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Awareness and enrollment in the Social/HMO
R Newcomer1, C Harrington, A Friedlob
1Institute for Health & Aging, University of California, San Francisco 94143.
The Gerontologist
|February 1, 1990
Summary
Marketing Social/Health Maintenance Organizations (S/HMOs) involves understanding high awareness of plan benefits and pricing. Key selection factors for health insurance include local market competition and out-of-pocket costs.
Area of Science:
- Health Services Research
- Health Economics
- Marketing Science
Background:
- Social/Health Maintenance Organizations (S/HMOs) represent a distinct model within the broader health insurance landscape.
- Understanding the marketing and selection dynamics of S/HMOs compared to traditional Health Maintenance Organizations (HMOs) and fee-for-service (FFS) plans is crucial for market penetration and consumer choice.
Purpose of the Study:
- To investigate the marketing challenges and consumer decision-making processes for Social/Health Maintenance Organizations (S/HMOs).
- To identify key factors influencing the selection of S/HMOs versus other health insurance options like HMOs and FFS.
Main Methods:
- Utilized probability sampling to gather data from S/HMO members and Medicare beneficiaries enrolled in HMOs or FFS plans.
- Conducted analysis within demonstration communities to understand local market influences.
Main Results:
- Awareness of S/HMOs, HMOs, and FFS plans, including their relative prices and benefits, is generally high among both members and non-members.
- Local market competition and the direct financial impact of out-of-pocket costs are significant drivers in consumer health insurance choices.
Conclusions:
- Effective marketing of S/HMOs requires addressing consumer awareness of benefits and pricing, alongside competitive market pressures.
- Out-of-pocket costs and local competition are critical considerations for consumers selecting health insurance plans, influencing the success of S/HMOs.