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E-mail marketing grows up: a primer for the managed care industry
Managed Care Interface
|November 7, 2000
Summary
Managed care plans are using electronic marketing, especially email, to reach more customers. This strategy enhances their outreach and communication efforts in the competitive healthcare market.
Area of Science:
- Health Services Research
- Marketing Science
Background:
- Managed care organizations (MCOs) are increasingly adopting digital strategies.
- Traditional marketing methods are being supplemented by electronic outreach.
Purpose of the Study:
- To explore the utilization of electronic marketing by managed care plans.
- To describe how email technology is employed for marketing purposes in MCOs.
Main Methods:
- Analysis of current electronic marketing practices in managed care.
- Case examples of creative email marketing vehicles.
Main Results:
- MCOs are extensively using basic email systems for marketing.
- Innovative electronic methods beyond basic email are being developed and deployed.
- Email technology is a key tool for enhancing the marketing capabilities of MCOs.
Conclusions:
- Electronic marketing, particularly email, is a significant trend in managed care.
- MCOs are leveraging technology to gain a competitive marketing advantage.
- The strategic use of email communication is vital for MCOs' market presence.