A Public Sector Marketing Model for Assessing the Success of Public Health Programs

Abstract

The purpose of this research is to develop a public sector marketing model that is designed to assess the success of public health care programs. The model is then applied to the new ''Healthy Beginnings'' program of the Alabama Medicaid Agency. Justification for this work comes from the public demanding more accountability for funds spent on aiding the disadvantaged. Often a program is developed, the money appropriated and expended without knowing afterward whether or not the dollars spent accomplished (or are accomplishing) the task determined at the outset. The study first presents the underlying nature of the public sector marketing problem, the model is presented and finally an application of the model is discussed. Favorable results were obtained from the first application of the model which included focus group meetings and telephone surveys. As a result, the Alabama Medicaid Agency decided to continue and enhance their Healthy Beginnings program.