醫院形象與定位醫院形象與定位策略策略

Hospital Image Positioning

五個形象構面

Five image dimensions

(1)(1) 等候時間的長短等候時間的長短。。

The length of waiting time

(2)(2) 醫院的整體觀感 醫院的整體觀感 。。

The holistic impression of the hospital

(3)(3) 門診的醫療品質 門診的醫療品質 。。

The quality of outpatient services

(4)(4) 就醫的便利性 就醫的便利性 。。

The accessibility to visits

(5)(5) 醫院和醫師的名聲 醫院和醫師的名聲 。。

The reputation of the hospital and doctors.

醫療品質與整體觀感是民眾認為較重要的兩項

樣本人口所認知的醫院形象定位為樣本人口所認知的醫院形象定位為

台北市六家醫院的家醫科就診民眾為研究對象

AA 、、 BB 、、 CC 醫院目前的定位明確，分別為醫醫院目前的定位明確，分別為醫院及醫師的名聲、整體觀感及就醫的便利院及醫師的名聲、整體觀感及就醫的便利性；性； DD 、、 EE 、、 FF 醫院則不明確且同質性高；醫院則不明確且同質性高；而等候時間與醫療品質則是尚未被佔據的而等候時間與醫療品質則是尚未被佔據的開放位置，係可發展行銷策略的定位點。 開放位置，係可發展行銷策略的定位點。 (( 中華衛誌中華衛誌 19981998 ；； 17(2)17(2) ：： 111-124)111-124)

Hospital Image or Positioning AnalysisWhat products or services is the hospital or company best

known for? How is our hospital perceived?

Is the image consistent with our marketing emphasis? Does the image vary by market segment?

What is our image compared with the competition's? Do our name and logo add to or conflict with the image we

want? What image should we have, given our strengths and

products? What do consumers think of our facilities, personnel, prices,

products, services, and advertising? How do customers perceive the quality and experience of our

products, services, and staff?

Competitive Analysis (I)

Who are our primary and secondary competitors? How are they positioning themselves against us?

What are the competition's strengths and weaknesses?

Competitive Analysis (II)

Are there any desirable qualities our competition has that we lack? What does the public think of our competition's facilities, personnel, prices, products, services, and advertising? Is the competition targeting selected market segments? Which ones?

Competitive Analysis (III)

Is the competition's distribution mix giving them an advantage? What media is the competition using? Is the competition's media mix and message giving them an advantage?

Competitive Analysis (IV)

What is the market share among the competitors? How is the market share changing in specific product market segments? Why is the market share changing in these market segments?

Competitive Analysis (VI)

With which competitors do we share customers? Why? Who are the top-of-mind providers among customers?

Facility or Service EvaluationHow do we change our facilities or services to better

meet patients' needs? How do patients perceive new facility or service

concepts? Which new facilities or new services do consumers

recommend be introduced? Which facilities or services can we eliminate without a

loss of patients? Are there benefits to our facilities or services that we

need to emphasize more? Are our facilities and services desirable in light of population shifts or changes in lifestyles or health

styles?