The Environment of Marketing Strategy

Select Group has decided to offer the first accountable care plan managed care product in a small community of 25,000 people in West Virginia. Accountable care organizations (ACOs) are a new concept, especially in this region. In conducting a consumer survey prior to the introduction of this structure, Select Group finds that attitudes toward ACOs are very negative. Some people believe they will be locked into a system if they join. Others feel this form of health care delivery is a socialistic approach to medicine. What options does Select Group have in trying to change these attitudes?

Module 2 Discussion – The Environment of Marketing Strategy Question 1
Assume you were hired to design a managed care organization targeted to baby boomers in San Antonio, Texas, a city with large Hispanic population. How would you make this service offering unique to respond to the major trends discussed within this chapter?

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