產品可分為 Tangible & Intangible 的兩種服務
Tangible services can be divided into two categories.
One is that services is not manufactured or produced by hospital itself. Like the medications and health complementary, hospital gets from their upstream and dispenses them to its patients.
The other tangible services which is operated or created in the hospital by staffs’ esp. operation, laboratorial survey and other like facilities to treat peoples’ diseases.
There are also some intangible products like information supports like consultations, secondary opinion service and patients’ educations.
In the past, the strategy of hospital should be use the advantage of information asymmetry between physicians and patients to operate some tangible product demands. Under authorities, the physician persuades or suggests patients to take his opinions to be the treatment guide. By this kind of business model, patient should accept some operation and buy some medication recommended by physician. It means that patients come to hospital to acquire their medications and some tangible product but not the information. Intangible Information product is just embedded with those above tangible products sales. The intangible product information cannot be charged according to it is free in the concept of patients own. Then hospital can get better efficiencies if they have good bargain power with its suppliers. And it can provide more health service product which emerged from itself. In truth, information should be most important in patients’ therapy.
In recent, the information of health service becomes more accessible and popular via internet or mass media. The situation of information asymmetry had been alleviated. Patients can have more information about their diseases and claim their physicians to do the treatment as their own way, even challenge their physicians’ recommendation. Some chronic patients like diabetes, hypertension or some menopause patient can surf on internet and acquire something important for them. But there is less warranty of their information. They can easily get their medications from the chemists by doctors’ long term prescriptions about chronic diseases easily than before. The hospitals are not considered to be source of medications only. Many new hospitals have established, and the more competition existed. The skill of services like operation and facilities of each hospital become similar. There are no more speculations between them and patients won’t go to a specific hospital owing to the differentiation. How to sustain the capabilities for competition is the first intention of hospitals now. To provide patients with the precise information and make the intangible product fit for their expectation become the set points.
Why the patients choose the medical center in the place of elementary local clinics? The price variance between them maybe is first considered according to our literature review. Supposed there should be other consideration over the price variance. Doesn’t the local clinic give less information support than hospital? Are patients willing to pay more for the information while the medications and facilities are same?
第二種的服務是器材，檢驗和手術上的服務，這方面的服務，通常是屬實質的服務，所謂的 Last Mile的服務，而這種服務決定於醫院醫療器材的好壞，醫院醫師的手術能力。