一般民眾對醫院行銷公關認知之研究

Investigation of Public Preferences Regarding Public Relations Activities by Hospitals

林進財(Chin-Tasi Lin) ； 周瑛琪(Ying-Chyi Chou) ； 郭亭玉(Ting-Yu Kuo)

《醫護科技學刊》 3卷4期 (2001/10) Pp. 350-357

https://doi.org/10.6563/TJHS.2001.3(4).5

摘要

台灣地區自1995年全民健康保險制度實施後，醫院企業化經營興起，以及國人對醫療權益重視等衝擊，使醫院逐漸開始重視行銷公關(hospital marketing public relations; HMPR)，希望藉由良好的公關活動推展醫院行銷計劃，使民眾對醫院產生信心，改變就有形象，建立良好醫病關係。本文藉由了解一般民眾與醫院專業人員對醫院行銷公關活動的重要性、行銷人員角色的扮演，以及提昇醫院形象的公關活動認知偏好，獲得一些重要性質。本文之研究結果，可提供台灣地區醫院決策者擬定行銷公關政策之參考。

關鍵字

醫院行銷 ； 醫院行銷公關 ； 醫院公共關係

並列摘要

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.

並列關鍵字

hospital marketing ； hospital marketing public relations ； hospital public relations