Marketing Program: Tripler Army Medical Center, Hawaii
Abstract
The purpose of this study was to develop the initial framework upon which to build an effective marketing program for improving patient satisfaction with outpatient care at Tripler Army Medical Center. The market research instrument for this study was a Patient Opinion Survey which was statistically proven to be valid and reliable. Data was collected from a representative sample of the beneficiary population based on the various status categories (active duty, active duty dependent). Each individual surveyed had just completed a visit with a physical at one of eight major outpatient clinics at Tripler. Multiple regression analysis was performed on the four domains of physician competency, amenities, courtesy, and education. The domains of amenities and courtesy proved to be statistically significant in demonstrating a high degree of association with overall patient satisfaction. Additionally, the amenities domain revealed the greatest amount of dissatisfaction while the courtesy domain indicated the highest degree of satisfaction. Further statistical analysis was performed to determine which of the twenty-one factors contained within the four domains revealed levels of dissatisfaction sufficient enough to warrant being addressed in the market plan.
Document Details
- Document Type
- Technical Report
- Publication Date
- Dec 01, 1990
- Accession Number
- ADA237774
Entities
People
- Michael R. Williams
Organizations
- Academy of Health Sciences