从营销角度“取悦”“患者2.0”：对医疗服务提供者的新挑战与期望
A marketing perspective to "delight" the "patient 2.0": new and challenging expectations for the healthcare provider.
作者信息
Buccoliero Luca, Bellio Elena, Mazzola Maria, Solinas Elisa
机构信息
Department of Marketing and CERMES (Centre For Research on Marketing and Services), Bocconi University, Via Roentgen, 1, 20136, Milan, Italy.
CERMES (Centre For Research on Marketing and Services), Bocconi University, Via Roentgen, 1, 20136, Milan, Italy.
出版信息
BMC Health Serv Res. 2016 Feb 9;16:47. doi: 10.1186/s12913-016-1285-x.
BACKGROUND
The study aims at investigating the characteristics and the satisfaction determinants of the emerging patient profile. This profile appears to be more demanding and "empowered" compared to the ones traditionally conceived, asking for unconventional healthcare services and for a closer relationship with providers.
METHODS
Both qualitative (semi-structured interviews and focus groups) and quantitative (survey) analyses were performed on a random sample of 2808 Italian citizens-patients. Analyses entailed descriptive statistics, bivariate analysis and linear regressions.
RESULTS
Four relevant dimensions of patient 2.0 experience were identified through a literature review on experiential marketing in healthcare. Beta coefficients exhibited the effect that different healthcare experiential elements have on patient 2.0 satisfaction.
CONCLUSIONS
Results allow to state that a new marketing approach, based on patient 2.0 characteristics and value drivers, should be adopted in the healthcare sector. Critical satisfaction drivers and new technological healthcare guidelines are identified in order to match the new patient profile needs.
背景
本研究旨在调查新兴患者群体的特征及其满意度的决定因素。与传统观念中的患者群体相比，这一群体的要求似乎更高且更具“自主权”，他们寻求非传统的医疗服务，并希望与医疗服务提供者建立更密切的关系。
方法
对2808名意大利公民患者的随机样本进行了定性（半结构化访谈和焦点小组）和定量（调查）分析。分析包括描述性统计、双变量分析和线性回归。
结果
通过对医疗保健体验营销的文献综述，确定了患者2.0体验的四个相关维度。贝塔系数显示了不同医疗保健体验元素对患者2.0满意度的影响。
结论
结果表明，医疗保健领域应采用基于患者2.0特征和价值驱动因素的新营销方法。确定了关键的满意度驱动因素和新的技术医疗保健指南，以满足新患者群体的需求。
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