醫院行銷公關之研究－以台北市地區級以上醫院爲例

A Research of Hospital Marketing Public Relations-In Local Hospitals of Taipei

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

《醫務管理期刊》 2卷4期 (2001/12) Pp. 56-68

https://doi.org/10.6174/JHM2001.2(4).56

摘要

近年來國內醫院因全民健保制度實施，醫院企業化經營之興起，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)，希望藉由良好的公共關係來推展醫院行銷計畫，使民眾對醫院產生信賴，改變舊有形象，建立良好醫病關係。國內具規模的醫院也逐漸強化行銷公關之功能，以因應更強烈的市場競爭。因此，本文探討台北市地區級以上醫院行銷公關之情況，及推動行銷公關後是否提升醫院形象與改善醫病關係等問題。本文以問卷來搜集資料，並以SAS電腦統計軟體進行分析，獲得一些重要性質。本文之研究結果，可提供給國內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

Following the footstep of America, Taiwan implemented its own NHI system in 1995. Since its implementation, the heath care market in Taiwan has changed dramatically. For many years, hospitals have viewed patients paternalistically and failed to address many customers' needs and wants. Many hospitals ignored patients' needs or choices were not given to the patients in regarding to different kinds of service. But now, because of the NHI system, patients were free to choose and hospitals began to realize the importance of Hospital Marketing and Hospital Marketing Public Relations (HMPR). For hospitals today, they can no longer ignored patients needs. Many hospitals set up MPR department to promote their image and relationship between hospital and patient. In addition, hospitals' MPR departments try to use different promotion to increase their business. This study is aimed to show how hospitals' MPR department can do in promoting their image and promoting the hospital-patient relationship. The questionnaire will be passed out and result will be analyzed by SAS. The results could be a reference for HMPR managers of hospitals to make a strategic decision.

並列關鍵字

hospital public relations ； hospital marketing ； and hospital marketing public relations