醫院行銷活動對其形象影響之研究

Research of Hospital Marketing Actvities and the Influence on Hospitals' Images-Example from a Medical Center in Taipei

陳宏一(Hong-I Chen) ； 閻中原(Chung-Yang Yen) ； 劉文雄(Wen-Shyong Liou) ； 王炳龍(Bill-B. L. Wang) ； 林峰輝(Feng-Hui Lin) ； 吳丕玉(Pi-Yu Wu)

《醫務管理期刊》 5卷2期 (2004/06) Pp. 135-151

https://doi.org/10.6174/JHM2004.5(2).135

摘要

全民健保實施後，大型醫院急速擴張，醫療市場競爭日趨白熱化等，醫院已逐步朝企業化經營，除了爭取健保給付的績效表現外，亦開發自費項目的醫療消費市場，故行銷公關與醫院形象塑造，將成為醫療市場的重要工作。
本研究透過民眾、參訪團體、病患、及外包人員等各種對醫院行銷活動參與程度不同的群體，分析其對醫院形象認知的差異情形。本研究收案數社區民眾996位、參訪團體87位、門診病忠545位及外包員工259人等合計1887人，以自擬結構式問卷，收集研究對象之基本資料，行銷活動參與程度及形象認知情形。而行銷活動參與程度是以研究對象是否聽過或參與過所列之十項行銷活動，形象認知情形是以研究對象對十五項形象屬性之重要性及醫院績效表現作為評估。
本研究結果為醫院提出之行銷方案中除「廣播講座」行銷活動外，其餘約有助於醫院形象之提昇，而行銷活動中，又以衛教類型之活動包含「社區衛教」、「院內衛教」及「門診單衛教」最具提昇形象之效果。另外辦理「醫院參訪」及「藝文展覽」等活動，亦對形象的提昇具統計上顯著。建議醫院持續並加強辦理院內及社區之衛教活動，以提昇醫院之專業形象，使醫院行銷活動協助醫院深耕社區，進而加強醫院之經營績效。

關鍵字

行銷活動 ； 醫院形象

並列摘要

Although hospitals are in the realm of nonprofit business, large-scale hospitals are quickly expanding, and the competition in the healthcare market is increasing significantly, due to the implementation of National Health Insurance in Taiwan. The consequence is that hospitals are gradually becoming more business oriented. Besides the achievements in the results of adopting payment style, a self-payment approach is also developed in the medical market. Public relation and the corporate image will be important tasks for the healthcare market.
This study permeates all groups, i.e. the general public, visitors groups, patients, and subcontractors that would participate in hospital marketing activities at different levels; and analyses their perception of hospital image. Total of 1887 persons were included in this study: 996 subjects from community setting, 87 visitors groups, 545 outpatients, and 259 subcontractors. A self-drafted structural questionnaire was used to collect baseline information regarding subjects' participation in hospital marketing activities and their perception of hospital image. Additionally, the level of participation in marketing activities was based on whether the subjects ever heard of or participated in the 10 marketing activities taken as examples. Perception of hospital image was based on the importance and evaluation that each subject attached to the fifteen image attributes.
The results of this study reveal that certain marketing plans of the hospitals should be addressed. Besides ”Broadcast Lectures” activities, all other forms of marketing activities were helpful for enhancing hospital image. Other marketing activities for types of sanitary health education activities, such as ”Community Sanitary Health Education”, ”Hospital Sanitary Health Education”, and ”Individual Outpatient Sanitary Health Education”, had the greatest impacts on uplifting image. ”Hospital Interviews” and ”Literature and Fine Arts” activities had statistical significance for uplifting images. In order to uplift hospitals' specialized images, it is recommended that hospitals should be continuing in strengthening the conduction of health sanitation activities in hospital and community settings. The approach will enhance the hospitals ability for market competition.

並列關鍵字

Marketing activities ； Hospital image

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