Subject to the impact of the overall economic environment, aging population and the national health insurance system, competitive medical market becomes much more volatile. If hospital wants to survive, it must enhance business performance , improve medical quality, and pay more attention to customer-oriented hospital marketing, therefore understanding medical habits of outpatient customers is a prerequisite for hospital marketing. Medical habits of outpatient customers have significant provincialism, so outpatient customers in different regions have different criteria to select the ideal hospital in their minds. Therefore this thesis is to investigate the priority of the key decision-making factors of outpatient customers medical choice in Zuo-Nan area and the ideal hospital in their minds, as a reference for hospital marketing. It is also to understand the development trend of medical market in the area, as a reference for strategic management for hospitals. This research selects three different level of hospitals (local hospital, regional hospital, and medical center) in the Zuo-Nan area and six decision-making factors (doctor¡¦s reputation, home distance, diagnostic time, medical ethics, service attitude, and registered fee ) of outpatient customer, then proceeds to level mode analysis ( Analytic Hierarchy Process ; AHP ) for learning about the priority of the key decision-making factors of outpatient customers medical choice in Zuo-Nan area and the ideal hospital in their minds. This thesis uses depth-interview for each of the respondents (include outpatient customers, hospital staff , official experts , and experts in the field) , then collects questionnaire data of qualitative and quantitative AHP to proceed analysis. Results show that the priority of the six key decision-making factors of outpatient customers medical choice for the three different groups of respondents is not the same, but a consistent top three list : medical ethics, doctor's reputation, service attitude. Local hospital, regional hospital, and medical center respectively has advantage of " good doctor¡¦s reputation", " good doctor's reputation, good service attitude", and " good doctor's reputation, medical ethics" to be reference of external marketing. As to the ranking of hospitals choice under the key decision-making factors, different groups of respondents have different results. All groups of respondents think : medical center > regional hospital > local hospital. Apparently the preference in the minds of the outpatient customers for hospital is medical center, followed by regional hospital, and finally to local hospital. As for the medical market trends in Zuo-Nan area, most respondents think short-term trend was optimistic ; while the medium-term, long-term trends are balanced. Strategic management of regional hospital should strengthen service of royal customers and develop aging medical outpatient department, long-term care service, and community health education. In addition, by entering into strategic alliances with medical center and clinics to become regional integration models, hospitals can cope with the future of the health insurance system - "on the paid plans by human " .

Made available in DSpace on 2010-04-20T20:51:12Z (GMT). No. of bitstreams: 3 127144.pdf.jpg: 22926 bytes, checksum: f0072844d69084281a9c7092f970dac1 (MD5) 127144.pdf: 1287076 bytes, checksum: 7e0f27092b752813a38b17f36c8acaeb (MD5) 127144.pdf.txt: 218017 bytes, checksum: a230d57f4715dacbd3f269641e43f092 (MD5) Previous issue date: 2004-09-01T00:00:00Z / Ones of most important strategical decision that are placed for the Brazilian hospitals is how expand its activities for other markets which the same still not been covering. Several strategies are being adopted, and the opening of Satellites Units is one of them and has been adopted by a private hospital in São Paulo. Considering this fact, the objective of this study was to carry through a case study on one of these units, analysing the financial and marketing impacts caused by the implantation of the satellite unit. For this analysis, internal information of the unit had been raised and interviews had been carried through with some managers or people who had relationship with the process of implantation and management of the unit. Futhermore, usuaries had been also interviewed, with the aim to detect theirs perceptions of the unit. The results showed that the users are very satisfied with the Unit. However, there is a clear dissatisfaction in relation to the covering of the supplementary assistance sector. By this fact, it has an important restriction in the access to the unit, that is the main explanation for the negative financial results that the Unit is presenting since its implantation. Due to this results, the unit needs to improve the relationship between the hospital adminsitration and the supplementary health assistance companies in order to revert such situation. / Umas das importantes mais importantes decisões estratégicas que está sendo colocada para os hospitais brasileiros diz respeito à decisão de como expandir sua atuação para outros mercados-alvos no qual o mesmo ainda não tem uma boa cobertura. Diversas estratégias estão sendo adotadas, sendo que a abertura de Unidades Satélites é uma delas e que foi adotada por um hospital privado de grande porte do Estado de São Paulo. Sendo assim, o objetivo do trabalho foi realizar um estudo de caso sobre uma dessas unidades, procurando verificar os impactos financeiros e mercadológicos causados pela implantação da mesma. Para isso, foram levantadas informações internas da unidade e entrevistas foram realizadas com alguns gestores ou pessoas que de algumas forma estiveram relacionadas com o processo de implantação e gerenciamento. Além disso, também foram entrevistados usuários, procurando detectar a percepção dos mesmos sobre a Unidade. Os resultados mostraram que os usuários de modo geral estão muito satisfeitos com a Unidade em termos de atendimento. Entretanto, existe uma clara insatisfação com relação à cobertura do setor de assistência supletiva na Unidade. Em virtude desse fato, há uma restrição importante quanto ao acesso à mesma, o que é uma das mais fortes explicações para os resultados financeiros negativos que a Unidade vêm obtendo desde a sua implantação. Dessa forma, fazem-se necessárias melhorias no relacionamento hospital-operadoras a fim de reverter tal situação.