A large National MCO recently entered the major Southwest Metropolitan Market the major care plan appreciate that which and intensive advertising campaign and sales effort it would have 75 thousand subscriber after 2 years they planned and changing a premium of 1800 per subscriber marketing and personal cause directly related to an effort where appreciated to be 250 per subscriber prior to the mco entry into the market two of the large tertiary facilities in the region began to offer their own managed care plan into a pho arrangement with the medical staff . the result was aggressive discontent off discontent of the Managed Care premium the national MCO chain drop its premium to 1400 per subscriber direct cost remain the same yet because of the competition the national MCO was only able to enroll 45000 subscribers what was the variance because of the failure to get the gross marketing contribution what was the variance due to the lack of enrollment success.