The Politics of Health Care

Journal of Medical Marketing, Vol. 10, pp. 305-311, 2010

8 Pages Posted: 4 Aug 2011 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing

R. Lawrence Van Horn

Vanderbilt University - Strategy and Business Economics

Steve Hoeffler

Vanderbilt University - Marketing

Date Written: July 1, 2010

Abstract

This article reports the survey results from attendees at a large US health-care conference. Conference attendees were polled on a number of healthcare reform issues along with some basic demographic information. Few significant differences were found based on respondents’ gender, or surprisingly even whether they were employed in the health-care industry. Rather, the most striking differences occurred along political party lines: Democrats supported the allocation of tax dollars to health-care programs (for example, supporting the uninsured), whereas Republicans did not seek solutions through tax increases. These differences hold for both healthcare industry insiders and consumers of health care, which portends significant challenges in this industry and potential opportunities for the health-care marketer. We replicated our findings on a national random sample, wherein respondents were solicited without association with any health-care conference or event.

Keywords: health-care costs, trade-offs, political party, conjoint analysis

Suggested Citation

Iacobucci, Dawn and Van Horn, R. Lawrence and Hoeffler, Steve, The Politics of Health Care (July 1, 2010). Journal of Medical Marketing, Vol. 10, pp. 305-311, 2010. Available at SSRN: https://ssrn.com/abstract=1904586

Dawn Iacobucci

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

R. Lawrence Van Horn

Vanderbilt University - Strategy and Business Economics ( email )

Nashville, TN 37203
United States

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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