Graduate Management Project (GMP) Retrospective Analysis of Promotional Mediums for Tricare Prime in Tricare Region 11

摘要

This study provides retrospective market research information about the population who enrolled in TRICARE Prime in TRICARE Region 11 and the advertising mediums used to promote enrollment in the TRICARE Prime program. Computerized data elements from a population of over 120,000 enrollment forms provided demographic information about the enrollees and performance of the various advertising mediums. The period of enrollment spanned the timeframe from March 1, 1995 until August 30, 1996. The Military Presentation, the Mail, the Base Newspaper and the TRICARE Service Center were the most popular responses among respondents to a question about how they heard about TRICARE Prime. The observed occurrence of the responses to the advertising question which included the Medical Provider, Other Media, the Civilian Newspaper, the Civilian Presentation, and the CHAMPUS Explanation of Benefits Form were less than an expected frequency of responses. An attempt was made to determine if demographic characteristics were related to the various advertising mediums. Analysis indicated that some statistically significant relationships existed, however the measures of association were extremely low. This study improves understanding about TRICARE Advertising and those who enroll in TRICARE Prime.