Accession Number : ADA261733
Title : A Study of Marketing Strategies for the Enhanced Utilization of Partnership Cardiovascular Services at USAF Medical Center Wright-Patterson.
Descriptive Note : Final rept. Jul 91-Jul 92,
Corporate Author : ACADEMY OF HEALTH SCIENCES (ARMY) FORT SAM HOUSTON TX HEALTH CARE ADMINISTRATION
Personal Author(s) : Palmisano, Frank W
Report Date : Jun 1992
Pagination or Media Count : 56
Abstract : This graduate management project has attempted to initiate the design of a marketing strategy that will increase utilization of civilian partnership cardiovascular surgical services at a large Air Force medical center. This study was an expansion of a previous U.S. Army-Baylor University graduate management project performed at USAF Medical Center Wright-Patterson (WPMC). The previous study hypothesized that ...additional cardio-thoracic ... workload may be available in the local catchment area (Lewis, 1991). While projecting surgical workload can prove to be very difficult, the data in this case clearly shows that projected workload and market share estimates were not met at this facility. The author describes previous efforts made to estimate projected utilization, and reviews utilization data collected to date. This study also includes a review of the facility's marketing efforts to date, its strategic plan with regard to marketing, and also any command philosophy as it pertains to the increased usage of specific services at an Air Force Medical Treatment Facility. Two specific protocols for the design of a marketing plan are outlined, and a compilation of ideas from these two sources are presented as an example for use at this facility.
Descriptors : *MARKET RESEARCH , *MARKETING , *MEDICAL SERVICES , *WORKLOAD , *UTILIZATION , *SURGERY , STRATEGY , MANAGEMENT , FACILITIES , SURGEONS , PHILOSOPHY , MILITARY SURGEONS , THESES , ESTIMATES , MILITARY MEDICINE , AIR FORCE FACILITIES , EXPANSION
Subject Categories : Medicine and Medical Research
Medical Facilities, Equipment and Supplies
Distribution Statement : APPROVED FOR PUBLIC RELEASE