Abc牙醫導入滿意度偵測系統的難題

The Challenges of Abc Dental Group's Patient Satisfaction System

Abc牙醫聯盟是一個擁有12間大型牙醫診所，近百位牙醫師的連鎖體系。為了解決網路社群負評問題，導入「Dr. Right」滿意度調查系統。導入後對網路評價有所提升，但也引發牙醫師們的反彈，認為醫師不應該讓病人來進行評價。個案討論滿意度的概念以及為何滿意度調查可作為服務品質改善的依據，藉由服務金三角的概念，說明滿意度調查如何揭露互動行銷過程中的問題，以及醫療組織可如何運用內部行銷的措施強化醫病互動品質；同時考量醫療服務與一般服務業的不同，醫療組織可如何用誘導而非強迫的方式協助醫師強化溝通能力，及如何用流程調整增加醫病溝通之可能。

Abc Dental Group is a dental service chain with 12 large clinics in Taiwan, employing almost 100 dentists. The group adopted a patient satisfaction survey system, known as ''Dr. Right'', to counter negative reviews made on the Internet. The system has had positive effects on the chain's rating online, but it was also met with disapproval from its dentists, who claim that they should not be rated by patients. This case study discusses the concept of customer satisfaction as well as the basis for improving service quality by means of satisfaction surveys. Using the concept of the service triangle, we aim to understand four main aspects: how satisfaction surveys reveal problems during the process of interactive marketing, how medical organizations may improve doctor-patient interactive qualities by means of internal marketing, how considering the distinctions between medical services and other regular services, medical organizations can use induction as opposed to compulsory measures to help improve their doctors' communication skills, and finally, how process optimisation may facilitate doctor-patient communication.