A discussion of refractive medical behavior from an experiential marketing viewpoint

Since the launch of National Health Insurance System, the financial source of funding for hospital financing has been reduced. Meanwhile, more and more customers attach importance to the experience of the medical process. Our study adopts "strategic modules of experiential marketing" by Schmitt to be the theoretical basis and proceed with in-depth interviews to discuss the influence of "medical behavior" on customers' experiences. We interviewed 32 patients who had a refractive surgery experience. The results show there are 10 propositions, which could be developed from 5 experiential modules - SENSE, FEEL, THINK, ACT, and RELATE - of customers' medical experiences. This study clarifies the experiences of customers during the process of a refractive surgery experience in order to provide medical institutions with the direction of experiential marketing to consider how to use experiential providers to reinforce customers' experiences.