健檢機構之消費者需求與行銷策略之研究

Abstract

自費健康檢查早在民國45年首開風氣，然，近年台灣醫療保健環境變遷以及全民健康保險的實施促使了台灣健檢市場蓬勃發展。進入成熟期的健檢產業，其經營方式必須以顧客導向為中心，並注入企業化的行銷管理元素，才能擁有良好的顧客滿意度及忠誠度，進而提升本身的競爭力以達永續經營的目標。 本研究研究目的：（一）探討民眾選擇健檢機構的主要因素及其注重程度。（二）探討健檢機構對消費者需求的認知及健檢機構與消費者雙方的認知差異。（三）了解現行健檢機構的行銷策略，透過供需比較進而探討機構未來可發展的行銷策略。 本研究採橫斷面調查法，調查期間為96年11月10日至12月30日止，分別針對健檢機構及受檢顧客為對象，透過結構式問卷來蒐集資料，健檢機構總共郵寄 88份，回收19份，有效回收率21.60％；受檢顧客有效回收問卷共332份。 本研究重要結果：（一）消費者選擇健檢機構因素可歸為醫療服務品質因素、推廣因素以及通路因素，其中以推廣因素的注重程度最為重要。（二）消費者需求隨著消費者特性不同而有差異。（三）健檢機構與消費者對於七項民眾選擇健檢機構因素的認知有顯著差異，包括「健檢機構依個人需求安排健檢服務」、「醫療檢測儀器新穎程度」、「親朋好友介紹」、「自行收集資料再決定（如網路、報章雜誌）」、「健檢機構有舉辦社區義診」、「健檢機構有參與當地公益活動」、「健檢機構有建立顧客檔案，定期與顧客聯繫」。（四）健檢機構與消費者對於一日全身健檢金額以及整體行銷組合的注重程度有顯著差異。前者訂定的檢查費用為12,000~20,000元且其認為民眾最在乎的是服務品質，後者可接受的金額為12,000元以下而最在乎的是健檢項目。（五）現行健檢機構的行銷策略，包括提供一日式健檢服務，費用介於16,000~20,000元，採全年價格一致策略，利用舊客戶人脈以及自行開發來增加客源，主要依賴口碑推廣；行銷管理著重於財務面的管理工作，對於消費者需求的管理則較不受重視。

Self-Paid Health Examination was first held early on in 1956. Due to the dramatic environment changes of Taiwan’s health care business and the administration of the national health insurance, the health examination business boomed and expanded. To raise customer satisfaction, maintain customer loyalty, and remain its competitive edges, a health examination center has to take the way of patient-centred and incorporate marketing strategies. The purpose of this study is to understand the related factors that influenced consumers’ choices of a health examination center, to realize the differences in consumers’ demand and between consumers and the health examination center, and to compare the differences to recommend a more suitable marketing strategy for all health examination centers. This study is a cross-sectional survey, using questionnaire survey methodology, and took place from November 1, 2007 to December 30, 2007 on 332 health examination customers and 88 health examination centers (selected by purposive sampling). Important findings are as follows: 1. Three factors that play an influential part in consumers’ decisions to choose a particular health examination center were extracted and named as “Medical Service Quality”, “Place”, and “Promotion”. Among them, promotion is the most important factor. 2. Consumers’ demands differ according to their demographic and sections characters. 3. Consumers and the health examination centers have significant different interpretations of customers’ demands. 4. Consumers and the health examination centers have considerable differences in marketing mix. Consumers care the most about items on the medical examinations and are willing to pay less than NT$ 12,000. 5. The current marketing strategies of health examination centers include the offer of one-day service and the price is about NT$16,000-20,000 per person. The pricing strategy is all-in and the same throughout the whole year. The promotion strategy is by Word-of-Mouth. Most health examination centers take more care of their financial management than the management of consumers’ needs and demands.