The Study of Consumer’s Demand and Marketing Strategy in Health Examination Centers
Date Issued
2008
Date
2008
Author(s)
Huang, Yen-Feng
Abstract
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:. 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.. Consumers’ demands differ according to their demographic and sections characters.. Consumers and the health examination centers have significant different interpretations of customers’ demands.. 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.. 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.
Subjects
choosing a hospital
hospital shopping
consumer behavioral
marketing mix
health care marketing
hospital marketing
SDGs
Type
thesis
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