失智症共同照護中心的 服務行銷策略-以某區域醫院為例

Abstract

隨著台灣人口的老化，失智症的患者不斷地增加，其對於醫療與照護的成本已造成社會嚴重的衝擊。在衛生福利部的支持下，各大型醫院近年來普遍設置失智症共同照護中心(共照中心)，作為診治失智症與整合照護資源的樞紐。本研究擬探討失智共照中心，如何透過內部行銷、外部行銷、互動行銷等服務行銷金三角的三大面向，以打造醫院的失智症共照中心成為社區中失智症醫療與照顧的樞紐與金字招牌。 本研究訪談中部地區具指標性與特色的失智共照中心負責人，包括秀傳醫療體系、中山醫學大學附設醫院、大林慈濟醫院、埔里基督教醫院、嘉義榮民醫院與彰化基督教醫院等，分析各醫院失智症共照中心在服務行銷的三個面向的具體作為、優勢與待改進之處，並介紹國外代表性醫院失智症照護中心之策略以作為參考。 藉由個案分析，本研究結論塑造失智症共照中心為良好品牌，在服務行銷的具體作為分別為： 在內部行銷上，醫院須落實失智友善醫院的精神，提供院內同仁相關的訓練；提升共照中心的位階並協助整合醫院內部資源、制定相關誘因且獎勵有功人員；訂定共照中心的策略目標並與醫院中長期的策略相接軌。 在外部行銷上，共照中心須參與失智友善社區的活動，並透過醫院志工與既有社區健康服務的觸角伸入社區且積極與失智症相關民間團體與政府部門加強聯繫，並善用媒體，加強議題行銷、個案行銷與優點行銷，形成良好的口碑。 在互動行銷上，共照中心須透過個案管理師來掌握患者的異質性與動態性，提供患者超乎預期與創新的服務；並運用大數據的能力，落實失智患者的病患關係管理，深耕醫病關係。

In Taiwan, the increasing number of people suffering from dementia has greatly impacted our society in terms of higher cost for their medical and care needs. With government subsidies, large hospitals in Taiwan have establish integrated dementia care centers in recent years to provide comprehensive and coordinated care for dementia patients. This study investigated how hospitals can apply service marketing to create integrated dementia care centers that are both the hub of medical treatment and care in the community and Gold Award institutions. Chief executives of integrated dementia care centers in representative hospitals in central Taiwan were interviewed. The hospitals included Show Chwan Health Care System, Chung Shan Medical University Hospital, Dalin Tzu Chi Hospital, Puli Christian Hospital, Chiayi branch of Taichung Veterans General Hospital and Chang Hwa Christian Hospital. The strengths and weaknesses of each dementia care center were analyzed from the perspective of service marketing. Based on the findings, it is concluded that the following steps could be adopted by integrated dementia care centers： In terms of internal marketing, hospitals must be dementia-friendly and provide relevant staff training. Hospital executives can empower their dementia center by enhancing its positioning and supporting the integration of internal resources, formulating incentives, and rewarding employee effort. In addition, they can formulate strategic goals for the dementia care center and align with the long term strategies of their hospital. In terms of external marketing, dementia centers must participate in dementia-friendly community activities. Through volunteers and community health services, hospitals can reach out to communities and cultivate better relationship with government and private dementia service organizations. Through the media, dementia centers can also develop a good reputation using cause-related marketing and event marketing. In terms of interactive marketing, dementia care centers must deliver outstanding and innovative services that exceed patient expectation through case managers who can provide services that take into account individual patient traits and dynamics. They can also utilize big data technology to manage patient relationship and cultivate doctor-patient relationship with dementia patients.