Needs-based health promotion program serves as HMO marketing tool.

A needs assessment survey was originally conducted at the George Washington University Health Plan in 1981 and repeated in 1983 for evaluation and redirection. The survey resulted in a program which attempted to address the perceived needs of its members. The response, not only of the patients, but also of both the HMO clinical and marketing staffs, resulted in further program development, and established role for health promotion in HMO marketing, and a model of preventive care teaching in ambulatory primary care medicine.