Ethical issues in marketing managed care

Article Abstract:

Marketing in the rapidly growing managed-care segment of healthcare is particularly fraught with ethical issues. However, through the development of a comprehensive code of ethics, managed care administrators can reduce ethical violations and reduce costly claims. The code should be enforced through a system of internal rewards and punishments at all levels of employment. The organization should also take pains to educate patients about how they can take more responsibility for their healthcare.

Ethical aspects

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Perception is everything: marketers should prepare now to address the tough managed care questions

Article Abstract:

Medical marketers must address the public's perception that managed health care is under-serving patients. They should conduct market research using managed care clinicians, patients, employers, and voluntary disenrollees to assess public perceptions. They should also make sure that communication channels between physicians and health maintenance organizations are open and that patients understand why they are being denied a certain treatment.

Social aspects, Column, Physician and patient, Physician-patient relations, Public opinion

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Should marketers care about satisfying Medicaid patients?

Article Abstract:

Patient satisfaction may be a more important factor in marketing to Medicaid patients than to their commercially insured counterparts. That is because more states are shifting Medicaid patients to HMOs. Studies have shown that these patients feel they are treated with less respect than commercially insured patients. To remain competitive providers must dispel this perception, using Medicaid-dedicated toll free numbers or surveys.

Medicaid, Administration of Public Health Programs, Management, Patient satisfaction

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