Health care consumerism, the information explosion, and branding: why 'tis better to be the cowboy than the cow.

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.