Using Proactive Marketing to Compete in the Managed Care Marketplace

Marketing is typically thought of as selling, but marketing includes the services delivered, pricing strategies, and distribution as well as promotional strategies. Managed care is forcing companies to shift their marketing strategies to be successful. Marketing needs to be proactive rather than reactive, and too many home care companies merely react to managed care organizations (MCOs). Reactive marketing means companies lower their prices without adjusting their services or just answer requests for proposals (RFPs) without discerning the individual service needs of particular types of MCOs. This article details the critical aspects of managed care marketing strategies that will help home care companies reengineer to grow in managed care.