Sosyal güvenlik reformu sonrası tüketici olarak hastaların hastane seçimi: Pazarlama açısından bir alan araştırması
5510 sayılı Sosyal Sigortalar ve Genel Sağlık Sigortası Kanunu, diğer bir ifadeyle Sosyal Güvenlik Reformu, 1 Ekim 2008’de Türkiye’de yürürlüğe girmiştir. Bu reformun en önemli sonuçlarından biri, tüketici olarak hastaların kurumla (Sosyal Güvenlik Kurumu - SGK) sözleşmeli diledikleri hastanelerden sağlık hizmeti alabilmesidir. Bu ise tüketicilere hastane seçimi konusunda özgürlük vermektedir. Bu çalışmanın amacı, Sosyal Güvenlik Reformu sonrasında hastaların hastane seçiminde hangi demografik değişkenlerin ilişkili olduğunu araştırmaktır. Bu çalışmada elde edilen veriler Bursa’daki (Türkiye) üç hastanede (özel, devlet ve üniversite hastanesi) ayakta tedavi gören 569 hastayla kişisel görüşme yöntemi ile toplanmıştır. Hastaların demografik özellikleri ile hastane seçimi arasındaki ilişkiler ki-kare testi ile incelenmiştir. Araştırma sonuçları, hastaların hastane seçimlerinin yaş, eğitim, gelir ve medeni durum ile ilişkili olduğunu göstermektedir.
No. 5510 of the Social Insurances and General Health Insurance Law, in other words, Social Security reform has entered into force October 1, 2008 in Turkey. One of the most important results of this reform, patients as consumers was able to get health services from any hospital which contracted with the institution (Social Security Institution - SSI). This also gives consumers the freedom in choosing hospital. The purpose of this study is to investigate which demographic variables are related with patients’ choice of hospital after the social security reform. In this study, the obtained data were collected by conducting personal interviews with 569 outpatients at three hospitals (a private hospital, state hospital and university hospital) in Bursa, Turkey. The relationships between patients’ choice of hospital and patients’ demographic characteristics were examined by chisquare test. The survey results indicate that patients’ choice of hospital has a relationship with age, education, income and marital status.
___
Adaman, Fikret, Ardıç, Oya Pınar, Erus, Burçay and Tüzemen, Didem (2009), “Hospital Choice: Survey Evidence from İstanbul”, Turkish Studies, 10(3), pp. 443-468.Akinci, Fevzi, Esatoglu, A. Ezel, Tengilimoglu, Dilaver and Parsons, Amy (2005), “Hospital Choice Factors”, Health Marketing Quarterly, 22(1), pp. 3-19.
Berkowitz, E.N. and Flexner, W.A. (1981), “The Market For Health Care Service: Is There a Non-Traditional Consumer?”, Journal of Health Care Marketing, 1(1), pp. 25-34.
Boscarino, J. and Stelber, S.R. (1982), “Hospital Shopping and Consumer Choice”, Journal of Health Care Marketing, 2(2), pp. 15-23.
Bowen, John T. (1998), “Market Segmentation in Hospitality Research: No Longer A Sequential Process”, International Journal of Contemporary Hospitality Management, 10 (7), pp. 289-296.
Chernew, M., Scanlon, D. and Hayward, R. (1998), “Insurance Type and Choice of Hospital for Coronary Artery Bypass Graft Surgery”, Health Services Research 33(3), pp. 447-466.
Gooding, Sandra Smith (2000), “Quality, Sacrifice, and Value in Hospital Choice”, Journal of Hospital Marketing, 13(2), pp. 23-42.
Javalgi, R.G., Rao, S.R. and Thomas, E.G. (1991), “Choosing a hospital: Analysis of Consumer Tradeoffs”, Journal of Health Care Marketing, 11(1), pp. 12-22.
Kılınç, Ceyhun Çağlar (2008-2009), “Sağlık Sektöründe Faaliyette Bulunan Hastane İşletmelerinde Müşteri İlişkileri Yönetimi Üzerine Bir Araştırma”, Review of Social, Economic & Business Studies, 9/10, ss. 309-332.
Lee, Wan-I, Shih, Bih-Yaw, Chung, Yi-Shun (2008), “The Exploration of Consumers’ Behavior in Choosing Hospital by the Application of Neural Network”, Expert Systems with Applications, 34, pp. 806-816.
Lee, Wan-I., Chen, Cheng-Wu, Chen, Tsung-Hao, and Chen, Chen-Yuan (2010), “The Relationship Between Consumer Orientation, Service Value, Medical Care Service Quality and Patient Satisfaction: The Case Of A Medical Center in Southern Taiwan”, African Journal of Business Management, 4(4), pp. 448-458.
Leister, Jens and Stausberg, Jürgen (2007), “Why Do Patients Select a Hospital?”, Journal of Hospital Marketing & Public Relations, 17(2), pp. 13-31.
Luft, H.S., Garnick, D.W., Mark, D.H., Peltzman, Phibbs, C. S., Lichtenberg, E., and McPhee, S. (1990), “Does Quality Influence Choice of Hospital?”, Journal of the American Medical Association, 263(21), pp. 2899-2906.
McCullough, Tammy and Dodge, H. Robert (2002), “Understanding the Role Consumer Involvement Plays in the Effectiveness of Hospital Advertising”, Health Marketing Quarterly, 19(3), 3-20.
Özkan, Azzem (2003), “Hastane İşletmelerinde Maliyetleme Yaklaşımları, Uludağ Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(2), ss. 113- 130.
Phibbs, C.S., Mark D.H., Luft H.S., Peltzman-Rennie D., Garnick, D.W., Lichtenberg, E., and McPhee, S. (1993), “Choice of Hospital for Delivery: A Comparison of High-Risk and Low-Risk Women”, Health Services Research, 28(2), pp. 201-22.
Roh, Chul-Young (2007), “Health Care Utilization by Rural Patients: What Influences Hospital Choice?”, Social Work in Public Health, 23(1), pp. 75- 94.
Roh, C-Y. and Moon J.M. (2005), “Nearby, But Not Wanted? The Bypassing of Rural Hospitals and Policy Implications for Rural Health Care System”, Policy Studies Journal, 33(3), pp. 379-396.
Sanchez, Angel Ortiz and Fuentes, Maria Teresa Martı´n (2002), “Consumer Orientation of Public Hospital Websites in Spain”, International Journal of Medical Marketing, 3(1), pp. 20-30.
Sloane, Graeme, Tidwell, Paula and Horsfield, Melanie (1999), “Identification of the Decision Maker for a Patient's Hospital Choice”, Journal of Hospital Marketing, 13(1), pp. 57 -77.
Sosyal Güvenlik Kurumu Başkanlığı Basın ve Halkla İlişkiler Müşavirliği (2009), “SGK Sağlık Uygulama Tebliği İle Sağlık Hizmetlerinde Uygulama Birliği Sağlanıyor”, Basın Duyurusu, ss. 1-4.
Sun, Shili (2009), “An Analysis on the Conditions and Methods of Market Segmentation”, International Journal of Business and Management, 4(2), pp. 63-71.
T.C. Sağlık Bakanlığı (Nisan 2010), Sağlık İstatistikleri Yıllığı-2008, Yayın No: 790, Ankara, ss. 1-155.
Tai, W-T. C., Porell F. W. and Adams, E..K. (2004), “Hospital Choice of Rural Medicare Beneficiaries: Patient, Hospital Attributes, and the Patient- Physician Relationship”, HSR: Health Service Research, 39(6), pp. 1903- 1920.
Temür, Yusuf ve Bakırcı, Fehim (2008), “Türkiye’de Sağlık Kurumlarının Performans Analizi: Bir VZA Uygulaması” Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 10(3), ss. 261-282.
Tengilimoglu, Dilaver (2001), “Hastane Seçimine Etkili Olan Faktörler: Bir Alan Uygulaması”, Gazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 3(1), ss. 85-98.
Tengilimoğlu, Dilaver, Yeşiltaş, Mehmet, Kısa, Adnan and Dziegielewski, Sophia F.(2008), “The Role of Public Relations Activities in Hospital Choice”, Health Marketing Quarterly, 24(3), pp. 19-31.
Varinli, İnci ve Çakır, Aysel (2004), “Hizmet Kalitesi, Değer, Hasta Tatmini ve Davranışsal Niyetler Arasındaki İlişki -Kayseri'de Poliklinik Hastalarına Yönelik Bir Araştırma”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(2), ss. 33-52.
Youssef, Fayek N., Nel Deon and Bovaird Tony (1996), “Health Care Quality in NHS Hospitals”, International Journal of Health Care Quality Assurance, 9(1), pp.15-28.
- ISSN: 1301-3386
- Yayın Aralığı: Yılda 2 Sayı
- Başlangıç: 2018