Health Policy and Management (보건행정학회지)

Korean Academy of Health Policy and Management (한국보건행정학회)
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Comparative Analysis on the Choice of Services between Western and Oriental Medicine

양방과 한방 의료 이용자의 서비스 선택요인 비교분석 - D병원의 사례를 중심으로

  • Lee, Sun-Hee (Department of Preventive Medicine, College of Medicine, Ewha Womans University) ;
  • Lee, Hye-Jeon (Department of Preventive Medicine, College of Medicine, Ewha Womans University) ;
  • Choi, Kui-Son (National Cancer Institute) ;
  • Chae, Yoo-Mi (Institute of Health Policy) ;
  • Jee, Young-Keon (Department of Preventive Medicine, Pochon CHA University College of Medicine)
  • Published : 2002.12.01
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Abstract

This study was planned to investigate the difference in the choice of services between western and oriental medicine. Data were collected from 493 outpatients who visited the D hospital by structured questionnare. The results were as follows; The older aged groups, there were the more oriental medicine visitors, significantly Oriental medicine visitor had more experience to use the complementary food than western medicine visitor. In comparison of reason for service choice, the proportion of oriental medicine visitors was higher than western medicine visitor in considering of specialty of institution. In contrast, western medicine visitor had interest to 'newly-developed facility and equipment' and 'convenience and accessibility of service' as factor of service choice. In analysis of evaluation the service experiences, oriental medicine visitors evaluated the oriental medicine highly in 'therapeutic efficacy' and ' less side effect'. But western medicine visitor evaluated the western medicine highly in 'quick effect of therapy' and ' scientific apprach'. We concluded from result that there were difference in service choice behavior between western and oriental medicine visitor. We hope that these information will be applied to planning of consumer-oriented marketing strategy of hospital.

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References

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