Since Taiwan implemented its National Health Insurance scheme in 1995, the local heath care market has changed significantly, with hospitals becoming more commercialized and competition intensifying. Simultaneously, patients have begun increasingly to exercise their rights regarding the source and procedures of their medical care. Hence, hospitals have begun to realize the importance of Hospital Marketing and Public Relations (HMPR). Many hospitals have established a MPR department to raise public trust, alter existing public conceptions, and improve the relationship between hospital and patients. This study evaluates the perspectives of the general public and health professionals regarding the importance of hospital marketing and public relations activities and the role of MPR professionals in hospitals. Additionally, public preferences regarding the types of MPR activities required to improve the image of hospitals is investigated, as is the level of importance associated with such activities. Results in this study can provide a valuable reference for decision-makers in Taiwanese hospitals.