THE IMPORTANCE OF PATIENT PREFERENCES IN THE MEASUREMENT OF HEALTH-CARE SATISFACTION

The idea that patients will be more satisfied with health care service s that are delivered to meet their preferences is central to the conce pt of health care marketing. Health care providers increasingly use ma rket segmentation and target marketing to optimize the fit between the ir services and the consumers who receive them. This study evaluates o ne model for incorporation of patient preferences into the measurement of satisfaction. Using multiple regression analysis, evaluations of t hree dimensions of health care satisfaction, interpersonal care, techn ical quality, access to care accounted for 63% of the variance in over all satisfaction. Inclusion of preferences, defined as importance rank s of each dimension, did not improve ability to predict satisfaction. Four preference segments were identified: interpersonal care seekers, access/quality seekers, access seekers and quality seekers. These four subgroups differed significantly on a number of sociodemographic, hea lth status and health service use characteristics but no significant d ifferences were found in satisfaction between preference segments. Pat ient satisfaction can best be measured as quality evaluations of dimen sions without regard to preferences. In considering the merits of mark et segmentation and target marketing, alternative satisfaction models that link preferences to health care satisfaction or the possibility t hat preference targeting does not lead to greater satisfaction should be evaluated.