醫療院所顧客關係管理架構之建立及實證

Abstract

摘要 醫療院所與其他產業同樣面對著外部環境的變動，需要策略上的改變去符合以顧客為主的時代。一般企業所採用的顧客關係管理模式並不適合完全套用於醫療院所的經營上，醫療院所因著本身業務的特性，在從事顧客關係管理上受到的限制較多。本研究試著參考一般企業實施顧客關係管理的經驗及架構，藉著訪談顧客關係管理的專家學者及醫院經營者，建構出醫療院所顧客關係管理的架構，進而提出本研究對醫療院所發展顧客關係管理的建議，希望對醫療院所的經營及醫療服務品質的提升有幫助，提升顧客的滿意度及醫院經營績效。 本研究依據文獻及訪談醫院經營者後，建構出醫療院所的顧客關係管理架構，並依此發展問卷，調查地區級以上之醫療院所，包括地區醫院、區域醫院、醫學中心執行顧客關係管理相關措施的現況。藉著問卷結果分析（三級醫療院所平均回收率：18.9%），發現醫療院所普遍重視顧客（病患及一般民眾）的需求，但在實際的做法上著力較少：利用病患資料庫進行分析的比例不高；缺乏全院性的整合措施；實施的方式多是各科別各自管理及維護不同科別的病患資料。若沒有全院性的整體考量，整合不同部門的作業內容及流程，兼顧醫療及行政，重視不同顧客群的需求，提供個別所需要的服務，則醫療院所顧客關係管理的實施將顯得分散且沒有一致的目標，效果不彰。 一般而言，利用病患滿意度調查結果進行院務調整的比例高，顯示了醫療院所重視顧客的心聲；醫療院所透過看診及醫療需求調查，掌握清楚的病患（顧客）資料，這都是將顧客關係管理的觀念及措施引進醫療院所經營的有利因素。

ABSTRACT Having done with the literature review and healthcare administrators’ interview, this research has developed a framework of customer relationship management for healthcare, and designed questionnaires to survey the execution of related measures in healthcare. Based on the analysis of collected data (collection rate 18.9% in average), the results indicate that healthcare institutes generally consider their customers’ demands highly, but do very little in practice. They do not fully utilize their patient database. There are lacks of information integration of whole institute based- each department manages and maintains its own patient data. If there is no overall consideration to integrate each department’s operation, to fulfill each individual’s demand, and to offer each desirable service, the achievement of customer relationship management would be disjointed and inefficient without a consistent goal. Generally speaking, when a healthcare institute is willing to adjust its administrative department by the result of customer satisfaction survey, it shows great consideration for the customers. Through clinic and medical center survey, a healthcare institute could clearly utilize patients’ data. These are the benefits of leading the customer relationship management concept to healthcare industry.