Conjoint Analysis's Using In The Strategy Researching Of Hospital's Development

It is explicit that service is very important in society life today;the quality of the service even decides the efficiency of the service supply directly.As the organizations of medical care,hospitals supply special service which has many different attributes from the other agents.In order to grasp the preferences of the patients,elicit the part-worth utilities of each level and the comparative importance of the attribute,the importance of these attributes must be learned.In this paper,through the proper simulator to simulate the hospital's market share,we offer the predicted effect analysis and suggestions for hospital's development through analyzing the change of the market share.Conjoint Analysis is a multianalysis method which given the comments of the respondents to one product or service to elicits the preference structure.Through this method we can study which attributes and the levels of the product or service are more importance to the customs.In this research six attributes of medical care are selected:Integrated Technique Force (contains fixed assets,equipments of diagnosis and treat,medical care outfits),Index of Social Effect(contains social influences,index of reputation),Geography Environment of the Hospitals(contains the physical environment,hospitalizing distance of patients, sanitation condition),Service Level of the Medical Care(contains the relationship between the doctors and patients,the consciousness of the doctors and nurses,medical moral), Reasonable Charge(contains medicine price,account bill) and Efficiency of the Hospitalization(contains hospitalization time,accuracy of the diagnosis),different levels of each attributes are confirmed according to the real situations,then makes up eighteen runs with different levels of attributes based on the orthogonal array and designs the especial questionnaire for conjoint analysis with those runs,surveys the patients,either at their own expenses or at medical safeguard expenses who can choose the hospital freely to hospitalizes in fifteen comprehensive hospitals in Chongqing,one hundred respectively. Through the Conjoint Analysis,elicits the part-worthy efficiency and the comparative importance of each attributes;through simulate the different hospitals' market share in the medical market,provides the new way and suggestions to the decision-making and development of the hospitals.The research shows that the comparative importance of the six attributes of the medical insurance patients are:Reasonable Charge,Efficiency of the Hospitalization,Index of Social Effect,Service Level of the Medical Care,Integrated Technique Force, Geography Environment of the Hospital;to the patients who pay their expense themselves, the order is:Reasonable Charge,Service Level of the Medical Care,Efficiency of the Hospitalization,Index of Social Effect,Integrated Technique Force,Geography Environment of the Hospital.There is no significant difference between the proportions of the importance of these attributes in the two groups' patients.In this research,through adjust the levels of attributes of a concrete hospital;we can elicit the hospital's new market share and the change of the market share to predict the efficiency of the construct of the hospital.The results tells that,the preference of the patients who pay their expense themselves and the medical insurance patients tends to be identical,they mainly consider the Charge status when they choose the hospital,then the Efficiency of the Hospitalization and Service Level of the Medical Care,Geography Environment of the Hospital is less important to the patients,which have a significant reference value to the hospital decision makers to make the correct decisions.