醫學美容醫師對誘發需求認知類型之探討

Research on Physicians' Cognition Types about Physician-Induced Demand in the Medical Cosmetology Market

龔小鈞(Hsiao-Chun Kung)

指導教授 ： 唐代彪

國立臺灣大學/社會科學院/國家發展研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10748

摘要

我國醫師人力總量管制政策行之有年，近年醫師人力在科別分布呈現嚴重不均，大量醫師人力集中於醫學美容市場，而基礎科別卻時有人力短缺問題。如醫師能誘發患者需求，則可不斷擴張熱門科別的醫療需求，將人力集中於特定科別，不需面臨市場飽和而轉投其他服務市場，因此醫學美容是否存在誘發需求對醫師人力規劃具有深遠的影響，而醫師對誘發與否的考量動機，則可作為政策規劃之參考。
本研究以Q方法求取提供醫學美容服務醫師對誘發需求的主觀意識，發現醫師的四種認知類型：「收入導向型」重視醫學美容服務對滿足目標收入的效果；「道德自律型」因心理收入而投入醫美市場；「風險控管型」選擇醫學美容以降低醫療糾紛風險；「優質生活型」則希望能平衡工作與自我時間的分配。

關鍵字

誘發需求 ； 醫學美容 ； 醫師人力 ； Q方法

並列摘要

The Taiwanese government has implemented the licensing control policy on physician manpower for years. The distribution of physician manpower is in a state of imbalance in recent years. A large number of physician manpower is concentrated in the market of medical cosmetology, while fundamental departments often suffer from manpower shortage. Therefore, physicians in popular departments such as medical cosmetology must induce clients’ demands in order to prevent the supply of manpower from exceeding the demand. With the increasing demands of clients for medical cosmetic treatments, cosmetic physicians will be able to stay in the market of medical cosmetology rather than devote themselves into the other service markets. Accordingly, the possibility for increasing physician-induced demands may wield profound influence on the physician manpower planning. Besides, physicians’ motives and considerations in inducing, or not to induce, clients’ demands may serve as an adequate reference for governmental policy-making.
This research adopts Q-methodology to obtain the subjective perceptions of a number of cosmetic physicians about inducing market demands. It identifies four types of physician cognition on this issue. The first is “income-oriented type,” who emphasizes the effect of medical cosmetic services on meeting the target income. The second is “ethically self-constrained type,” who devotes himself/herself in the market of medical cosmetology for psychic income. The third is “risk management type,” who chooses medical cosmetic physician as his/her career in order to avoid disputes of medical malpractice as much as possible. The last is “living quality type,” who seeks to strike a balance between work and leisure.

並列關鍵字

Physician-Induced Demand ； Medical Cosmetology ； Physician Manpower ； Q-Methodology

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