Menges J J
GHAA J. 1988 Winter;9(2):20-47.
The purpose of this paper is to assess the level of marketing spending in the HMO industry and the enrollment growth HMOs have achieved in return for their marketing dollars. This study identifies industry norms that are designed to assist HMOs in the evaluation of their marketing performance. The study is based on data from 1985 to 1986 covering approximately half the HMOs in the country and comprising a substantial proportion of industry-wide enrollment (Table 1). The analyses are designed to allow operational HMOs to compare their marketing efforts, enrollment growth, and marketing costs per new member with industry norms within similar age, model type, enrollment level, and geographic categories. The marketing expenses provided by each HMO are an aggregate figure including sales staff salaries, benefits and commissions, advertising, costs for the production and printing of marketing materials, and all other expenses directly related to the marketing effort. Components of the aggregate marketing expenses, such as the amount spent on advertising versus sales staff compensation, were not available.
本文旨在评估健康维护组织（HMO）行业的营销支出水平，以及HMO投入营销资金所实现的参保人数增长情况。本研究确定了旨在帮助HMO评估其营销绩效的行业规范。该研究基于1985年至1986年的数据，涵盖了该国约一半的HMO，且占全行业参保人数的相当大比例（表1）。这些分析旨在使运营中的HMO能够将其营销努力、参保人数增长以及每新增一名成员的营销成本与年龄、模式类型、参保水平和地理类别相似的行业规范进行比较。每个HMO提供的营销费用是一个汇总数字，包括销售人员的工资、福利和佣金、广告、营销材料的制作和印刷成本，以及与营销努力直接相关的所有其他费用。汇总营销费用的组成部分，如广告支出与销售人员薪酬的金额，无法获取。
