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):

Report Date:

1991-04-01

Pagination or Media Count:

123.0

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.

Subject Categories:

  • Economics and Cost Analysis
  • Medicine and Medical Research
  • Medical Facilities, Equipment and Supplies

Distribution Statement:

APPROVED FOR PUBLIC RELEASE