醫院形象與定位策略(1) 等候時間的長短。(2) 醫院的整體觀感。(3) 門診的醫療品質。(4) 就醫的便利性。(5) 醫院和醫師的名聲。樣本人口所認知的醫院形象定位為A、B、C醫院目前的定位明確，分別為醫院及醫師的名聲、整體觀感及就醫的便利性；D、E、F醫院則不明確且同質性高；而等候時間與醫療品質則是尚未被佔據的開放位置，係可發展行銷策略的定位點。( 中華衛誌1998 ；17(2) ：111-124) * * Hospital Image Positioning  五個形象構面Five image dimensions  The length of waiting time The holistic impression of the hospital The quality of outpatient services The accessibility to visits The reputation of the hospital and doctors.  醫療品質與整體觀感是民眾認為較重要的兩項台北市六家醫院的家醫科就診民眾為研究對象Hospital Image or Positioning Analysis What products or services is the hospital or company best known for? How is our hospital perceived? Is the image consistent with our marketing emphasis? Does the image vary by market segment? What is our image compared with the competition's? Do our name and logo add to or conflict with the image we want? What image should we have, given our strengths and products? What do consumers think of our facilities, personnel, prices, products, services, and advertising? How do customers perceive the quality and experience of our products, services, and staff?  Competitive Analysis (I)  Who are our primary and secondary competitors? How are they positioning themselves against us? What are the competition's strengths and weaknesses?