Dr. Shih-Shin Chen Health Care Marketing Dept. Health Care Management NTUNHS

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3 Pre-Encounter Stage

4 Internal sources External sources Needs Search Experience Credence Evaluation Rationality Bounded rationality Emotional Decision Making

5 People buy goods and services to meet specific needs and wants

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7 Food safety; not to be disturbed Hungry; quality food Socializing with clients/friends “I can afford the price,” showing- off Freedom in life

8 Americans spent a total of 53.5 billion minutes on FB a month

 External sources also arouse customer needs Advertising Sales efforts Other customers The staging of “service experience” 「服務體驗」 行銷 9

10  Fungible ( 高互換性 ) Intangible  Memorable  Tangible 

Predisposing characteristics ( 傾向特性 ) Enabling resources ( 使能資源 ) Perceived and evaluated need ( 需求因素 ) Healthcare utilization & health practices 12 Age; Gender; genetic factors Life style/environment Health beliefs Pricing; health insurance Accessibility, perceived barriers Social networks

13  As negative service events, health care services are something customers need but may not want Fear Lifestyle changes Inconvenience/cost Loss of control over outcomes

照護 營運系統 設備 居家  全天候安養連鎖服務模式 ( 以安養中心為主 體 )  區域居家健康管理模式 ( 以醫療機構為平台 )  養生度假中心  社區居家日照模式 ( 利用社區化、居家式遠 距監測設備及訪視員 )  日間安養事業服務模式 ( 提供居家、交誼、 運動、休閒、交通等一站到底的日間生活 服務 ) 14 中高齡族群 三大需求 健康管理樂活休閒生活照護 99 年 6 月 -100 年底

 對不同族群的消費模式瞭解不清 部分高齡者對「最後一桶金」的惜金心態  無法接受使用者付費 / 收費模式 中南部民眾較無法接受使用者付費的觀念 健保無法全額給付部分項目 15

 對居家照護模式缺乏信心 尤其是與維生系統密切相關的設備，如呼吸器  感受不到生理測量 / 服務模式的價值 尤其是輕微的慢性病患者 16

17  使用者對新科技展品的應用之接受度 與適應性低 未考慮新科技產品的易用性與有用性  太頻繁的異常訊息關懷對使用者造成 困擾

18 Internal sources External sources Needs Search Experience Credence Evaluation Rationality Bounded rationality Emotional Decision Making

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 Tangible characteristics that help customers evaluate a product before purchase 20

Attractiveness of interior Services range Availability of specialists The use of up-to- date equipment's 21

 Hard to be evaluated before purchase—must experience product to know it 22

Clarity of admission procedures Patient privacy Visitation policy Clinicians’ bed side manners 23

 Attributes that customers find impossible to evaluate confidently even after purchase and consumption 24 Customers must rely on trust and confidence in providers

Clinicians and supporting staff’s competency Use of latest medical procedures Quality of care Patient safety 25

26 Easy to evaluate Hard to evaluate Most goods Most services Clothing Jewelry Houses Cars Restaurants Vacation Hair cut Child care Auto repair Education Root canal surgery search High in search attribute experience High in experience attribute credence High in credence attribute

27 Tangible Dominant Intangible Dominant Intangible Image Tangible Evidence Products Strategic responsesStrategic responses Product positioningProduct positioning

A tangible-dominant product uses intangible images in TV commercial Let’s never become like our parents

29 There are some things money can’t buy. For everything else, there’s MasterCard An intangible-dominant product uses tangible images in TV commercial

30 Divorce lawyer: $10,000 Loss of house, car, etc.: $250,000 Small marine motor: $275 Disposable camera: $8 Sending your ex-wife a picture of you boating in her family heirloom ( 傳家之寶 ) dining room table PRICELSS!

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create more search attributes  Try to create more search attributes for its products Offer free trials, temporary membership, free downloads 32

33 $6.0 Randomly given to participants For those who received it for free For those who didn’t receive it How much are they willing to buy? How much are they willing to sell? No higher than$2.75 on average No lower than$5.25 on average Kahneman, Knetsch, & Thaler (1991) $ ____

$$$$ 34  People’s tendency to demand much more to give up an object (sell) than they would be willing to pay to acquire it (buy) ( 當要將某個東西賣出去時， 一般人所要求的價格通常比 他們願意花錢去買同樣東西 的價格來得高 )

 Status quo bias ( 現況偏差 ) Individuals have a strong tendency to remain at the status quo The disadvantages of leaving it loom larger than ( 看起來比 …. 還要巨大 ) advantage 35  Thus trial offers produce permanent results ( 永久的結 果 )

 Use “Service- consumption episode” ( 服務消費情節 ) strategy in advertising Consumers are shown using and experiencing the benefits or emotional aspect of the service 36

37 the flight crew’s actions themselves the customers captured in the video ( 影片中所捕捉到的 ) experiencing the “joy” The BA commercial is a vivid depiction of

 By showing a vivid enactment ( 鮮明的重現 ) of the service delivery and consumption, the abstract experience is made concrete 38

 Use “reputation documentation” ( 信譽紀錄 ) strategy to show the service’s credence attribute Doctors, lawyers, psychotherapists often display their degrees or certificates Hospitals show their rankings in service quality and customer satisfaction 39

Professional service firms use websites to showcase their services, expertise, awards, and success stories 40 Over 7,000 healthcare facilities (44% of US inpatient hospitals with 100 beds or more) use their patient satisfaction measures to improve service quality Provide more 30 different measurement instruments and reports Process more than 4 million surveys annually

 Present customers with coherent evidence ( 用前後一 致的證據 ) of the providers’ abilities in the form of clues from People Collaboration Tangibles 41

健康事業管理系 國立台北護理健康大學 Healthcare Management NTUNHS 醫院關係行銷模式： 醫院的「值得信任度」與病人「忠誠度」 Trust but Valuate: Hospitals’ Trustworthiness and Patient Loyalty 指導老師：黃暉庭院長、陳世欣副教授 基督復臨安息日會醫療財團法人 台安醫院 國立台北護理健康大學 健康事業管理系 ( 母計畫 ) (A multiple-project study)

 Patients unconsciously turn detective, looking for clues to decipher ( 尋找線索以解讀 ) what they don’t understand or see Mayo Clinic carefully manage a set of visual and experiential clues ( 視覺與經驗上的線索 ) to tell a consistent story about its service 43

44 Customer Behavior Pre-encounter stage