External Influences on Consumer Choices

 

 

External Influences on Consumer Choices

Healthcare consumers receive various communications about different health care options. It is important to understand consumer demographics to determine the impact (positive or negative) media, social networks, branding, marketing, and communication play in health care consumer choices. In this assignment you will research managed care plans to determine what impact social media and other external influences have on consumer behaviors.

Research the different managed care insurance plans listed below by reviewing various health care organizations or resources (e.g., Kaiser as an HMO). Consider within your research who might access the health care systems (i.e., age, generation, socioeconomic status, military/veteran, and health care insurance plans, etc.). List 2 advantages for the HMOs, PPOs, and POSs and 2 disadvantages of each of the same in a chart like the one below:

	Health Maintenance Organization (HMO)	Preferred Provider Organization (PPO)	Point of Service (POS)
Advantages	1. 2.	1. 2.	1. 2.
Disadvantages	1. 2.	1. 2.	1. 2.

Write a 90- to 175-word response to the following prompts. Consider the information you listed above and what you know about consumer behavior when you compose your response.

1.       Explain the impact media and social networking have on consumers when choosing the most appropriate plans. Consider the positive and negative impact.

2.       Discuss how branding, marketing, and communication influences a consumer’s choice when considering an appropriate plan. Consider positive and negative influence.

3.       Explain how communication and education to consumers differs by generations when marketing plans.

a.       Consider why it is important to communicate and educate differently between generations.

Cite 2 peer-reviewed, scholarly, or similar references.

Write a 175- to 265-word response to the following question:

·         What are challenges of modes of electronic communication within the health care market?

·         How has social media influenced the marketing of health care? Provide an example?

·         What are some ways consumers share health care information? What is your preference of communication?

 

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