Review of consumer psychological needs in healthcare.
Main Results:
- MCOs' focus on insurance coverage overlooks core psychological benefits.
- Consumers seek security, access, and improved quality of life.
Conclusions:
- MCOs must reframe benefits to include psychological and quality-of-life aspects.
- This shift enhances consumer perception and MCO market potential.