Accession Number : ADA261735


Title :   A Project to Develop a Marketing Plan for Dwight David Eisenhower Health Service Region by Audit


Descriptive Note : Graduate management project


Corporate Author : DWIGHT DAVID EISENHOWER ARMY MEDICAL CENTER FORT GORDON GA


Personal Author(s) : Alarcon, James R


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a261735.pdf


Report Date : Apr 1991


Pagination or Media Count : 123


Abstract : This Graduate Management Project will be instrumental in developing marketing plans for Dwight D. Eisenhower Army Medical Center (DDEAMC) that are responsive to the information needs of its publics: providers and patients. The methodology was focused on selected services of the Health Service Regionalization Activity at DDEAMC and followed a marketing audit format: marketing environment audit, marketing strategy audit, marketing organization audit, marketing systems audit, marketing productivity audit, and a marketing function audit. Using the audit findings, the marketing audit process was concluded with a recommended marketing plan for a HSR service provided. Findings were obtained by observation, from secondary data sources, by survey of Key staff at the supported health care facilities, and by informal interviews with personnel responsible for accomplishing the HSR objectives for DDEAMC. Findings consisted of problems associated with marketing knowledge, marketing relationships, and marketing systems.


Descriptors :   *MARKETING , *ARMY FACILITIES , *PUBLIC RELATIONS , *HEALTH CARE FACILITIES , *AUDITING , *MEDICAL SERVICES , METHODOLOGY , STRATEGY , PRODUCTIVITY , SURVEYS , THESES , INFORMATION TRANSFER , OBSERVATION


Subject Categories : Economics and Cost Analysis
      Medicine and Medical Research
      Medical Facilities, Equipment and Supplies


Distribution Statement : APPROVED FOR PUBLIC RELEASE