Howgill M W
University of Texas M. D. Anderson Cancer Center, Houston, USA.
Manag Care Q. 1998 Autumn;6(4):33-43.
Managed care faces a rising consumerist attitude, fueled by the aging of the baby boom generation. If health plans and other managed care companies are to position themselves positively in their markets' minds, they must embrace fundamental marketing principles, beginning with a sound understanding of the feelings, attitudes, and expectations of those they serve. Absent such customer knowledge, a "tag team" comparising market forces and public policy will pin down the industry. However, with careful research and sound planning, there are opportunities for managed care companies to wrest control of their brands and position themselves for health care in the next millenium.
受婴儿潮一代老龄化的推动，管理式医疗面临着日益高涨的消费主义态度。如果健康计划和其他管理式医疗公司想要在市场中树立正面形象，就必须遵循基本的营销原则，首先要充分了解所服务对象的感受、态度和期望。缺乏这样的客户认知，由市场力量和公共政策组成的“团队”将会制约该行业。然而，通过仔细研究和合理规划，管理式医疗公司有机会掌控自身品牌，并为下一个千年的医疗保健做好定位。
