Application of Data Mining in Health Care Marketing--A Case Study of a Primary Health Care Provider in Central Taiwan

• Main Authors: Wen-Zhou Liang, 梁文洲
• Other Authors: Jieh-Shan Yeh
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/74692790900691192578

碩士 === 靜宜大學 === 資訊管理學系研究所 === 96 === Due to the large amount budget of health insurance, health care providers, especially the basic level of clinics, stand in great numbers. Currently, medical industry is confronted with the saturation of medical resources; it will probably cause the oversupply of medical resources in the future. This research attempts to apply on the services for patients of hospitals with commercial marketing; First, we use Analytic Hierarchy Process’s weight calculation and RFM (Recency, Frequency, Monetary) Analysis to analyze models for the earlier classification. Second, by regarding that paying fee for seeing doctor as a commercial behavior, we classify patients into four types: The most worthy, Secondary importance, General and Worthless. Then, we use the association rule mining to investigate and extract the characteristic rules of patients seeing doctors. After discussing the extracted rules with the experts, the obtained effective rules are applied to the medical marketing. The results of the study can offer the less support clinics for policy making and providing suitable service and marketing to patients. Expectantly, this will promote patients’ satisfaction of hospitals, maintain the reexamine rate of patients, decrease the unnecessary marketing expense, and increase clinic competitiveness.