Scotti D J, Bonner P G, Wiman A R
J Health Care Mark. 1986 Jun;6(2):7-16.
Understanding the evaluative criteria used to select a health plan is central to effective marketing of an HMO. The determinant criteria that guide the reenrollment decision are shown to differ from those that drive initial enrollment. The authors' findings suggest several operational and strategic policy implications for HMO management.
了解用于选择健康保险计划的评估标准是健康维护组织（HMO）有效营销的核心。研究表明，指导重新参保决策的决定性标准与推动首次参保的标准不同。作者的研究结果对HMO管理提出了若干运营和战略政策方面的启示。
