醫院自費醫療服務經營之調查研究

An Examination and Study on Hospital Self-Pay Services

吳家勳(Chia-Hsun Wu)

指導教授 ： 李伯謙

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

由於全民健保等多項醫療政策的實施，醫療環境急遽的變化，造成醫療院所面臨前所未有的競爭。醫院積極發展各項自費醫療服務，其單位特性、管理制度與經營策略，可能影響組織發展與經營績效；自費醫療服務單位客戶來源差異，進而發展出不同行銷模式，也可能影響經營績效。本研究分別由經營現況、主管認知、經營績效對醫院自費醫療服務單位進行瞭解。
本研究選取醫院自費醫療服務單位的健檢中心、美容中心、附設護理之家、呼吸照護病房、附設產後護理之家為研究調查對象，針對單位主管進行郵寄問卷調查，共寄出454份問卷，回收有效問卷159份，有效問卷回收率為35.48%。本次問卷調查的內容包含單位特性、管理制度、資源相依程度、客戶來源、優先策略、策略類型、環境影響認知、經營績效評估等八項為評量的構面。研究結果為：
一、各類型自費醫療服務單位行銷公關活動屬保守型，依單位特性在管理制度、客戶來源有所差異。
二、醫院自費醫療服務單位經營策略以防禦者、分析者為多數，主管依單位類型及醫院權屬別在優先策略選擇有所差異。
三、醫院自費醫療服務單位經營績效以服務品質提升績效最高，獲利率績效最低，依單位類型及醫院權屬別在經營績效有所差異。
根據研究結果提供建議，供醫院經營者在發展及改善自費醫療服務經營之參考。

關鍵字

自費醫療服務 ； 管理制度 ； 客戶來源 ； 經營策略 ； 經營績效

並列摘要

For the implementation of many medical treatment policies such as national health insurance, dramatic changes bring impact to the medical environment, consequently, hospitals and clinics are confronted with unprecedented competition. Hospitals are actively developing various Self-Pay services, and the characteristics of these units, management system and operational strategy might bring influence on organizational development and operational performance. The customer source of Self-Pay service units is quite different, and as a result, different marketing models are developed, and the difference also has an influence on operational performance. This research studies Self-Pay service units of hospitals through these aspects of operation situation, supervisors’ perception, and operational strategy.
Self-Pay service units including health evaluation center, beauty center, nursing home, respiratory care ward, postpartum care of hospitals are chosen as the research subjects, questionnaires are distributed to people in charge of these units. 454 questionnaires were sent, 159 valid ones are returned, and the return rate for valid questionnaire is 35.48%. The content of the questionnaire covers characteristics of the unit, management system, resources interdependent extent, customer source, priority strategy, strategy category, environment influence perception, and performance evaluation etc. 8 items as the evaluation structure. The research results made by the study are:
1. the marketing and public relation activities of these Self-Pay service units can be categorized as conservative type, and it varies in terms of management system and customer source according to different characteristics of units.
2. the operational strategy of Self-Pay service units is mostly of defensive type and analyzing type, and the person in charge has certain different choices over their priority strategy according to unit category and hospital ownership;.
3. concerning operational performance of these Self-Pay service units, the performance of service quality improvement is the highest, the performance of profitability is the lowest, and it varies according to unit category and hospital ownership.
This study then raises recommendations based on the above research results, for reference by hospital operators in developing and improving Self-Pay services and management.

並列關鍵字

Self-Pay services ； management system ； customers source ； business strategy ； operational performance

參考文獻

37.盧瑞芬、謝啟瑞（2003），「臺灣醫院產業的市場結構與發展趨勢分析」，《經濟論文叢刊》，第31卷第1期， 107-153。

6.王如萱（2004），「臺灣地區醫療市場競爭程度對醫院自費醫療服務之影響」，未出版碩士論文，臺北醫學大學醫務管理研究所。

8.中華民國長期照護專業協會(2004)，《台閩地區長期照護資源名冊2004年版》，台北：中華民國長期照護專業協會。

10.朱文洋（2001），「中小型醫院經營經營策略與經營績效之探討－以平衡計分卡之觀點分析」，未出版碩士論文，中山大學人力資源管理研究所。

22.陳言昇（2002），「探討自費健康檢查受檢者忠誠度之相關研究--以平衡計分卡觀點」，未出版碩士論文，元智大學工業工程與管理研究所。。