ser-M 모델을 사용한 의료기관 선택요인에 대한 연구

Abstract

Differently from general companies healthcare institutions have been generally unaccepted in the society to pursue economic profit because their product, healthcare service has been regarded as sacred medical therapy. Medical industry circumstances were stable under the social policy in the past and healthcare service market has been considered one of the typical sellers markets. But currently with the social and economic change healthcare service market is also changing to a buyers market which is highly competitive. To actively react to this change healthcare institutions also need proactive marketing activities and for the efficient marketing its necessary to segment the market according to the consumers needs. In this study the concept of new-tribe, which is defined as the group of people who share the cultures, values and consumption patterns, is used instead of the demographic characteristics commonly used in the past for market segmentation standard in accordance with the newest trend focusing on the culture and lifestyle. This study is a case study on healthcare institution selection factors based on ser-M model in the patients who belong to the typical new-tribes. Grooming tribe, Job-preparing tribe, Gold-miss tribe and Bride-to-be tribe are included in the typical new-tribes. The patients who are thought to represent each new-tribe were selected and went through the in-depth interview. The results show that healthcare service selection factors were different depending on the type of new-tribes. Generally almost patients think s-factor is important, but Job-preparing tribe patient is not affected by s-factor. And for the cost-quality policy variable as a mechanism factor, it is partially affecting the performance(the healthcare institution selection) in the patients of Grooming, Gold-miss, Bride-to-be tribe whereas it is totally affecting the performance in the Job-preparing tribe patient. This study shows that the kind and the effect size of selection factors are different in each new-tribe patient and it is expected that this result will be used as a practical and detailed data, which are needed in the hospital marketing field, in the future. The followings are thought to be the contributions of this study. First, this study uses the market segmentation method reflecting the newest trend. Second, because the representative doctor, who is the doctor and CEO at the same time, is the author it was possible to conduct the in-depth interview and whole study more intensively. Third, the result of this study comes from the actual medical and managerial experiences not just from the theory.