Expectations Relative to Healthcare Delivery

The public is clearly changing relative to their expectations of the healthcare delivery system in America. This is particularly the case when older, more traditional healthcare consumers are compared to their younger, more contemporary counterparts. As a result, the healthcare professional who seeks to market a service and/or product to the target market must be thoroughly aware of those individuals comprising the given sector, as well as their attributes. This was not as much of an issue in the past or the healthcare provider. The results of a study conducted by the National Research Corporation (Thomas & Sehnert, 1989) revealed several attributes regarding target markets. Note that the healthcare market is stratified into two sections: the traditional consumers and the contemporary consumers. For the traditional consumers, there are several attributes which assist the healthcare professional in marketing his or her services and/or products. The traditional healthcare consumer, who is aged 45 and older, is one who has values and attitudes that were formed during World War II and/or the Depression. This consumer generally embraces security, conformity, and authority. This consumer also favors the traditional medical approach to health problems, with an emphasis on pathology, technology, treatment, and cure. For these consumers, the physician has the final word. The traditional consumer typically abdicates

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orming the healthcare system. President Clinton has postponed the delivery of his healthcare reform several times, with no concrete plan being revealed to date. There have been numerous speculations made regarding the exact contents of President Clinton's healthcare reform system, with many of them receiving little open, specific support from the Clinton Administration (Saunders, 1993). The Clinton Healthcare Reform Merline (1993) and Tulsa (1993) report that the proposed healthcare reform system will entail that all workers be covered for healthcare insurance by their employers. For this effort, employers would have to pay 80% of a worker's premiums, with the workers paying the remainder. Ira Magaziner, the Senior White House Adviser on Health Care (Tulsa, 1993) reports that premium costs would be limited to a percentage of an employer's payroll. As an instance of this, the cost for small employers with just a few workers would be capped at 3.5% of their payroll. For large organizations, however, the premium expense cost would be approximately 7-7.5%. In contrast, however, Shenot (1993a) reports that small employers need not worry about being able to pay for the insurance premiums of their employees. This is because,
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Approximate Word count = 5068
Approximate Pages = 20 (250 words per page)

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