A Study of Marketing Strategies for the Enhanced Utilization of Partnership Cardiovascular Services at USAF Medical Center Wright-Patterson.
Final rept. Jul 91-Jul 92,
ACADEMY OF HEALTH SCIENCES (ARMY) FORT SAM HOUSTON TX HEALTH CARE ADMINISTRATION
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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 facilitys 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.
- Medicine and Medical Research
- Medical Facilities, Equipment and Supplies