The Influence Factors Of How Custome Choose Family Doctor: An Empirical Approach

Healthcare workforce is among of the most important factors in building a healthy society. It insures the successful development of our economy. The health of citizens depends on the perfection of a sound medicare system. However, there are two difficulties confront with our current medicare system: (1) low equity and (2) low efficiency of the system. For one hand, our medicare system has just covered 1.5 hundred million of population; it is in fact a tiny part of our total population. For the other hand, it has been very difficult for general people to have a medical treatment. How to resolve the two problems or at least improve one situation meanwhile no harm for the other one is a really question.The innovation of medicare system allows foreign capital and civilian capital to invest into our medical industry. So it is no wonder the concept of family doctor being rapidly emerged recently. Family doctor is a new service model in China. We are wondering that what kind of factors have been affecting people's decision of family doctor? In this study, we try to research into the medicare decisions of people who permanently living in Beijing. We consider that cost, trust and convenience as antecedent variables in family doctor consumption.Three hundred medicare consumers were reached through a sampling frame with three distinct consumer groups, in which 260 valid respondents successfully obtained. This accounts for 86% of response rate.In this study I use the correlation analyse to depict the relationship between antecedent and the consquence variables. Results show trust /convenience/cost/ tailored service has different degree correlated relateiongship with the need of family doctors.Based on these results, this study provides four practical advises of family doctor service for medicare officers:1. To provide a convenient service for consumer.2. Have to establish a sense of trust with consumer.3. to provide good customer-tailored services, and4. Price war will never be a useful strategy.