Resource
Center:
How Medicare managed
care organizations
research their competitors
What you don't know about your competitors can hurt you -- as more and more managed care organizations battle head-to-head with a full arsenal of marketing weapons to gain a stronghold in the marketplace.
If you're not already in the trenches with accurate, ongoing surveillance to measure and counteract this activity, you may be fighting a losing battle.
Get the real scoop on your competitors' marketing strategies.
- Identify
and find the type of intelligence you need in order to position your
plan competitively in the local market. The following sources can provide
valuable information for your organization:
- Marketing
materials including GSAs, provider directories, hospital lists, and
enrollment forms.
- Events
such as trade shows, health fairs, and open enrollment meetings. At
these events, you will find collateral materials, provider directories,
plan descriptions, and advertising and marketing literature.
- Published
materials including newspapers, professional journals, managed care
trade papers, documents filed with the Department of Insurance, analyst
reports, annual reports, and competitor in-house newsletters and publications.
- Physician
contracts which indicate compensation, services included in the capitated
contract, referral processes, and customer service processes.
- Competitors'
proposals.
- Competitors'
hospital and ancillary provider contracts.
- State
insurance departments that have information on rates, network service
areas, competitors' revenues, and marketing and advertising materials.
- Organize,
evaluate, and use competitive information.
- Compare
your managed care products, services, and capabilities to those of your
competitors.
- Develop
an effective competitive strategy.
- Gain a
thorough and in-depth understanding of customer needs, and how you and
your competitors satisfy those needs. Successful sales representatives
are always gathering information about customer needs by careful listening
and note taking. Utilize this valuable intelligence.
- Offset your competitive weaknesses and leverage your competitive strengths.
Remember, competition can often come from unexpected players and directions. Keep your eyes and ears open.
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