Development of a TRICARE Marketing Plan for Martin Army Community Hospital
Abstract
In the Military Health System, marketing and education about TRICARE for our active duty and retiree families needs a great deal of attention. This is a never-ending and frustrating battle. Most people are not interested in hearing about their medical benefits until they actually need to use them. Today, our audience is no longer captive. They now have a choice. Beneficiaries may choose to use military services or elect to obtain their health care elsewhere. If military members and families are treated poorly at the military personnel or finance office they may complain; yet, they still must use the military provided services. Customers of MACH may complain if treated poorly, but more importantly, they can take their business elsewhere. It's up to the health marketers to make sure the consumer knows about their health system (Roman, 1996). Marketing may be one of the keys to success in the future. By establishing a strong marketing department, a hospital can capitalize on trends rather than be victimized by them (Naidu, Kleimenhagen, and Pillari, 1992).
Document Details
- Document Type
- Technical Report
- Publication Date
- Jun 01, 1999
- Accession Number
- ADA420222
Entities
People
- Keith M. Johnson
Organizations
- Baylor University