2006/12/19 職能治療行政管理學 施以諾 老師／
輔仁大學醫學院職能治療學系
醫療行銷與職能治療管理
一、行銷的定義：
泛指將產品賣至消費者手中，並讓消費者滿意之過程，稱之為「行銷」。
To satisfy the customer’s needs
To create the customer’s needs
二、醫療行銷管理哲學：
道德（人們/病人的福祉）、顧客（病人/人們的需求）、醫療機構（利潤）
影響購買行為的特徵：
．文化因素
一個社會的成員透過家庭和其他重要機構學習到的一組基本價值觀、知覺、欲求和 行為，如：文化風俗等
．次文化：subculture
基於共同的生活經驗和狀況而有相同價值觀的一群人，如：國籍、宗教、種族及地 理區域
三、行銷的五個面向：
生產（product）：
1. What attributes of this product will the patient/client desire?
2. What is the product to be marketed?
3. What will be the basis for the exchange?
4. What benefits will be derived by the provider for developing and marketing the product?
價格（price）：
the financial, physical, and psychological costs to people of doing business with you.
地點（place）：
1. How will the service be offered (EX: in the hospital, in an outpatient clinic, or in a school)
2. Where will the service be offered 促銷（promotion）：
Advertising through newspapers and other print media, radio, television….
位置（position）：
Set it apart from other products！
四、組織評估（organization assessment）vs 環境評估（environment assessment）
．組織評估（organization assessment）：
Medical (OT department /other department)records OT Associations
．環境評估（environment assessment）：
local health systems agency(HSA) Strategy of government
OT Associations
五、計劃評估（program evaluation）：
計劃結構program structure
影響因子influencers：consumer groups, public officials
目的陳述purpose statement：state the expected outcomes; enable the setting of goals and objectives.
判斷標準admission criteria：an organization must identify the capabilities and characteristics that a person must possess to be admitted to its programs.
療程目的program goals：prepare statement for each program.
提供之服務services provided：the service provided are the activities available to each person admitted to a program.
病患服務patients/clients served：the types of patients/clients for whom an organization provides services should be listed in terms of disabilities and demographic characteristics.
病患敘述patients/clients descriptors：define the population being served in terms of the severity of problems or the barriers to success.
目標objectives：the critical elements in a program evaluation.
相關重要訊息relative importance：an organization can thus tell how well it is doing in relation to the program priorities it has established.
測量measures：there should be no gray areas in the establishment of measures.
被測量者who is measured：
被測量的時間點time of application of measures：
期望值expectancies：the degree to which each objective is to be achieved or the criteria against which actual performance is measured.
管理報告management reports：management reports relate program performance.
系統回顧機制system review mechanism：an organized procedure for the regular review of the program evaluation system to monitor its effectiveness and reliability.
※重要補充：
1. 行政管理功能的共同基礎：決策
2. 品質保證（quality assurance）屬於哪一種管理功能？評估
（evaluation）
3. 比率分析（ratio analysis）：
財務比率是以比率分析的方式衡量公司的營運狀況以及財務結構，因為絕對數 字的盈餘或應收帳款無法明確表示財務狀況的實際情形，須與其他數字比較才 知道
資產負債表，損益表，現金流量表
報酬率 profitability、流動性 liquidity、財產管理 asset management、償付能力 long-term solvency
