| Summary: | 碩士 === 高雄醫學大學 === 公共衛生學研究所碩士在職專班 === 93 === Abstract
Purpose:
1.Analyze data of numbers of check-up and distributions in the contracted medical institutes which provide physical examinations for the elderly in Kaohsiung.
2.To understand the demographic characteristics and satisfactions. of the elderly using the health service.
3.To investigate the related factors those affecting marketing strategies and effectiveness of the contracted medical institutes and how they influence the satisfactions of the elderly.
Methods:
This is a retrospective study using survey to collect data. Two targeted populations were examined; the elderly and the contracted medical institutes, to explore how the characteristics and marketing strategies influenced effectiveness and satisfactions of the elderly physical examinations. Data were assessed using SPSS (version 10).
Results:
Public and District hospitals were the most visited for the physical examinations. Eighteen percentages of elderly respondents came from Ling-Ya District; the majority was male (65%); 69% of the studied subjects were live economically and 60 % of them suffered from chronic diseases. More than one third (36%) of the elderly thought their health status were bad; and most of the subjects (69%) would to recommend the medical institutes to their friends and relatives. In general, the health services were satisfactory for the elderly.
Different marketing strategies were practiced by the medical institutes. It demonstrated there were some significant differences in the combination of community leaders and the medical institutes and their characteristics.
Network, cost and promotion strategy factors showed the significant differences, whereas products did not exist any significant differences. To inform the elderly and notify them 10-15 days in advance did increase the response rate, 24 times higher than the subjects received a mailed notice.
Marketing strategies affected the satisfactions notably. Highly satisfactory medical institutes had higher follow-up check rates, the follow-up rates were 2.4 times higher in the top three ranking medical institutes.
Discussions and suggestions:
“A permanent area for physical examination” and “immediate medical treatment for abnormal findings” will increase the numbers of the elderly using the health service. Network strategies: Medical institutes shall provide service in community to help the elderly approach the medical services easily. Cost strategies: to offer a discount on medical expenses. Promotion strategies: to contact the elderly by all means to remind them to use the health service before the beginning of physical examinations.
Keyword: the elderly, physical examinations, combinations of marketing, satisfitions
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