Marketing HMOs to medicare beneficiaries

被引：22

作者：

Neuman, P ^{[1
]}

Maibach, E

Dusenbury, K

Kitchman, M

Zupp, P

机构：

[1] Henry J Kaiser Family Fdn, Medicare Policy Project, Washington, DC USA

[2] Porter Novelli, Res & Social Mkt, Washington, DC USA

来源：

HEALTH AFFAIRS | 1998年 / 17卷 / 04期

关键词：

D O I：

10.1377/hlthaff.17.4.132

中图分类号：

R19 [保健组织与事业（卫生事业管理）];

学科分类号：

摘要：

Medicare health maintenance organizations (HMOs) market extensively to attract beneficiaries. To assess the dynamics of this marketing, this paper examines newspaper and television ads and materials from marketing seminars that are illustrative of Medicare HMOs' marketing activities in four major media markets. Lower costs and better benefits are pitched in the majority of the ads. Image and content analyses suggest that, in general, HMO ads appear to market to healthy seniors and not to the sick or to disabled persons under age sixty-five. Important plan information often appears in fine print. The study raises questions about the impact of marketing on beneficiaries' insurance choices and the challenges facing the Health Care Financing Administration (HCFA) in establishing and enforcing marketing guidelines.

引用

页码：132 / 139

页数：8