See it now: The tube attracts members


According to a Gallup survey of HMO and PPO executives, television advertising is the most successful means of recruiting enrollees, whether the product is commercial, Medicare or Medicaid managed care. But beyond that, what works for one group might not work so well for another. Print advertising works for commercial subscribers, but Medicare beneficiaries respond to radio advertising while face-to-face sales pitches are likely to hook Medicaid recipients.

SOURCE: INDUSTRY EXECUTIVES SPEAK ABOUT THE CHALLENGE OF MANAGED CARE ENROLLMENT AND DISENROLLMENT, GALLUP ORGANIZATION FOR WILLIAM COOK DIRECT, JACKSONVILLE, FLA., 1997

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