Accession Number : ADA203012


Title :   Utilization of a Marketing Strategy at Naval Regional Medical Center Great Lakes, Great Lakes, Illinois


Descriptive Note : Master's thesis


Corporate Author : ACADEMY OF HEALTH SCIENCES (ARMY) FORT SAM HOUSTON TX HEALTH CARE ADMINISTRATION


Personal Author(s) : Hiatt, Kathleen A


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a203012.pdf


Report Date : 01 Jun 1983


Pagination or Media Count : 101


Abstract : This study examines the question of whether or not civilian m arketing practices and principles can be applied in the military care setting. Using the NRMC Great Lakes as a basis, the answer is yes--consumers of military medical care are ready to be the recipients of health care marketing. The author found that several areas of need in the target market were not being satisfied by this naval MTF, despite the fact that it believed it was doing a good job. She believes that the military health care system may greatly benefit from the adoption of civilian marketing principles, but feels that there may be barriers to this occurring as well. Marketing will attune each military medical facility to its unique consumers.


Descriptors :   *NAVAL PLANNING , *MARKETING , *MEDICAL SERVICES , TARGETS , MILITARY MEDICINE , ILLINOIS , CIVILIAN PERSONNEL , CONSUMERS , GREAT LAKES , HEALTH , STRATEGY , MILITARY FACILITIES , MILITARY APPLICATIONS


Subject Categories : Administration and Management
      Medical Facilities, Equipment and Supplies


Distribution Statement : APPROVED FOR PUBLIC RELEASE