Winning in the Womens Health Care Marketplace: A Comprehensive Plan for Health Care Strategists

Industry surveys indicate that women are responsible for at least 75 percent of the nation′s consumer health care decisions. American women hold the power in determining how their family′s health care dollars are spent. And, as their life expectancy continues to outdistance men′s, women will purchase many more years of health care services than their male counterparts.

Sponsored by the National Association for Women′s Health, Winning in the Women′s Health Care Marketplace outlines a systematic approach for creating a powerful health program that will capture the attention and loyalty of the emerging women′s market. This comprehensive resource is a synthesis of the nation′s best practices for the responsible and profitable delivery of a new model for health care services delivery, one in which the female consumer is a pivot for success. The stellar panel of contributors offer a wealth of knowledge and practical strategies in the three critical areas that impact a woman′s choice of health care providers: 1) education and information 2) convenient diagnostic and clinical services, and 3) sensitive treatment by health care providers.

Winning in the Women′s Health Care Marketplace contains vital information about the fundamentals of retail health care trends and an overview of the market and legislative factors that are putting the spotlight on women′s health. Including a wide variety of proven models for care, including aggressive approaches to preventive medicine and case management, the book offers an important analysis of the marketing and communication tools needed to link with women as patients and consumers––as well as a definition of the services that must be in place for a women′s health program to succeed. This new model for health services delivery weaves community care networks, niche markets, and new marketing approaches into a text that does not forget the importance of the bottom line as it taps into the tremendous power of the women′s health care marketplace.

An A–to–Z approach for creating a health program that will attract and keep women customers

Overwhelmingly, women are responsible for deciding how America′s health care dollars are spent. If health care providers are to succeed in the coming years, they must meet the challenge of satisfying the needs of this powerful market. Written by an exceptional panel of experts in women′s health, Winning in the Women′s Health Care Marketplace synthesizes the nation′s best strategies and practices for creating a health program that will capture the attention and loyalty of the emerging women′s market.

"With this book Genie James–the most knowledgeable woman in the country on women′s health–has hit another home run!" ––Pamela Maraldo, Director of Managed Care Programs and joint appointment with the School of Nursing and Business, Columbia University, New York

"Winning in the Women′s Health Care Marketplace offers readers an exceptional return on their investment. Health care leaders, decision makers, and strategists will recognize the value of integrating women′s health services into existing health systems." ––Elizabeth Reich, president, National Association for Women′s Health

"The next ′big thing′ in health care will be the individual health care consumer. This book is written for those that want to understand and tap into the tremendous power of the female consumer. Genie James gets this revolution just right, offering a useful guide for anyone entering this marketplace." ––Edward O′Neil, Center for the Health Professions, University of California, San Francisco

Preface xi

Acknowledgements xv

The Author xix

Part One: The Health Care Gatekeepers: Women Hold the Keys 1

1 Understanding the Women s Health Marketplace 3
John Kaszuba

2 The Women s Health Movement 24
Genie James

3 Consumer Pressure Meets Public Policy 34
Genie James

4 Following Women s Dollars 46
Genie James

5 Adapting Product Lines and Information Technology for the Consumer 55
Genie James

Part Two: Women s Health Care: Mission, Managed Care, and Market Share 67

6 Success Factors for Providers of Women s Health Services 69
Kathleen C. Hanold

7 Private Sectors and the Women s Health Market 77
Rita J. Menitoff

8 Integrated Systems of Care for Women s Health 88
Jaynelle F. Stichler

9 The Social Reconnaissance Approach for Understanding Women s Health 111
Michael R. J. Felix, James N. Burdine

10 The Underserved Women as a Business Consideration 134
Genie James, Stacy A. Graham, Laura J. Reed

11 Getting the Most from Each Marketing Dollar 158
Genie James

Part Three: The Hands Touching the Patients: Models for Care 169

12 Physician Integration: When to Partner 171
Jeffrey B. Persson

13 Practicing Care: The Nurse Practitioner Model 185
Jeffrey B. Persson

14 Employer Strategies: Women in the Workforce 195
Genie James, Holly E. Owens

15 Creating Healing Environments for Women 207
Jaynelle F. Stichler

16 Women s Health as a Strategic Initiative 218
Genie James, C. Ann Boeke

17 Medicare Risk: Evolution and Implications for Women 226
Kimberly Weiss

18 Relationship–Centered Care: Hope on the Horizon 246
Genie James

19 Conclusion 258
Genie James

Index 263

GENIE JAMES is a strategic business development consultant in Nashville, Tennessee. James was formerly Executive Vice President of Managed Care and Marketing for PrinipalCare, Inc. and a Director of the Integration Services Group for Quorum Health Resources, LLC. She is the author of Making Managed Care Work.

"this book contains valuable business information to healthcare business executives, hospital top administrators, and other healthcare organizations interested in marketing services to women consumers. Physicians who are medical directors of women′s health centers will find this a handbook of strategic indicators and modules of care which will serve as a compass for planning services to women." ––––Doody Publishing, Inc.

"With this book Genie James–the most knowledgeable woman in the country on women′s health–has hit another home run!" ––Pamela Maraldo, Director of Managed Care Programs and joint appointment with the School of Nursing and Business, Columbia University, New York

"The next ′big thing′ in health care will be the individual health care consumer. This book is written for those that want to understand and tap into the tremAndous power of the female consumer. Genie James gets this revolution just right, offering a useful guide for anyone entering this marketplace." ––Edward O′Neil, Center for the Health Professions, University of California, San Francisco

"Winning in the Women′s Health Care Marketplace offers readers an exceptional return on their investment. Health care leaders, decision makers, and strategists will recognize the value of integrating women′s health services into existing health systems." ––Elizabeth Reich, president, National Association for Women′s Health