門診病患與醫院員工對媒體行銷的認知-以中部某醫學中心為例

The Recognition of Outpatient and Employees in Hospital to Media Marketing-by Example of One Medical Center in Middle Taiwan

洪汝仰(Zu-young Hung)

指導教授 ： 蔡輝彥 ； 張明正

亞洲大學/健康學院/健康管理研究所/碩士(2005年)

摘要

面對醫療市場的競爭日益激烈及醫療服務成本上升等因素影響下，“醫療媒體行銷”成為醫院經營者最重要的課題。以往醫院的數目不多，醫療市場是一個低競爭性的市場；當醫院的數目增加之後，醫療市場的競爭性逐漸增加，醫院為求生存，就必須瞭解它的市場需求，有效的運用資源，將之轉換成適當的醫療服務，提供給需要的民眾，醫院媒體行銷乃應運而生。
行銷是組織的核心活動之一，組織為了永續經營，必須了解其市場、吸引足夠的資源並將之轉換為適當的產品或服務，並有效地分配至各種不同的消費大眾，重點在設計組織所能提供的服務以滿足目標市場，並運用適當的價格、溝通與分配以服務市場。醫療服務機構亦是如此。
醫院員工與一般民眾對醫院行銷的看法，均贊成行銷是廣告、公關、推銷的一種；而兩者也認為行銷是無法建立醫學人文的形象。「醫院行銷工具」對醫院影響程度普遍認為：醫學論文雜誌發表、醫療網路諮詢及廣播電台訪問對醫院並無影響。而報社新聞刊登及院內刊物對醫院影響很高；對於電視新聞報導、民眾口耳相傳，及社區健康檢查對醫院影響非常高。最有效之行銷工具，均認為網路及電視、報社為有效之行銷工具，而各媒體的廣告形式最能受到吸引，則以透過電視、報社及網路作為廣告形式最能吸引大眾。依各媒體作為醫院或服務參考依據，以電視新聞報導、醫院門診時間表及網路做為就醫選擇依據。對於各媒體充分達到傳達資訊傳遞的目的認知存在著差異，由於認知上的不同，常藉由電視、報社及網路來達到傳達資訊的目的。各媒體有誇張、扭曲事實，因此建立醫院形象主要還是透過網路、電視及報社來達成。各媒體之運用與社區民眾結合認知，則是藉由電視、廣播及網路來完成，其中由於廣播具有區域及地域性，能夠凝聚結合社區民眾並建立起敦親睦鄰的角色；對於醫療法規對廣告內容的認識與看法普遍是一致的。
在這個快速變遷與充滿威脅的競爭年代裡，企業生存唯一的條件是加強其競爭優勢去面對來自市場上的各種挑戰，藉由生產出讓消費者滿意可以接受並願意購買的魅力品質及特殊服務將是贏得市場的不二法門，但這些都需要運用一個良好的媒體行銷策略去推行，因此行銷部門未來將是在各級企業中益形重要而成就各企業成功與失敗的關鍵。

關鍵字

醫療媒體行銷 醫療服務 ； 行銷 競爭優勢 ； 魅力品質

並列摘要

Facing growing competition of medical market and increasing medical service costs such affecting factors; “Medical Media Marketing” has become a most important issue for hospital operators. There were few hospitals in the past, and therefore medical market is a low competition market. After the number of hospitals is increasing, the competition of medical market surges. To survive, hospitals must know their market demand and efficiently employ resources to convert them to proper medical services for people required, that is why hospital media marketing comes with the tide of fashion.
Marketing is one of organization’s core activities. In order to have perpetual operation, an organization must understand its market, attract sufficient resources and convert them to proper products or services and efficiently distribute them to diversified consumers. The point is to design an organization offering services that satisfy target market, and service market by deploying appropriate price, communication and distribution. This also applies for medical service institutions.
Both employees in hospitals and general public have common view that marketing is one of advertising, public relationship and promotion forms; meanwhile both of them also believe that marketing cannot establish medical culture expression. It is commonly thought as to the influence of “Hospital Marketing Tools” to hospitals: there is no impact on hospitals by releasing medical essays journals, medical network consultant and broadcaster interviews. However, newspaper publishing and internal publications will significantly affect hospitals. As to TV news report, public convey no information whatever on any empirical subject matters and community health check up, they have high influence on hospitals. Network, televisions and newspaper office are most efficient marketing tools from universal points of view. Alternatively, the most attractive commercial forms among diversified medias are commercials through televisions, newspaper offices and networks. By using diversified medias as references for hospitals or services, we select television news report, hospital outpatient services schedule and network as the basis. Since there are differences among the recognitions to whether various medias have obtained their goal for fully conveying information, television, newspaper office and network are therefore used to reach the purpose of conveying information. Whereas it is possible that various medias will exaggerate and distort the facts, the formation of hospital image is mainly on network, television and newspaper office. Meanwhile, all media application and the collective recognition of community people are performed by television, broadcasting and network, in which the broadcasting has regional and local identity that may cohere community people and establish the role of promoting friendly relations. The knowledge and view for medical regulations to advertising contents are generally consistent.
In the era of rapidly changing and hyper-competition world full of threaten, the only survival requirement for businesses is to strengthen their competitive advantages to face all challenges coming from the market. Offering charming, good quality and special services that satisfy consumers and allow them willing to purchase is the one and only way to gain the market. However, all these need a good media marketing to develop, and therefore marketing department is getting more and more important and become the key for the success of businesses.

並列關鍵字

Medical Media Marketing,Medical Service ； Marketing,Competitive Advantage ； Charming Quality

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