Access as a managed care marketing outcomes measure

Area of Science:

• Health Services Research
• Marketing in Healthcare
• Managed Care Management

Background:

• Health maintenance organizations (HMOs) are experiencing market share decline due to increased competition and a wider array of health plan options for employers.
• Employers are prioritizing not only cost control but also quality of care and customer satisfaction, influenced by negative perceptions of managed care.
• Managed care companies are shifting focus towards customer retention and market share sustainability.

Purpose of the Study:

• To review current marketing strategies employed by managed care organizations.
• To evaluate the effectiveness of these strategies in customer retention and market share preservation.

Main Methods:

• Analysis of marketing strategies used by managed care companies.
• Assessment of the utility of customer satisfaction metrics, such as report cards, in maintaining market share.

Main Results:

• Managed care companies are increasingly using customer satisfaction data to gauge and improve services.
• Report cards are a key tool for assessing purchaser and enrollee satisfaction.
• Focusing on customer satisfaction is seen as a strategy to foster loyalty and sustain market share.

Conclusions:

• Effective marketing strategies centered on customer satisfaction are crucial for managed care organizations facing competitive pressures.
• Improving quality of care and customer satisfaction can help rebuild trust and secure market position.
• Managed care companies must adapt their strategies to meet evolving employer demands for value and quality.