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Positioning patient-perceived medical services to develop a marketing strategy
1Health Science Research Institute, Korea University, Seoul, Republic of Korea.
The Health Care Manager
|January 28, 2012
Summary
This study highlights physician service quality as key to patient satisfaction in healthcare marketing. Improving patient perceptions through factors like facilities and accessibility enhances loyalty and medical service quality.
Area of Science:
- Healthcare Marketing
- Patient Satisfaction Research
- Medical Service Quality
Background:
- Healthcare marketing is shifting from customer acquisition to patient satisfaction and service enhancement.
- Understanding patient perceptions is crucial for developing effective medical marketing strategies.
Purpose of the Study:
- To establish a desirable medical marketing strategy by analyzing patient satisfaction and perceptions.
- To identify key determinants of patient satisfaction in healthcare settings.
Main Methods:
- Survey administered to 282 students from a College of Public Health and Medicine in Seoul.
- Utilized SERVQUAL scale for data collection.
- Employed statistical analysis (factor analysis, multiple regression) and network analysis (positioning map, 2-mode network analysis).
Main Results:
- Key factors influencing patient satisfaction include facilities, accessibility, process, physicians, and medical staff.
- Physician service quality was the most significant determinant of patient satisfaction (β = .569).
- Hospital size and specialization influenced patients' perceptions of medical institutions.
Conclusions:
- Medical institutions can foster customer loyalty and enhance service quality by managing patient satisfaction.
- Developing an effective marketing mix is essential for improving medical services and navigating competition.
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