Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Medical Services Specialization strategies of the Regional Public Hospital through Customer Segmentation

고객세분화를 통한 지방의료원의 의료서비스 전문화 전략

  • Received : 2015.04.14
  • Accepted : 2015.07.16
  • Published : 2015.07.31
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Abstract

This study aims to further strengthen the medical expertise to offer specialized medical care specialization strategies to gain a competitive edge through the customer segmentation of the Regional Public Hospital. Investigation period was selected to study the inpatients 26,658 people January to December 2013. The method of analysis are Cluster analysis and Decision Tree Analysis. In conclusion, female, age over 60, and diseases in musculoskeletal system and connective tissue were commonly selected as identifiers of the target market of Regional Public Hospital. Customers in this target market are loyal to specialized medical service and keeping continuous relationship with these customers through communication and monitoring of results of provided medical service would be important because the effect of word of mouth propagated to other group of customers having equivalent scale of consumption is expected. And the concentration of the scope of medical service of Regional Public Hospital and the collaboration and mutual reliance of medical service under the strategic alliance with other institutions and private hospitals are also needed.

본 연구는 지방의료원의 고객세분화를 통하여 향후 전문화된 의료기관으로 진료전문성을 강화하여 경쟁력을 확보할 수 있는 진료전문화 전략을 제시하는데 목적이 있다. 조사기간은 2013년 1월부터 12월까지 입원한 환자 26,658명을 연구대상을 선정하였다. 분석방법은 군집분석과 의사결정나무분석을 이용하였다. 결론을 보면, 성별은 여자, 연령은 60세 이상, 질환별로는 근 골격계 및 결합조직의 질환이 충성고객으로 선정되었다. 이들은 지방의료원의 고객관리측면에서 향후 구전의 효과가 높은 고객 군으로 금전적인 소비규모가 높은 점을 고려하여 이들에게 제공된 의료서비스에 대한 모니터링과 커뮤니케이션을 통해 지속적인 관계를 유지하는 것이 중요하다. 앞으로 전문 분야의 전문의와 전문적 시설 확보 등의 적합한 조직구조와 환경을 갖추는 것이 중요하며, 지역 내 개원의, 유관기관간의 전략적 제휴 통한 진료협력 및 의뢰, 의료서비스 범위의 집중화가 필요하다.

Keywords

References

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