MARKETING - APPLICATIONS IN A MILITARY HEALTH-CARE SETTING

Military health care leaders must recognize the importance of satisfie d consumers. As part of this recognition, the focus of military medici ne must change from a coercive-power to a reward-power system. This ch ange highlights the need for business practices such as marketing. Enc ouraging military health care administrators to learn and understand t he applications of the marketing variables will enhance demand managem ent and health care delivery for beneficiaries. This paper describes s ome applications of marketing variables, informs the military health c are administrator about the process of marketing, and describes the ut ility of marketing in the current paradigm shift in military health ca re delivery.