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KMID : 0926620150200030013
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Korean Journal of Hospital Management
2015 Volume.20 No. 3 p.13 ~ p.23
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Performance of foreign patients attract according to the type, geographical position and scale of hospital
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Park Cho-Hee
Ahn Sang-Yoon
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Abstract
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This research is intended to inquire any discrepancy depending on the variables such as types, geography and size of hospitals of Korea in order to develop differentiated marketing strategy and to investigate how the aforementioned variables affect the management performance such as the increase in the number of foreign patients, their willingness to re-visit, the increase in profit and etc. The survey for this research was conducted for five weeks from July 10th 2014 to August 30th 2014 with 251 participants in charge of foreign patient attraction for 161 domestic hospitals. As the method of the research, a hypothesis was first established based on previous studies, followed by the incorporation of self-administered questionnaire to confirm the formulated hypothesis. Frequency analysis and ANOVA analysis were used to analyze the result of the survey. The outcome of the research and the implications are as follows. First, according to the demography of the persons-in-charge of foreign patient attraction, the proportion of female was superbly high by 76.5%. As for the age, those in their 30s were highest in proportion. Finally, for the education level, college graduates took up the largest portion by 46.5%. Second, in respect to the hypothesis assuming the difference in performance depending on the types of hospitals, national university-affiliated hospitals showed the highest level of the increase in foreign patients by the average of 3.25. Third, in respect to the hypothesis assuming the difference in performance based on geographical position, it was confirmed that hospitals in Ulsan City experienced the largest growth in the number in foreign patients. Fourth, in respect to the sizes of hospitals, those with 201 to 300 sickbeds showed the highest increase by the average of 3.45. The implication of the above research outcome indicates that while the number of foreign patients visiting Korea for medical purposes is on the rise, the number of professionals in place with necessary knowledge and capacity is insufficient and requires improvement.
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KEYWORD
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foreign patients, geographical position, marketing strategy, re-visit
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