Year: 2013
Type: article
Study design: Observational Study
Abstract: The Affordable Care Act has specifically identified care coordination as a major component of many of its health reform initiatives.Case Managers are ideally suited to organize care coordination programs and implement these activities.The Case Management Society of America (CMSA) created the Model Care Act to promote the skills, qualifications and role of case managers in the healthcare industry.There is extensive literature that illustrates the challenges nonprofit organizations face in incorporating business concepts such as strategic marketing.Some barriers to developing and implementing strategic marketing plans include: identity or "professionalism" in professional nonprofits, organizational culture and understanding of marketing concepts.The purpose of this study was to assess whether there is a perceived value of case management to the public and other healthcare professionals.Additionally, the study identified existing barriers and recommendations to improve the current marketing strategy.A review of CMSA's current promotion of case management was performed via questionnaires to case managers of the local CMSA chapters located within the lower New York geographic area.Additionally, leaders in the healthcare industry and at the national and local geographic CMSA organization were interviewed regarding the impact of promoting the case management profession.The findings evidenced the need for the Case Management Society of America to expand their marketing strategies to the general public and the rest of the healthcare market.The value of case management to the public and other healthcare professionals has not been substantiated.
Author: Veronica Chepak
Institution: Pace University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W84031312