Healthcare Plan Needs Assessment: A large regional HMO approached MDRG with a request for research to facilitate their understanding of the healthcare plan category in a market they would possibly enter in the near future. Qualitative research revealed that one competitor with a strong image and reputation currently dominated the market. Research also identified the specific characteristics and features of the HMO category that contributed to its relatively low esteem in the market. This research was followed up with a quantitative study which provided the necessary information for developing a positioning strategy that would appeal to consumers in the market who were most open to switching healthcare plans and least satisfied with the current selection of health plan providers.
