In the past, medical industry is a highly exclusive field, people would overcome a great amount of restriction and obstacle while seeking for medical advice. However, the financial obstacle was much reduced after the National Health Insurance program began in March of 1995. It is now easier and more convenient for people to seeking for medical assistance. By learning more about the key point of what people think before seeking for medical assistance, hospital can make more effective marketing programs. The purpose of this research is to understand the situation of medical care seeking behavior of the public. The structrued survey study sampled 334 patients by quota sampling. Information collected in the questionnaire includes situation of the medical care seeking behavior and medical services utilization. A multiple regression was also performed to examine the factors that influenced the medical care seeking behavior. Some managerial implications were also proposed according to the results.