市場導向與創新概念在醫療機構之應用

A Review of Market Orientation, Innovation and Performance in Healthcare Organizations

醫療機構面對競爭環境趨於複雜的市場，使得市場導向與創新概念成為醫療組織所應強調且重視的二個重點。如何滿足顧客需求也是醫療機構最關心的主題。在台灣現今的全民健康保險制度下，因為健保財務緊縮，醫療機構為了開源，促使提供具市場導向行銷概念的醫療服務變的越來越重要。在醫療機構市場導向之行銷概念中，我們首先討論下列數個市場導向之特性，包括顧客導向、競爭者導向與跨部門協調，而創新的概念則是如何提昇醫療機構核心能力所應重視的。最後將以醫療市場為例，說明這幾個概念目前在醫療市場中的運用狀況。一、顧客導向：目前大多數的醫院都更重視顧客需求，透過各種改變，像是增加每位顧客看診時間，以確認顧客病症，滿足其醫療需求。二、競爭者導向：各醫院在醫療市場中通常會同時與許多醫院競爭，有時是跟進提供高利潤之自費醫療服務項目；有時則因為對手在某方面具有極大優勢或是進入障礙太大而採迴避策略，利用市場區隔提昇自身競爭優勢。三、跨部門協調：許多不同部門的服務會被整合為一功能團隊，使顧客能夠接受完整、連續且高品質的醫療服務，也能夠增加顧客滿意度。四、創新：導入許多創新的服務型態與技術，使顧客能夠享受到更有品質且更舒適的醫療服務。

The administrators of health care organizations in the more complicate market of the competitive environment not only focus on both market orientation and innovation, but also care for how to satisfy their patients. In current NHI system in Taiwan, the finance condition is constrained and the concept of Market orientation in health service industry is more and more important. In health care organizations, some market characteristics are discussed as follows: 1. Customer orientation. The administrators of hospitals take the need of patients seriously, such as improving the process of outpatient department (OPD) to meet patients’ needs. 2. Competitor orientation. The administrators of hospitals will compete with the others or use market segment to avoid direct impact in the same medical services. 3. Inter-functional orientation. Many kinds of services in different departments will be integrated into inter-functional teams to increase satisfaction of patients as well as quality. 4. Innovation. Many new ideas and technology were brought in hospital to provide better quality and more comfortable service for patients.