Development of a Marketing Plan at Naval Medical Center Portsmouth

摘要

Naval Medical Center Portsmouth (NMCP) is operating in a rapidly changing healthcare environment where marketing is quickly establishing itself as a vital decision-making tool. The Commander of NMCP must have the ability to compete in this rapidly changing and sought after healthcare market. The purpose of this study was to develop a marketing plan for NMCP which could build positive exchange relationships with the active duty and beneficiary populations. This study was conducted by using various research methods like document review, participant observation, historical analysis, formal and informal interviewing. The conclusions of the study show that NMCP should be able to anticipate and surpass the needs of the catchment area population by adopting the market based approach and through the implementation and commitment to a formalized marketing effort.