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MARKETING & INSURANCE Strategic Management in Healthcare 24 MARCH 2009 MARKETING • ESSENTIAL TO IMPLEMENTING STRATEGY AND FULFILLING MISSION MARKETING • “MARKETING IS AN INTEGRAL PART OF STRATEGIC PLANNING” • DO YOU AGREE? CENTRAL CONCEPT OF MARKETING • VOLUNTARY EXCHANGE OF SOMETHING OF VALUE CONSIDERATION • DETERMINE WANTS, NEEDS, EXPECTATIONS, DEMANDS • DELIVER GOODS OR SERVICES ELEMENTS OF MARKETING • • • • PRODUCT PRICE PLACE PROMOTION SERVICE CONSIDERATION ACCESS PROMOTION TARGET MARKET • • • • • • PHYSICIANS PATIENTS INSURERS EMPLOYERS GOVERNMENT CHARITY GROUPS EPIDEMIOLOGIC PLANNING MODEL • DEMAND = POPULATION x INCIDENCE x USE x MARKET SHARE • INCIDENCE – NUMBER OF NEW CASE OVER A PERIOD OF TIME • PREVALENCE – NUMBER OF CURENT CASES AT A POINT IN TIME SOCIAL MARKETING • USE THE TOOLS OF MARKETING TO INFLUENCE VOLUNTARY BEHAVIOR FOR SOCIAL BENEFIT INSTEAD OF PROFIT • HEALTH CARE ORGANIZATIONS? • GOVERNMENTS & CHARITIES? PAYORS • • • • • FEDERAL GOVERNMENT STATE GOVERNMENT EMPLOYERS CHARITIES INDIVIDUALS INSURANCE • ARE THEY PAYORS? • SINGLE PARTY PAYOR • NATIONAL HEALTH INSURANCE IS A CONTRACT • PARTIES TO THE CONTRACT – THE PATIENT AND THE INSURANCE COMPANY • HOW IS THE DOCTOR INVOLVED? • HOW IS THE EMPLOYER INVOLVED? INDEMNIFICATION INSURANCE • WHAT MOST OF US THINK OF AS INSURANCE • YOU HAVE A LOSS - THE INSURANCE COMPANY FIXES IT OR PAYS FOR IT SELF INSURANCE • GENERALLY INVOLVES THIRD PARTY ADMINISTRATORS • LOOKS JUST LIKE INSURANCE • USUALLY INCLUDES SOME TYPE OF CATASTROPHIC REINSURANCE DIRECT CONTRACTING • TAKES OUT THE INSURANCE COMPANY • SAVES MONEY • CREATES ISSUES FOR FOLLOW-UP GOVERNMENT MANDATES • PREGNANCY • SCREENING PROGRAMS • DIALYSIS MANAGED CARE ORGANIZATIONS • INTEGRATION OF FINANCING AND SERVICE DELIVERY • INSURANCE COMPANIES WITH CAPTIVE PROVIDERS • USE SOME SYSTEM OF GATEKEEPING TYPES OF MCO • HMO - HEALTH MAINTENANCE ORGANIZATIONS • PPO - PREFERRED PROVIDER ORGANIZATIONS • POS - POINT OF SERVICE PLANS COST CONTAINMENT • • • • • THE PURPOSE OF MANAGED CARE HAS IT WORKED? ACCESS TO CARE CONTROL OF PHYSICIANS PREVENTION MEDICARE • SINGLE PARTY PAYOR • VERY EFFICIENT AND EFFECTIVE MEDICARE COST CONTAINMENT • DRGs • PAY FOR QUALITY • INCREASING NUMBER OF LIVES • INCREASING SERVICES NATIONAL HEALTH DO YOU WANT HEALTH CARE THAT RUNS LIKE THE POSTOFFICE? Takes a note from my hand in New York on Monday and puts it in my sister’s hand in California on Wednesday for 42 cents. CASE STUDY # 3 • GEORGE – pharmacist in rural Alabama for 40 years – lunch counter & sundries • Mrs Murden – expensive arthritis medicine • Options – Stay with her pharmacy – Local drug discount card – $4 plan at Wal-Mart or Walgreens – Mail-order