| Summary: | 碩士 === 國立交通大學 === 高階主管管理學程碩士班 === 89 === Improve the Hospital Performance and Customer
Satisfaction by Change Management and Internet
------A Case Study of Hsin-Chu General Hospital
student: Ching-Nien Chang Advisors: Dr. Po-Young Chu
Professor Lu-Pao Hsu
Master Program of Management for Executives
National Chiao Tung University
Key words:
Hospital Performance, Customer Satisfaction,
Change Management, Internet
ABSTRACT
There has been a tremendous impact on health care industry ever since the start of national health insurance in Taiwan on March1,1995. Dealing with the financial problems, however, there will be more new policies offered by the national health insurance bureau, such as appropriate outpatient number and global budget. In other words, health care industry will become more and more competitive to share the fewer resources.
Hsin-Chu is a high-tech city. The needs for better health care by its high-tech people is more intense. In addition, the establishment of branches of Mackay General Hospital, Cathay General Hospital and National Taiwan University Hospital will pose a new big challenge to Hsin-Chu General Hospital, an established hospital at Hsin-Chu for years.
After the catastrophe in 1996, the image of Hsin-Chu Hospital fell to the ground, the flow of pediatricians, leave from Hsin-Chu Hospital in early 1998 made it worse. It therefore started implementing change management to improve the quality of medical care, which included good-manner contest（customer aspect）, implementing TQM, ISO-9000（internal process aspect）, benchmarketing, reports for accidents（learning and growth aspect）. For the physicians, the revolutionary change of physician bonus system, academic achievements award（financial aspect）, medical quality improvement（customer aspect）, change of human resources system（internal process aspect）, joining TQIP project and shared vision campaign for physicians（learning and growth aspect）were implemented.
The results were the followings: all the achievement indicators （outpatient number, inpatient number, emergency patient number and revenue ）were rising, the satisfaction criteria of various indicators for medical quality were improving at the mean time（satisfaction for medical care, medical service, hospital efficiency and facilities）.
Hsin-Chu Hospital also enforced its marketing to increase its visibility by mass media, to improve the communications with scienced-base industrial park community and to select a presented monthly marketing subject to the public. Besides, by the use of internet, a series of reforms on the web site to implement better customer relationship management as an innovation for health care industry are in progress.
As quality improvement is a constant process, all the reforms are therefore still in process, hence the evaluation for the future result will be more effectively assessed by the balanced scorecard approach.
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