Integrating a consumer orientation into the planning of HMO programs: an application of conjoint segmentation.

Despite legislative support and considerable publicity, the predicted boom in health maintenance organizations (HMOs) has not materialized. This has been due, in part, to an absence of marketing-oriented planning in designing such programs. This paper presents a consumer-oriented approach utilizing conjoint segmentation methodology which can be used to develop HMO plans that stand a better chance of consumer acceptance and marketing success.