Moore S T, Bopp K D
School of Social Work, University of Missouri, Columbia 65211, USA.
Health Mark Q. 1999;17(1):1-8.
This article is the second in a series which examines the way in which consumers assess information regarding the quality of health care services. In the previous article it was demonstrated that, in the view of health care consumers, three major perceptions held by health care consumers, are: (1) substantial differences in quality exist among health care providers, (2) little information is available that allows for the comparison of health care providers on issues related to quality, and (3) when such information is available it is found to be useful and often serves as the basis for decision regarding the choice of health care providers. We further discussed the short coming of marketing strategies based on complex quality indicators and the difficulties of image advertising in an age of institutional mistrust. The reader is reminded that these findings relate to the subjective assessments of consumers, not to objective facts concerning health care delivery.
本文是系列文章中的第二篇，该系列文章探讨了消费者评估医疗保健服务质量信息的方式。在前一篇文章中表明，在医疗保健消费者看来，医疗保健消费者持有的三大主要看法是：（1）医疗保健提供者之间存在质量上的巨大差异；（2）几乎没有可用于比较医疗保健提供者在质量相关问题上的信息；（3）当有此类信息时，发现它很有用，并且常常作为选择医疗保健提供者决策的依据。我们还进一步讨论了基于复杂质量指标的营销策略的缺点以及在机构信任度较低的时代形象广告的困难。提醒读者，这些发现涉及消费者的主观评估，而非关于医疗保健服务提供的客观事实。
