Utilization of a Marketing Strategy at Naval Regional Medical Center Great Lakes, Great Lakes, Illinois

摘要

The study examines the question of whether or not civilian marketing practices and principles can be applied in the military care setting. Using the NRMC Great Lakes as a basis, the answer is yes--consumers of military medical care are ready to be the recipients of health care marketing. The author found that several areas of need in the target market were not being satisfied by this naval MTF, despite the fact that it believed it was doing a good job. The military health care system may greatly benefit from the adoption of civilian marketing principles. However, there may be barriers to this occurring as well. Marketing will attune each military medical facility to its unique consumers. (kr)