Mainstream Marketing for Medicaid: What Works, What Doesn't (Seem to ), and Why; a Preliminary Report on the Marketing Demonstration

摘要

The report describes the background for the PHRED Project's Marketing Studies Component. The preliminary report of the marketing demonstration suggests some implications for other state agencies, for health maintenance organizations (HMOs) with Medicaid contracts, and for HMOs hesitating to enter into such contracts because of marketing difficulties. The initial findings of the demonstration suggest the following: door-to-door solicitation might be eliminated; some marketing methods may be more 'productive' than others; costs for marketing in the welfare process may be reduced; information given at the welfare offices may be more clearly understood by potential enrollees; welfare offices may provide an advantageous setting for beneficiaries to make an informed choice.