For FFS Marketing, It’s Payer Push & Consumer Pull

One increasingly common market scenario for health and human service organizations is competing for consumers whose treatment services are reimbursed on a fee-for-service basis by health plans. This is probably the most difficult scenario for financial sustainability – dependent on a high volume of low-cost units of service. While marketing doesn’t deal directly with the unit cost issue (except in contracting), the volume component of sustainability is all marketing.

This is a tricky marketing situation – one that requires payer contracts and consumer selection. Two very different marketing skills – push marketing for payers and pull marketing for consumers . . .