In the medical industry, a lot of importance has been attached to the market of health examination. Today, it grows fast and stably. Providing health examination program through large hospitals is a service expected by the public. The purpose of this study is to understand the demographical characteristics as well as individual behavior and cognition through an analysis of people who used to accept the health examination, and investigate the relativity between the personal data and selection of health examination items. Structural questionnaires are adopted in this study. A total of 942 citizens who used to accept self-paid health examinations in an affiliated health examination center of a large medical center are covered. Through a descriptive statistics, an analysis of difference is conducted on the variables including sex and age, as well as health cognition. The results of selected examination set are also analyzed based on the examination items. We find that most of the citizens who used to accept self-paid health examination make their selections among items in basic set. Examination on a specific body part or organ is not common. Among personal diseases, the most frequent disease is hypertension. No significant difference can be found between individual disease history and selected examination items. The results of personal behavior characteristics and health cognition can be provided to professional medical staffs for an evaluation of life style. The provided health education directions can be more detailed based on the integrality of data. The occupations of citizens who used to accept self-paid health examination are semi-professionals or general public servants. They are interested in heart examinations. If we put personal disease into consideration, people who have a liver disease history seem to be quite interested in cancer examination. No significant difference can be found between the results of personal behavior characteristics or health cognition analysis and the selection of health examination items. In this study, we suggest that the organization managers should try to understand the public characteristics though an effective market analysis, in order to develop various examination sets with appropriate pricing policies. Service and medical quality should also be enhanced to improve the rate of return.
