A Project to Develop a Marketing Plan for Dwight David Eisenhower Health Service Region by Audit

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.

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Document Details

Document Type
Technical Report
Publication Date
Apr 01, 1991
Accession Number
ADA261735

Entities

People

  • James R. Alarcon

Tags

DTIC Thesaurus Topics

  • Business Administration
  • Control Systems
  • Data Analysis
  • Health Care
  • Health Care Facilities
  • Health Services
  • Hospitals
  • Literature Surveys
  • Market Research
  • Marketing
  • Medical Personnel
  • Military Hospitals
  • New York
  • Organizational Structure
  • Physicians
  • Public Relations
  • Students

Fields of Study

  • Business

Readers

  • Defense Acquisition Program Management
  • Medical or Health Care Field.