An evaluation of Massachusetts HMO medicaid marketing

Abstract

Medicaid is currently looking at their HMO program and considering expanding it so current marketing strategies need to be evaluated. How can Massachusetts stimulate Medicaid enrollment in Health Maintenance Organizations (HMOs) successfully so that the Department of Public Welfare can increase Medicaid enrollment in other alternative health care delivery systems such as case management and capitation programs? Interviews with four HMO marketing departments and the Medicaid staff will provide information on each marketing process. A c○mparative case study of four HMOs in Massachusetts will be done. The project objectives include: 1. Analyze present HMO Medicaid marketing strategies in Massachusetts. 2. Discover existing successful and unsuccessful marketing techniques. 3. Propose changes for future HMO Medicaid marketing activities. The results of my project will form the basis for future marketing activities at the Massachusetts Department of Welfare. Based on my recommendations, the Department will decide whether or not to expand Medicaid enrollment in alternative health care delivery systems.