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A Marketing Assessment of Beneficiaries at Kimbrough Army Community Hospital
Final rept. Jul 1992-Jul 1993
ACADEMY OF HEALTH SCIENCES (ARMY) FORT SAM HOUSTON TX HEALTH CARE ADMINISTRATION
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The leadership of Kimbrough Army Community Hospital KACH has been forced to rely on a shrinking body of guidance upon which to base the organizations strategic plan. It was decided that alternative sources of guidance must be found and that the military healthcare beneficiary should be looked to as the first new source of guidance. A review of the literature suggests that one way to secure this input from beneficiaries is through the use of a survey instrument. The purpose of this study is to describe the process of gathering beneficiary input through the use of a survey instrument. Hypotheses and findings are listed. Significant differences in satisfaction levels were found to exist among beneficiary groups. Retiree beneficiaries reported the highest levels of satisfaction with existing services while active duty beneficiaries reported the lowest levels of satisfaction with existing services. Significant differences in support for inpatient psychiatric care were also found to exist among beneficiary groups with support highest among active duty family members and lowest among retirees. Also, levels of patient satisfaction with services and clinics were measured. Mean satisfaction levels were highest for the EENT clinic and lowest for the Emergency Room. Marketing, Patient satisfaction, Needs, Wants, Demands, Survey, Courtesy, Respect, Perceptions.
APPROVED FOR PUBLIC RELEASE