The Development of a Marketing Program for Womack Army Medical Center Fort Bragg, North Carolina
Final rept. Jul 96-Jul 97
ACADEMY OF HEALTH SCIENCES (ARMY) FORT SAM HOUSTON TX HEALTH CARE ADMINISTRATION
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Over the past decade, marketing has become a widely accepted business practice in the health care marketplace. This development has been further fueled by the increasing prevalence of managed care in the industry. Managed care, by definition, is a market based enterprise. Its successful implementation requires organizational commitment to market-based principles. This research assesses the design, function, and success of a variety of health care organizations geographically located in TRICARE Mid-Atlantic Region 2 North Carolina and Virginia. The survey results profile and compare the demographic characteristics, managed care participation, and marketing use and development of for-profit, not-for-profit, and government health care organizations. The study results are assessed based on their implications for the development of a successful marketing program for Womack Army Medical Center at Fort Bragg, North Carolina. Recommendations are made concerning the optimal design, function, staffing and organizational interfaces that will allow Womack to best meet the demands of the managed care environment.
- Economics and Cost Analysis
- Medicine and Medical Research