Targeting Medicare Consumers

Stensrud, John; Sylvestre, Edward; Sivadas, Eugene
March 1997
Marketing Health Services;Spring97, Vol. 17 Issue 1, p8
Academic Journal
This article examines how U.S. health care providers are coping with a market environment that is calling on them to increase access, lower their costs, and raise quality all with diminishing resources. The authors contend that identifying customer preferences is the ideal way to remain competitive, increase efficiency and provide customer satisfaction. They examine how this strategy can be applied to the Medicare market, noting that this market holds remarkable opportunity in the U.S. as the country's population continues to age. INSET: EXECUTIVE HIGHLIGHTS.


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