The effects of method of presenting health plan information on HMO enrollment by Medicaid beneficiaries.

Marketing strategies are critical for enhancing HMO enrollments among Medicaid beneficiaries when they are provided a choice of health plans. This study examined one component of marketing HMOs--the method of communicating the HMO's attributes. The purpose of the analysis was to determine if characteristics of Medicaid beneficiaries who enroll in HMOs vary by method of communicating information about health plan options. Data were analyzed from the marketing component of California's Prepaid Health Research, Evaluation, and Demonstration (PHRED) project. Five communication methods are examined in the article: brochure, film, county eligibility worker presentation, state representative presentation, and HMO representative presentation. The analysis reveals that each communication method is most effective with a different type of beneficiary. No single consumer characteristic is related to HMO enrollment across all five methods, although lack of a private physician and dissatisfaction with a current provider are associated with choice in four methods. Film is the best method for attracting persons who have an ongoing relationship with a provider.