| Summary: | 碩士 === 中國醫藥學院 === 醫務管理研究所 === 88 === Ambulatory services are often the major source of revenue for all levels of medical organizations in Taiwan. The goals of this research are to examine if there exists market segmentation in ambulatory services, to find out the foundation of the market segmentation via examining the outpatients’ characteristics, and to provide information for managers of group practice in strategy formulation. The major findings of our study are as follows:
With respect to patient personal characteristics, the education level of outpatients in group practice is higher than others. The number of medical seeking reasons increase as the level of medical institute increases. The proportion of medical seeking for common cold decreases as the level of medical institute increases. Besides, the convenience of medical seeking decreases as the level of medical institute increases. For all levels of medical organizations patients chose this time and last time, half of the patients went to the same level of medical institute, which showed patients had fixed habits of medical seeking.
With respect to medical treatment selecting factors, 「whether medical organizations and doctors ever published medical news by mass media」,「whether medical organizations have advanced equipments」, and 「whether there is register by telephone」, the average scores of the above three factors increases as the level of medical institute increases, indicating the patients of higher level of medical organizations, the more emphases on these three factors. As to short waiting time for see a doctor and drugs, the patients of group practice have the highest importance recognition.
With respect to with different illnesses, the outpatients’ attitudes in single practice clinics, regional hospitals, and medical centers are similar. Most of the patients choose single practice clinics when they have mild discomfort, and choose hospitals when they have acute or chronic illnesses. The attitudes of outpatients in group practice are different. The percentages of choosing single practice clinics and group practice are the same when they have mild discomfort. They would choose hospitals when they have acute illnesses. The proportions of choosing group practice, regional hospitals, and medical centers are all one-third when they have chronic illnesses.
With respect to degrees of group practice recognition, in every level of medical institute’s outpatients has the highest satisfaction of medical convenience and physician service quality at their own level. Besides, patients of non-group-practice recognize the medical convenience of group practice, but not the physicians’ care quality. With aspect to the extent of group practice contact, patients of group practice have higher contact extent than patients of non-group-practice in two ways: 「ever seen the signboard of group practice」and 「ever been to group practice」.
|
|---|
