資料庫行銷應用於非營利組織之顧客關係管理─以醫療服務為例

Database marketing is a useful method for implementing relationship marketing. In the past, the domestic medical institutions did not pay much attention to medical marketing because of the conservative mission and the restrictions of laws and regulations. Recently, however, as customers’ knowledge level is growing, and the expectations of high quality health care services are increasing, more and more patients and their family members evaluate the quality of the health care services. Today, many medical institutions realize the importance of patient relationship and start to implement CRM systems, trying to know the patients’ demands on health care services through investigations and analyses, and propose feasible strategies to improve hospital image and patient’s satisfactions, and sustain competitive advantage in the rapid changing environment.

In this thesis, we use the database of universal health insurance as samples. First of all, we consider the patient’s inter-time analysis through RFM Model, including Maximum Likelihood Estimation, Weighted Maximum Likelihood Estimation and Hierarchical Bayesian Model. Then we conduct the patient active analysis and value analysis, and finally conduct department combination analysis. Through the analysis, we realize patient’s behavior, value more efficiently and execute high quality health care services precisely through patient relationship management, then hospitals can provide services making patients more convenient, and then it can promote the hospital’s image and improve the relations with patients substantially.