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GfK Healthcare | November 2010 | |
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What’s Happening to Your Health Plan?  When thinking about the health care reform bill, most Americans, and probably most pharmaceutical marketers and marketing researchers, focus on the bill’s provision of health care coverage for tens of millions of people who are currently without any, or adequate, health insurance. While this is a consequence of the legislation, other aspects of reform deserve special consideration as well – especially by those in our profession. This month’s published article for The Orange Pages discusses two recent Wall Street Journal articles about health care that pharmaceutical marketers and marketing researchers should read. The first focuses on open enrollment. The complicated dance that occurs in the process, involving insurers, employers and employees, makes it an activity well worth our careful study and consideration. It will be interesting to see what impact decisions made by millions of people over the next few months will have on health care consumption, and thus on the consumption of health care companies’ products. One way we can track this information is by using social marketing to understand patients’ approach to health care issues. But how we access such data is critical. Using devious means to do this is reprehensible, and back-coding individual IDs onto the information to permit its use for targeting purposes via “scraping,” as discussed in the second Wall Street Journal article, is nothing short of scandalous. To download the complete November 2010 discussion on what’s happening to your health plan, please click here. NEW! Orange Pages archive now available. Click here to access PDFs of every Orange Pages issue dating back to 2006.  Are You Receiving The Orange Pages? The monthly issue-based discussions that we publish in this newsletter can also be distributed to you in hardcopy format via a complimentary subscription-based resource we publish for our clients called The Orange Pages. The Orange Pages is intended to serve as a living, breathing resource of “Information, Education and Issues Exploration for Today’s Health Care Marketing Researcher” that we hope will be read with interest and kept within reach for ongoing reference. The format is a three-ring binder designed to hold packets of content that we will develop and distribute on a variety of topics. Content packets will come to you in an easy-to-identify (and appropriately colored) orange envelope and be delivered on a monthly basis. The materials will be three-hole punched for convenient one-click assembly into your binder.  If you would like to receive a complimentary copy of The Orange Pages binder, and get on our distribution list for monthly addendums, please fill out the form below. Want to learn more on this topic? Please contact:  |