成人健康檢查保健評估與最佳產品組合之探討

Evaluatiing Adult Preventive Care Service and Exploring Optimum Product Mix

為了解國人對於成人健康檢查的認知與看法，本研究於1999年2月至4月間使用二次結構性問卷，訪查在二十家地區醫院等級以上醫院準備接受健康檢查的民眾，第一次問卷兆計回收有效問卷586份，第二次回收有效問卷343份。調查結果，民眾最偏好的健康檢查產品組合為19項檢查內容，檢查費用在12000～15000元之間，服務方式為有專屬病房及有專人服務，報告送達方式為檢查結束當日有專業醫師解讀。健康檢查平均滿意度為3.41（總分範圍為1-5分）。進行健檢原因以關心自身健康最多，佔44.0%。接受過健康檢查的民眾以2-4次最多，且大都屬「一般健康檢查」約40%，其次為「機關團體健康檢查」約29%以及「健保給付成人健康檢查」約12%。因此平均費用多半在1000元以下，約為60%。選擇受檢醫院的主要原因為親友介紹(20.7%)，其次為離住家近(20.0%)。民眾因身體異樣而健檢者，多半選擇醫學中心，考量健檢優惠原因者則選擇基層醫療院所。本研究發現，有71.9%的民眾有健檢的經驗，不過大部分都接受費用較低，且項目較少的「一般健康檢查」。然而，本研究的研究結果顯示，民眾偏好的最佳產品組合是費用較高且檢查項目較多的健檢產品，顯示民眾對於健康檢查的認知與實際行為剛好相反，業者應掌握此項契機，推行各項健康檢查優惠，進行各項推廣措施，提昇眾受檢意願，才能達成預防勝於治療的功效。

This article explores consumer’s opinions about dault health examination services in Taiwan. In April 1999, the research completed two structiure questionnaires and collected 586 and 343 valid samples from the first and second interview, respectively. The results show that the optimal health examination product mix is the combination that involves: 19 health exam items, NT$12,000 to $15,000 of charges, private services with VIP room, and completing medical consultation on the exam day. Most of the respondents considered accuracy, safety, thoroughness, skillfulness and medical consultation of health exam services important. The overall satisfaction score was 3.41 (on the Likert scale of 1-5). Among the respondents, 44% of them have utilized health exam services because of concerning their health 60% of them have spent less than NT$1,000, and have had 2 to 4 times of health exams by choosing the general health exam services (40%). Main reasons for consumer’s choices of medical providers were others’ recommendations (20.7%) and the vicinity (20.0%). People select a medical center for health exam mainly because of illness, whereas by considering promotion discount clinics become the first priority. Even though a total of 71.9% respondents had health exam experiences, the majority of them choose the general health exam services with lower fees and less exam items. To sun up, this research reveals that the consumers’ ideal health exam services product mix should include higher fees and more exam items than traditional products, even though what they really utilize were opposite. Thus, how to establish and attractive health exam services product remains a challenging issue for hospital managers.