醫療法令規範下的醫療行銷活動－－以某區域教學醫院為例

The Marketing Activities Under Legal Limitations for the Health Care Organizations

台灣的醫療環境，近年來產生了鉅大的變化，醫院產業正朝向規模大型 化與產權私有化的發展趨勢，另一方面，近十年來，我國平均每位醫師服務 人口數從民國八十一年的833 人逐年降低至民國九十一年的622 人；而全國醫 院病床數亦從96 ，084床激增至133 ， 398 床，換個角度來看，即表示台灣的醫療 業已進八了嚴酷的競爭環境。而在有限的醫療資源下，面臨著固定患者的來 源，導致醫療機構在經營上的困難，因此，在醫療市場中求生存的壓力下， 原本在商業界廣泛應用的行銷手法很快的就適用並成為醫療產業的競爭利 器。 然醫院產業的特性之一，即是受到政府高度的管制，且醫療服務有別於 一般商品，影響民眾之生命及健康，故醫療行銷與醫療廣告的管制密度不能 與其他的商品或服務相提並論，而必須較為嚴格。本文試就現行相關法律之 規範標準'探討台灣目前醫療行銷之限制，並以某區域教學醫院所進行的醫 療行銷整體活動為例，期能在符合相關法律的前提下，提供其他之醫療院所 作為建議與參考。

It has being changing dramatically in recent years for the health care environment in Taiwan. This industry tends to be large-sized and privatized. In the last ten years, the average number of patients each doctor has decreased from 883 in year 1992 to 622 in year 2002. Additionally, the number of hospital beds nationwide increased from 96,084 to 133,398. These phenomena indicate that the health care industry becomes more and more competitve in Taiwan. Under the limited resources and steady number of patients, health care organizations find it is hard to run a business. Therefore, under the pressure of survival, health care marketing practices soon become the competitive advantage in the industry. One of the characteristics of the health care industry is government regulation. Health services influence life and health of people and differ from other services. Therefore, they have to be watched carefully and ruled strictly. This study discusses the existent marketing activities of a regional teaching hospital under legal regulations. The authors believe that this article can provide advice and referrals for the hospitals nationwide, especially under current government regulations.