以層級分析法探討醫學美容院所之就醫選擇因素—以公立區域醫院為例

隨著經濟的發展和醫療科技的進步，台灣的醫學美容產業也跟著先進國家的腳步，不斷蓬勃發展，而日益增多的醫療糾紛及不合理的健保給付，更促使許多醫師轉而投入醫學美容市場。公立區域醫院在發展如醫學美容等自費項目時面臨多重困境，競爭力往往不如醫學中心或醫美診所，故本研究藉由探討民眾對醫學美容之就醫選擇因素，提供經營者策略調整之建議。本研究以層級分析法（AHP）進行探討，經文獻回顧後建構醫學美容就醫選擇的三大構面：「服務品質」、「環境設備」、「行銷推廣」。三大構面下共含十項因素指標。研究對象為屏東某公立區域醫院就診之民眾。研究結果顯示三大構面中以「服務品質」所佔權重最高，而十項因素指標之權重前三名則依序為「醫師技術與診療效果」、「人員態度」及「儀器設備完善」。本研究建議醫美院所之經營，應以提升服務品質為依歸，儘量延攬醫美相關之專科醫師。從業人員除了定期接受專業之進修，也應加強服務態度之訓練。在添購雷射機器之初，應採重質不重量，並可考慮以租賃的方式進入市場。公關或行銷人員則須定期監控網路上各個重要的論壇及社群，並適時地回應惡評。院方應考慮設置獨立於其他病患的窗口來處理掛號，領藥及批價等業務，改善醫美就診者之看診流程。

關鍵字

醫學美容；層級分析法；就醫選擇；醫療服務品質；醫療行銷

並列摘要

With the development of the economy and the progress of medical technology, Taiwan's medical cosmetology has also followed the pace of advanced countries. Nevertheless, the increasing medical disputes and unreasonable health care payments have prompted many doctors to enter the market of medical cosmetology. Public regional hospitals face multiple difficulties in developing self-paid services such as medical cosmetology, and are often not as competitive as medical centers or clinics of cosmetology. Therefore, this study provides suggestions for operators to adjust their strategies by exploring the factors of how people choose medical cosmetology. The study is progressed by Analytic Hierarchy Process (AHP). After the literature review, three main dimensions of people’s choices of medical cosmetology were constructed: medical service quality, environment and facilities, and healthcare marketing. There are ten factors under the three dimensions and the research subjects are the people attending a certain public regional hospital in Pingtung. The results of the study show that "medical service quality" occupies the highest weight among the three dimensions, while the top three of the ten factors are "doctors’ proficiency and clinical effect", "service attitude" and "well-equipped facilities". It is suggested that the operation of medical cosmetology should be based on improving the quality of service, and recruit doctors with associated speciality as much as possible. Moreover, the staffs should not only receive regular professional training but also strengthen the training of service attitude.