全民健保實施後醫療市場的競爭日趨激烈。所以醫院如何運用適當的行銷手法來 提升醫院形象，才能因應未來丕變的醫療環境。本研究的主要目的在瞭解醫院門診顧客的就 診考慮因素。本研究只選擇臺南地區三家較大型且不同型態的醫院－成大醫院、奇美醫院、 省立臺南醫院為研究對象， 以人員訪問的方式，對該醫院之門診顧客分別進行 100 份訪問 ，三家醫院合計 300 份問卷。 研究結果顯示三家醫院門診顧客，就診考慮因素平均而言對 醫德最重視，其次為醫師的聲望醫術和醫療設備，對專業人員口碑的重視程度都大於親朋好 友口碑，而相關訊息主要由親戚朋友處得知。對醫院推廣活動相信程度和宣傳活動注意程度 高，然而對醫院廣告活動贊同程度較低。

　　　　　After the introduction of the National Health Insurance have gradually increased the competition in the medical market. It is more important to make use of marketing to promote hospital image. This research tries to understand the key factors that affect outpatient to hospital. Interviews in person were performed in 1998 with 300 outpatients Above selected from three hospital-National Cheng Kung University Hospital、 CHI MEI FOUNTATION Hospital、 Provincial TAINAN Hospital in TAINAN METROPLIS. The results showed that the important factors that effect outpatient are the medical care quality and the equipment of hospital. The expert commendation is more important than the commendation of relatives or friend. To hospital promotion, outpatient believe and pay attention to more than to approve of.