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    標題: 醫院病患資料庫行銷應用分析
    The Analysis of Marketing Application in Patients' Database in Hospital
    作者: 潘大永
    陳珹箖
    貢獻者: 醫務管理系
    關鍵字: 病患資料庫
    行銷
    顧客關係管理
    patients' database
    marketing
    customer relation management
    日期: 2009
    上傳時間: 2010-09-10 09:09:05 (UTC+8)
    摘要: 本研究之目的在於了解不同層級(或屬性)醫院病患資料庫現況分析包括其資料庫要求條件、資料庫來源及資料庫應用現況其次在於探討病患關係管理執行現況分析包括其吸引因素、溝通因素、增強因素及預期效益和困難。研究採自填式郵寄問卷進行,對象爲九十三年評鑑合格區域級以上的醫院爲對象,郵寄問卷共84份,總共回收60份(總回收率爲71.43%)。分析方法:本研究依變項性質及研究目的,採用SFSS10.0 for window,統計軟體進行分析,基本資料使用頻率分析,層級(或屬性)資料使用無母數分析之Kruskal-wallis檢定和Mann-whi tney檢定。本研究發現對於建置CRM整體而言,普遍的醫院都認爲有需要建構,在目前已完成CRM建置爲(5%)、建置中(33%)、規劃評估中(47%)及尚未規劃(15%),大多數醫院爲規劃評估中。在導入CRM最主要的原因爲增加醫院競爭力、留住病患、開發新病患,而醫院認爲推行CRM將遭遇的困難佔最多者爲;醫院內部相關人才缺乏(24%)、成本過高(20%)、與原有系統之間整合不易(16%)、員工配合度不高(10%)、高階主管心態(8%)、導入初期,整體效益不明顯(5%)。由此可以得知建構CRM是醫院未來的趨勢,但目前欠缺相關人才。在發掘病患偏好方面,醫院應透過行銷資料庫,詳細記錄顧客偏好、購買習慣等,並加以分析運用。以留住現有病患,並吸引新病患。由資料分析顯示私立醫院比財團法人及公立醫院較重視將病患資料庫作爲營運分析之用,這或許是因爲私立醫院經營資源較爲有限,而公立醫院有政府預算補貼,財團法人有其他經費來源。在營運分析上,私立醫院較會利用各種管道與病患接觸,以增加病患來院的機會,郵寄門診時間表則是一種成本較低的行銷模式。在公益活動方面,也由於私立醫院的知名度或美譽度可能不高,因此藉由公益活動的參與提升本身的知名度及能見度,以提升舊病患的認同及吸引新病患。在醫療折扣方面,對於病患而言,到醫院接受治療,最重要的當然就是疾病獲得治癒,在能治癒的前提下,病人當然是希望能以較低廉的價格獲得醫療服務,私立醫院可能基於社區健康營造的理念,以及敦親睦鄰的考量,較常採用醫療折扣的方式作爲加強病患忠誠度及維持病患關係的方法。
    In general speaking the hospitals agreed that to set up customer relation management (CRM) system is essential to them. There were 5% completed, 33% were setting up, 47% were planning to set up and 15% not yet. The reasons to induce CRM were to enhance the hospitals’ competition, keep the old patients and develop the new patients. The main difficulties to induce CRM were in lack of the professionals of the CRM in the hospital (24%), high cost (20%), difficult to integrate the old system (16%), employee issue (10%), the attitude of the manager (8%), the effectiveness were not obvious (5%) respectively. The private hospital had the less resource than the public hospital and proprietary hospital so they paid more attention to analyze the patients’ database to manage the hospital. The private hospital participates in the public welfare activity, mails the outpatient schedule and the medical discount to attract the new patients or to keep the old patients.
    關聯: 嘉南學報(人文類) 35:p.531-544
    Appears in Collections:[嘉南學報] 35 期 (2009)
    [醫務管理系(所)] 期刊論文

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