Vanderbilt University’s Owen Graduate School of Management will establish a new corporate-funded research center focused on health care markets. Through a substantial lead gift made by an anonymous corporate donor, the center will launch during the summer of 2016 with ongoing financial support from corporations whose business will be affected by changing demand for health care.
The Center for Health Care Market Innovation will be a hub for the evolution of health care markets. It will conduct research on the demand for health care, how it is changing, and the capacity for new financing and delivery models to successfully meet changing consumer needs.
The new center will concentrate on:
- Understanding health care market trends including consumption; decision making; education; supply and demand; economic factors; and other related aspects;
- Tracking and developing research into the shifting nature of employer-sponsored health insurance, including the move to high deductible and defined contribution approaches;
- Convening national academic and business leaders in relevant conferences focused on the demand for health care services; and
- Conducting industry sponsored research.
Van Horn said Vanderbilt marketing professor Steve Hoeffler will jointly direct the center’s work, given the importance of marketing to inform health care customers’ needs.
“At its core, marketing focuses on understanding the needs and wants of consumers, segmenting markets based on those consumer desires, and proving unique and tailored solutions towards each specific segment,” Hoeffler said. “The emergence of the consumer in health care has created the need to adapt and employ these marketing techniques.”
For more information about health care management programs at the Owen School, see vu.edu/owenhealthcare.
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