牙醫自費醫療影響價格因子之研究

Abstract

本研究希望探討牙醫自費收入項目，例如：牙科醫療 － 植牙、假牙、矯正、美白、牙周病等，市場有多大需求，消費者心中對這些自費項目訂價的想法又是如何?我們也希望探討消費者對牙醫自費醫療項目的願付價格為何?影響願付價格的因子有哪些? 本研究案採用之方法為：1.電話訪談台北37家診所有關自費項目-植牙、假牙、矯正、美白之訂價，並按地區分析。2.蒐集70份大台北地區問卷詢問病人有關自費醫療項目之看診過程重要性及願付價格等問題。彙總上述兩類蒐集結果後，進行比較分析。 本研究發現，關於自費醫療項目 “假牙” 方面：「診所設備」及「診所離住家之便利性」等兩因子個別對受訪者願付假牙價格的影響性顯著。至於 「矯正」 與 「植牙」 兩方面，因為屬於這幾年較新之牙醫診療技術，因此消費者相對較不熟悉此兩種牙醫醫療技術，相對需要透過專業醫師或護理人員的說明，或者廣告宣傳。所以「醫師技術」因子個別對受訪者願付矯正價格的影響性顯著，而「護理人員服務態度」因子對受訪者願付植牙價格的影響性顯著。 本研究依據研究結果，對牙醫自費醫療自費價格制定提出以下建議：1. 對於「矯正」、「植牙」及「美白」等醫療技術，以及牙醫自費診療項目與相關資訊，亦可提升消費者對自費診療項目之意願。2. 針對矯正與植牙自費項目之價格訂價方式，可依據不同醫師、不同材料等採取差別訂價；另針對植牙項目，未來可以採activities based成本方式協助訂價。3. 本研究發現牙醫醫療自費項目採行者以女性與「36 - 45歲」受訪者為多，則牙醫診所可將該等客群鎖定為其目標客戶，為其量身訂製自費醫療服務項目。4. 消費者「居住地區」及「每月平均消費金額」與願付植牙價格存在正相關，所以如要提供植牙之服務項目的診所，制定植牙價格時可考量診所所在地區及消費能力。5.受訪者對牙醫自費醫療項目的心中願付價格遠低於實際支付價格，因此牙醫診所除了考量以自己本身之成本進行訂價外，亦可參考本研究所提影響價格等因子，調整服務內容，進而提升消費者心中願付價格。

This research aims to examine customers’ willingness to consume self-paid dental clinical services, such as implants, dentures, orthodontics, and whitening, under Taiwan’s current National Health Insurance program. The study employs statistical analysis of data collected from two sources: 1. telephone interviews of 37 dental clinics in the Taipei area regarding the pricing of implants, dentures, orthodontics, and whitening services; and, 2. a survey conducted with a total of 70 dental services consumers to explore their consumer behavior. Our research found that “clinic equipment” and “distance to dental clinic” are the most important factors affecting consumers’ choice of denture services. Regarding orthodontics and implant services, dentist skill and the service attitude of nurses most greatly impact consumers’ price-level acceptance. We thus provide the following suggestions for dentists regarding their pricing strategies towards self-paid dental services: 1. Dentists may provide information brochures explaining self-paid dental services, since most surveyed consumers lack knowledge of such services. 2. Consumers can accept differing prices due to differing quality of material used in orthodontic and implant dental services. In addition, dentists may use activities-based-costing methods to help determine the pricing for implants. 3. Female consumers aged 36 to 45 are more inclined to accept self-paid dental treatments, so dental clinics can target those consumers. 4. When consuming implant services, patients are affected by the distance to clinics and their monthly purchase power. 5. The prices that consumers are willing to pay for self-paid dental services are lower than the prices currently charged to them. Dental clinics may benefit from restructuring their services package to better satisfy customers.