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To explore the opinions on internal marketing among medical team who provide integrated healthcare.
Objective:The purpose of this study is to assess the medical care team’s opinion of the internal marketing. The relative status based on the importance of each aspect and implementation for the internal marketing explores how the mangers can improve the internal marketing strategy; besides, it can provide them to prioritize service quality improvement for their healthcare programs. Methods: The subject of the study was medical teams in integrated care programs. The survey method used was questionnaire. 120 questionnaires were collected. The data were analyzed by descriptive statistical analysis, importance-performance analysis(IPA), factor analysis, impact-asymmetric analysis(IAA) ,etc. Results: Two factors including Tool Strategy and Value Strategy have been extracted by factor analysis. According to impact-asymmetric analysis (IAA), two of the tool strategies are asymmetric low satisfaction but high impact and they should be improved first. The two programs are explained as follows: At the beginning of the implementation of the program, the extra time added should be calculated by flexible hours. In addition, provide hardware and software to integrate the work-froms and work flow required for the program into the business. Two of the value strategies indicating that the current situation is well implemented are asymmetric high satisfaction but low impact. The two programs are: Praise the staff for implementing the program in public. Also, fully explain the relationship between the program and the development of the department.” Conclusion: Supplying quality service is an important goal for hospitals. Therefore, it is necessary to understand the medical team’s view on the service supplied and the implementation situation. It’s expected that the study can be used as an important reference for internal staff to provide supporting strategy when they implement integrated care and further enhance service quality.
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