Conjoint Analysis's Using In The Strategy Researching Of Hospital's Development

Objective: using Conjoint Analysis to research the preference data and eliciting the important attributes' part-worth utilities and the importance, then eliciting the hospitalizing preferences of inpatient; use proper simulator to simulate the hospitals' market share in the medical treatment market and the change of the market share based on the predicted utility; analyze the change in market share and offer the predicted effect analysis for hospital's development.Method: Hospital is a kind of important medicine service organization. As one kind of service, hospital has many attributes. Six important attributes among its attributes were selected for researching, including Characteristic Special Section Office, Technique Force, Hospitalizing Distance Of Patients, Service Attitude Of Doctors And Nurses, Sanitation Condition and Charge Status. Confirm the levels of attributes based on the real fact, then make up eighteen runs with different levels of attributes based on the orthogonal array and design the especial questionnaire for conjoint analysis with those runs. Survey the patients who are either patients at their own expenses or at medical safeguard expenses can choice freely the hospital to hospitalize in ten comprehensive hospitals in Chongqing, and there are one hundred, respectively. Use Conjoint Analysis to analyze the survey data, and elicit the utility of different levels of hospital's important attributes and the importance of each important attribute. Simulate the market share of different hospitals in order to provide the new thought for the health decision-making and the development of hospitals.Result: 1.in the own expenses patients (OEP), the six important attributes' importance is the sanitation condition (SC) (19.49%), the charge status (CS) (17.50%), the technique force (TF)(16.81%), the service attitude of doctors and nurses (SAODAN)(15.60%), the characteristic special section office (CSSO) (9.52%) and the hospitalizing distance of patients (HDOP) (9.22%). In the medical safeguard expenses patients (MSEP), the six important attributes' importance is the sanitation condition (20.27%), the service attitude of doctors and nurses (17.64%), the charge status (17.61%), the technique force (15.76%), the characteristic special section office (10.76%) and the hospitalizing distance of patients (8.06%). there is no significant difference between the proportions of the important attributes' importance in the two groups patients (0.5085,P=0.9977). 2. Changing the level value of the research attribute can get the new market share and the change of the market share, them predict the anticipated effect of the hospital's build.Conclusion: conjoint analysis can elicit the patients' preference when they choice the hospital to hospitalize, which can't be get by other statistics techniques; the result of conjoint analysis show that the OEP and the MSEP have the same preference when they choice hospital to hospitalize at this stage; patients mainly take the sanitation condition into account at first when they choice hospital to hospitalize, then take the charge status and the technique force into account, but then don't care the hospitalizing distance, which is very important for the health policymaker to make right decision.