A Marketing Study of the Impatient Pharmacy Branch Dwight David Eisenhower Army Medical Center
Study rept. Jul 1983-Jul 1984
ACADEMY OF HEALTH SCIENCES (ARMY) FORT SAM HOUSTON TX HEALTH CARE ADMINISTRATION
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This study developed a plan for marketing the Inpatient Pharmacy Branch, Pharmacy Service, Dwight David Eisenhower Army Medical Center. The plan was developed through the use of both a marketing audit and interviews of representatives of the major publics. The author concluded with an extensive plan to market the pharmacy. The objectives of the research project were to 1. Conduct a marketing audit of the Inpatient Pharmacy Branch IPB which included Analysis of the IPBs existing activities Identification of the IPBs major publics Determination of the needs, wants, and desires of those major publics Determination of the attitude and satisfaction level of each public toward the IPB Identification and specification of problems or problem areas, and Identification and specification of the strengths of the IPB. 2. Determine the goals and objectives of the IPB 3. Analyze the operations of the IPB through application of the marketing mix price, place, promotion, and product to the data derived from the marketing audit for the purpose of developing and analyzing marketing strategies for the IPB as part of the marketing plan and 4. Develop a marketing plan for the Inpatient Pharmacy Branch, Pharmacy Service, DDEAMC. Keywords Theses, Health administration.
- Economics and Cost Analysis
- Medical Facilities, Equipment and Supplies