The Study of Patients’ Self-Paying Behavior in Seeking Chinese Medical Treatments

• Main Authors: Hsi-Ming Yu, 游熙明
• Other Authors: Chenen Ko
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/35617070836649673108

碩士 === 國立臺灣大學 === 會計與管理決策組 === 95 === Self-paying Chinese Medical services are thought to develop actively in recent years due to the market is more and more competitive. This study issued questionnaires to the patients of YanPing-TzuAi Chinese Medical Clinic (Siluo Township, Yunlin County), Department of Chinese Medicine in Tzu-Ai General Hospital (Siluo Township, Yunlin County), and Department of Chinese Medicine in Taichung Hospital (subordinating to the Health Department of Executive Yuan in Taichung City). The intentions of the study are: 1. To know the background, experience, factors and expected expenditure of patients'' self-paying Chinese Medical services. 2. To find the correlations between the patients'' background and the cause, expectation, acceptable treatments and expenditure of self-paying Chinese Medical services. 3. To find the effect of the factors regard the patients'' wish and the acceptable proportion of self-paying Chinese Medical services. 4. May the result of the study could be helpful to operate self-paying Chinese Medical services and increase the performance and quality. There were 1,000 received and useful questionnaires. Besides the Descriptive Statistics, Chi-Square Test and Correlation were used to analyze the relationship between any two factors in the patients'' background and self-paying behavior. Furthermore, Logistic Regression were employed to analyze the effect of the factors regard the patients'' wish and the acceptable proportion of self-paying Chinese Medical services. The study results showed that clinic is the first choice of Chinese Medical services, and department of Chinese Medicine in General Hospital is the second one. There were 50.8% patients know the information of National Health Insurance (NHI) of Chinese Medicine, and the services were satisfied most of them. The patients'' wish of voluntary self-paying is 47.6%, and the major reasons of that are physicians'' recommendation, relatives'' and friends'' recommendation, physicians'' request and some new medical services. Relatives'' and friends'' introduction and hospital''s signboard is the major source of the information. Better medicining and more carefully diagnosing is the major expectation of self-paying Chinese Medical services. The major services of self-paying include keeping in good health, concentrated Chinese Medicine, health examination, naprapathy, cosmetology, providing postpartum service and help, medical pills, decoction of medicinal ingredients and putting on medication. In regard to the acceptable proportion of self-paying Chinese Medical services, 66.1% patients wish to have more NHI and 25.5% could accept half of self-paying. The majot anxieties about self-paying medical services include difficult judgment between health quality and the expenditure, pseudo-medicine and too expensive services. According to the study results, some practical applications and strategies to operate self-paying Chinese Medical services are: 1. To increase medical techniques in order to promote patients'' loyalty. 2. To enhance patients'' knowledge and confidence of Chinese Medicine. 3. To enhance the marketing by magazines, internet and signboard. 4. More advertisement about the information of NHI in order to promote patients'' satisfaction of the services. 5. Self-paying medical services could be more recommendation by magazines, internet and physicians. 6. To increase self-paying medical services of internal medicine and gynecology such as decoction of medicinal ingredients, putting on dressing and keeping in good health are proposed. 7. In regard to the patients who with more wish for self-paying, branding marketing and maintaining customer relationships are suggested promoting the use of the services. 8. In regard to the patients who with less wish for self-paying, placement and experience marketing are suggested promoting the use of self-paying medical services.