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KMID : 0387320020120010125
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Korean Journal of Health Policy and Administration
2002 Volume.12 No. 1 p.125 ~ p.143
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Market Segmentation of Patient-Utilization in Oriental Medical Care and Western Medical Care
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Cho Hee-Sook
Lee Sun-Hee
Choi Eun-Young
Choi Kui-Son
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Abstract
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The objectives of this study were analysis of patient´s characteristics and market segmentation in oriental medical care and western medical care. This study focused on medical utilization using Andersen´s health utilization model. The source of data was 1998 National Health and Nutrition Survey which Korean Institute For Health and Social Affairs carried out. A stratified multistage probability sampling design was used in this survey.
The analysis was conducted using the statistical software package SPSS version 10.0 and Answer Tree 2.1 which is one of data mining methodology.
The results were as follows;
1) 44.9% of respondents reported visiting oriental medical center within recent two weeks. 3.4% of them used oriental medical care. The group of age, kind of disease and medical expenditure are associated with the difference western arid oriental medical utilization rate.
2) There were several factors related to utilization of oriental medical care according to decision tree. Especially, important factors that patient chose his medical center were kinds of disease, kinds of common medical use, and expenditure.
3) In the results of CART analysis, market of oriental medical care were classified by seven categories. The major groups who have a preference for oriental medicine were those musculo-skeletal, cerebro-vascular disease, or chronic headache patients, and they had a preference for oriental medical care in common use.
These results show that oriental and western medical market were divided into various areas by market segmentation.
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KEYWORD
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market segmentation, oriental medical care, western medical care
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