Upton R L
Browning, Dolby & Sanders Advertising/Milwaukee, WI, USA.
Manag Care Q. 1997 Winter;5(1):25-9.
In this article, a health care marketing executive takes an opposing view: That the consumer will not only continue to exercise choice but also, at annual renewal time, veto power. In part, that is because the consumers are feeling the rising cost of health care much more directly than in the past, through ever-higher premiums, deductibles and copayments. As they assumed more of the burden of medical care delivery, consumers are becoming more knowledgeable about and discriminating toward the health care system and provider plans they are offered. They understand--as does their employer--that no longer are all health care plans alike or at parity with each other. The consumer is also demanding greater access to freedom of provider choice, quality of health care coverage.
在本文中，一位医疗保健营销高管持相反观点：消费者不仅会继续行使选择权，而且在每年续保的时候还会行使否决权。部分原因在于，消费者比过去更直接地感受到了医疗保健成本的上涨，体现在保费、免赔额和自付费用不断提高。随着他们承担了更多医疗服务的负担，消费者对所提供的医疗保健系统和供应商计划越来越了解，也越来越挑剔。他们明白——他们的雇主也明白——并非所有医疗保健计划都一样或处于同等水平。消费者还要求有更多机会自由选择医疗服务提供者，提高医疗保险的质量。
