就醫民眾對近視雷射手術認知及影響就醫選擇相關因素之探討～以某區域教學醫院為例

Patients' Perception of Eye Laser Surgery And Factors influencing Their Hospital Choices - A Case Study on a Regional Teaching Hospital

現代人近視問題日益嚴重，所幸因著科技進步，擺脫戴眼鏡的生活已不再是遙不可及的事。醫療產業競爭日趨白熱化，坊間有眾多醫療院所在做雷射近視手術。民眾在面對如此多元化的選擇及削價競爭的誘因下，在選擇就醫時有哪些因素是優先考量的重點，此為本研究之動機。本研究希望達到以下目的：1、探討就醫民眾對近視雷射手術的認知。2、了解民眾選擇近視雷射手術時，考慮的因素及重要性排名。3、藉由就醫民眾的個人特質，了解個人特質是否會影響認知及就醫選擇的考慮因素。本研究結果歸納如下：1、就醫民眾基本資料中的性別與教育與認知有關。2、就醫民眾的基本資料與就醫考慮因素的結果顯示，「性別與交通因素」、「教育程度與手術流程因素」、「民眾居住地與醫療機構因素」有關。3、就醫民眾認知與就醫考慮因素之結果顯示，民眾的認知與「手術流程因素」、「醫療機構因素」、「交通因素」有關。依據本研究結果，歸納出以下幾項建議：1、在醫療服務品質的提昇方面，可藉由成功的案例及透過準分子雷射手術相關的研究，來增進醫師的知名度。2、在推廣策略方面，定期舉辦相關講座，寄發通知，邀請有興趣者參加，並請成功受術者做經驗分享。3、在價格競爭策略方面，可考慮在不影響品質的前提下，給予適當的折扣。

The near-signed population is getting increased. However, people can put away their prescription glasses as the technological advances addressing eye laser surgery. More and more hospitals have entered into the business of performing eye laser surgery. It became a price war. What are the key factors influencing patients' selections among many choices at hand? The purposes of this study are: 1. To understand patients' perception toward eye laser surgery. 2. To rank each factor influencing patients' hospital choices before they undergo eye laser surgery. 3. By understand patients' personal characteristics and explore whether those characteristics would influence their perception and hospital choices. The results of this study are: 1. The relation between patients' backgrounds and their perception toward eye laser surgery: gender is correlated to patients' perception. 2. The relation between patients' characteristics and factors influencing hospital choices: (a) gender is correlated to traffic factors, (b) education is correlated to surgical procedure factors, (c) residential location is correlated to medical institute factors. 3. The relation between patients' perception and factors influencing hospital choices: patients' perception is correlated to surgical procedure factors, medical institute factors and traffic factors. The suggestions of this study are: 1. Upgrading the quality of medical care: enhancing the reputation of the hospital by publicizing successful cases and improving professional techniques by conducting related studies. 2. Promotion & marketing: holding seminars regularly and inviting patients of successful cases to share experiences, examining the correctness of messages to patients and their acceptance toward those messages while evaluating the results of promotion activities. 3. Competitive pricing strategy: offering appropriate discounts.