中国医疗旅游协助机构网站内容调查分析

Investigation and analysis of the content of China medical travel facilitator websites

目的探究中国医疗旅游协助机构发展状况,为研究中国医疗旅游与中国医疗旅游协助机构提供数据参考。方法通过研究中国医疗旅游协助机构网站的内容,以"医疗旅游or海外医疗or境外医疗or跨境医疗"为搜索语句进行百度搜索,对前30页出现的医疗旅游协助机构网站的内容进行调查分析。结果共27家医疗旅游协助机构网站纳入研究范围,其中18家为近五年成立,13家位于北京,16家的注册资本在500万以上;诊断(85.2%)是最普遍的医疗项目;目的地包含美国、日本、德国的网站分别有23、19、14家;27家网站都将医疗福利重点宣传,尤其是医院权威(25家),仅有1家提及风险告知和法律保障;促销上,17家网站把患者案例作为营销手段,8家有转诊资质,6家提及安全须知,4家展示价格细节等核心要素。结论我国医疗旅游协助机构方兴未艾,资金门槛较高,主要分布在我国东部地区;医学福利以医院权威作为宣传重点,忽视潜在风险;促销形式多样,但资质、安全、价格方面缺乏核心竞争力。

Objective To explore the development status of medical travel facilitators in China, in order to provide data reference for the study of Chinese medical tourism and China medical travel facilitators. Methods By studying the content of the website of China medical travel facilitators, the search statement was conducted with ＂medical tourism or overseas medical or cross-border medical treatment＂, and the contents of the website of the China medical travel facilitators appeared in the first 30 pages were investigated and analyzed. Results A total of 27 websites of China medical travel facilitators were included in the study, of which 18 were established in the past five years, 13 were located in Beijing and 16 had a registered capital of over 5 million. Diagnosis（85.2%） was the most common medical item. The main destinations were the United States, Japan and Germany; 27 websites had focused on health benefits, especially the authority of the hospital（25 cases）, only 1 mention the risk of disclosure and legal protection; on the promotion, 17 websites put patient case as marketing means, 8 cases had referral qualification, 6 cases mentioned safety notice, 4 cases showed price details. Conclusion China medical travel facilitator is in the ascendant and its funding threshold is relatively high, mainly distributed in the eastern part of China. Medical welfare focuses on the authority of the hospital as the focus of publicity while neglecting potential risks; promotion in various forms, but lack of core competence in qualification, safety and price.