“How Word of Mouth Impacts Medicare Product Launch and Product Design”, Measuring Word of Mouth Vol. 3, Word of Mouth Research Symposium, 2007.

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In 2005 we began working with Humana’s Senior Products group to help them plan their marketing strategy for new product launches that were planned for 2006, when Medicare plans were mandated by law to begin including prescription drug coverage. Our tool helped Humana make a number of important predictions and it elucidated key aspects of how WOM would impact the outcome of their marketing initiatives.

One year after the launch of the new Medicare plans, Humana had moved from sixth largest to second largest provider of Medicare plans in the United States.

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