The main purpose of this study was to investigate the current hospital image positioning cognized by consumers. 26 attributes from literature review were constructed with five-point Likert Scale in the survey questionnaire. Five hospital image dimensions were obtained from factor analysis, and further self-administered questionnaires were designed to measure consumers' image positioning among study subjects. With convenience sampling method, questionnaires were administered to 1519 outpatients visiting six medical centers' family medicine department during March and April 1996 in Taipei. There were 612 questionnaires completed, which represents 40.3% responses rate. After data analysis, the major findings were: 1. Five image dimensions cognized by consumers of this study were the length of waiting time, the holistic impression of the hospital, the quality of outpatient services, the accessibility to visits, and the reputation of the hospital and doctors. 2. The consumers' hospital image positioning in this study was described as follows: Hospital A, B and C had specific positions in the market, hospital A was the reputation, hospital B was the holistic impression, and hospital C was the accessibility. However, hospital D, E and F had no specific positions, but bore the same nature with one another, which means they were more competitive. The quality of outpatient services and waiting time were two open positions unoccupied by any of the six hospitals, it could be developed for the marketing strategy.