The Gaps between International Medical Marketing Strategy and Factors of Foreign Customers' Hospital Selection in Taiwan
國際醫療 ； 行銷策略 ； 就醫選擇 ； international medical services ； marketing strategy ； patients’ hospital selection
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行政院經建會與衛生署，於2007年將「醫療服務國際化旗艦計畫」列為「2015經濟發展願景第一階段三年衝刺計畫」，2009年再提出健康照護升值白金方案行動計畫-醫療服務國際化旗艦計畫(2009-2012)，明訂積極推動國際醫療服務的政策。 本研究旨在瞭解台灣發展國際醫療至今，國際醫療顧客及醫療院所對來台接受服務的原因與相關考量，分析已在國內推行國際醫療院所之行銷策略，探討其運用模式的優劣；以作為台灣發展國際醫療服務之參考。 本研究以橫斷性研究並採自填式結構問卷進行分析，客制化設計符合所需之英語問卷內容。研究對象為近年曾來台就醫的國際人士以及已推行國際醫療之醫療院所。國際醫療顧客共發出59份，有效回收53份，回收率為89.8%；醫療機構發出37份，有效回收33份，回收率為89.2%。資料處理使用SPSS18.0版軟體，經以卡方檢定(Chi-square test) 和事後比較－Scheffe法進一步進行統計分析，主要的結果如下： 一、在國際醫療顧客方面：選擇國家的考量是「醫療水準」，選擇醫院的考量是「醫師口碑」；就醫原因以居住地「技術不足」為多數，「親友介紹」為最主要的訊息管道，在台期間生活上的困難為「語言」，期待台灣應加強的也是「語言」，並同意台灣醫療收費「低很多」，對整體的滿意情形是「非常滿意」。 二、在推展國際醫療的醫療院所對顧客的選擇認知方面：選擇國家的考量是「語言溝通」，選擇醫院的考量是「醫師口碑」；在就醫經驗裡，來台的就醫原因以居住地當地「費用過高」為多數，「親友介紹」為最主要的訊息管道，在台期間生活上的困難為「語言」。 三、國際醫療顧客及發展國際醫療的醫療院所，在就醫選擇考量因素有差異的項目為：國家的「醫療水準」、醫院的「國際認證」、在來台期間生活上的困難為「文化」因素、應加強項目則是「服務」因素。 四、提供者現行的國際醫療定位及行銷組合策略：參與本研究以醫學中心居多，地理位置以北區為主，國際醫療組織層級以任務編組為多數。現行提供者多以地域、族群及疾病三選項中之二項，來重疊規劃目標市場，目前的客源以自行連絡及平台轉介為主。與異業合作及參與各類活動為主要的通路，收費落點多符合專案工作小組制定的健保1.7倍，屬低價位，推廣定位則以「配合政府」及「靜觀同業」的策略者為多數。 研究者根據以上研究結果，提出建議以作為台灣發展國際醫療服務之參考。
Taiwan, situated in an environment of globalization and industry-liberalization, and with advanced medical techniques, is working hard to promote international medical services (IMS), which is an important approach that will allow Taiwan to upgrade its industry development. Therefore, actively promoting IMS has been listed as a priority by Taiwan’s Council for Economic Planning and Development in its project called “The First Phase of Three-Year Sprint Plan of 2015 Economic Development Outlook – Industrial Development Package”. Although Taiwan has started to promote IMS in 2007 through the “International Medical Ad Hoc Management Center” established by the “Non-governmental Hospital & Clinics Association”, IMS is yet still in the developmental stage. In order to promote the industry more completely, it is necessary to evaluate in depth the possibility of strategic development of IMS in Taiwan. Consequently, this study focuses on two key points. First, to explore the reasons, based on previous experiences, why foreign patients received medical treatment in Taiwan. Second, to further analyze marketing strategies of domestic hospitals that have developed IMS, and then to discuss the pros and cons of their strategies, in order to determine more constructive recommendations to develop better IMS in Taiwan. A cross-sectional study and volitional questionnaire for clients will be used for analysis in this research. A custom-made English questionnaire is designed to meet our needs. The objects of study are foreigners who have come to Taiwan to receive medical treatment during the past three years as well as the hospitals that have already promoted IMS. 59 questionnaires were distributed to foreign patients and 53 were retrieved (with a retrieval rate of 89.8%). Medical institutions distributed 37 questionnaires and 33 were retrieved (with a retrieval rate of 89.2%). For data processing, Chi-square test and Scheffe were used for further statistical analysis via the commercial software SPSS version 18. The main results are: 1. For foreign patients: The main consideration in choosing a country for medical treatment is its “medical standard”, and the consideration in choosing a hospital is in the “reputation of doctors”. The primary reason in applying for medical treatment is “a lack of technique” in the place of residence. The main information channel is through “relatives and friends”. Difficulty faced while living in Taiwan is mainly due to “language” and the foreigners also expect Taiwanese to improve their “language skill”. They agreed that the cost for Taiwan medical treatment is “pretty low”. The overall impression is “very satisfied”. 2. For the patients of medical establishments which promoting IMS: The main consideration in choosing a country for medical treatment is “language”. The consideration in choosing hospital is in the “reputation of doctors”. The primary reason in applying for medical treatment in Taiwan is because of “high cost” of medical treatment in their place of residence. Primary information channel is through “relatives and friends”. The main difficulty of living in Taiwan is also “language”. 3. The divergences of consideration medical apply between foreign patients and patients from medical institutions promoting IMS: “medical standard” of the country, “international authentication” of the hospital. The difficulty of living in Taiwan is mainly “culture difference”. “Service” is the main aspect should be improved. 4. Strategy of current IMS position and marketing combination for survey providers: Establishments which involve in this research is mainly medical centers in north Taiwan. Their level of international medical organization is particularly mission organizing. Current survey providers mostly plan the target market by two of the three aspects which are residential area, population and disease. Current patients were mainly from actively connection and medical system transferring. The primary approaching is cooperating with different industries and attending varies activities. The charge is conformed to 1.7-fold of the charge of National health insurance established by specialized work team which is regarding as low price. Promoting strategies are mostly “co-operating with the government” and “observing other medical services institution”. Basing on this study, the results can provide some valuable opinions and advices for developing IMS of Taiwan.
公共衛生學院 > 醫務管理學研究所
社會科學 > 管理學