Affordable Care Act & Sales/Marketing in Health Care
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Resource:
Kongstvedt, P. (2013). Essentials of managed care (6th ed.). Burlington, MA: Jones & Bartlett.
Chapter 16 ends with several questions and a conclusion related to the marketing and sales function of the healthcare sector. Describe your plan to manage the "disruptive change" the author describes. How will the patient experience remain the focus? Provide a response in a specific setting that is clearly identified.
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Solution Summary
This solution discusses how to manage the "disruptive change" occurring in the marketing and sales function of the healthcare sector, and how to continue to make the patient experience the focus.
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To manage the disruptive change related to the Affordable Care Act it is important to identify how the marketplace will change. In part, this is determined by the regulations involved with the ACA (table 16-1), as well as changes in the overall health of the population and trends in healthcare. States will be required to set up insurance exchanges (table 16-5), which will be a consortium of insurance options that have met the requirements set up by the state and Federal government. This changes the target audience in part for the health plan companies, since before they were appealing primarily to employers.
In sales and marketing the four "p's" are often discussed as keys to successful promotion: product, price, place, and promotion. With the ACA, the government is now regulating to a much larger extent the product, price, and place for health care. Here is a link to some changes that will be occurring: http://www.kff.org/healthreform/upload/8275.pdf.
The product will be much more standardized than before, and through the requirement to report value to customers the price will be further defined.
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