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This study shows that the positioning technique can apply to the purchase of the healthcare service, and that the hospitals can increase marketing efficiency. The medical centers need to recognize how customers think of hospitals, why and how customers purchase certain hospital`s service and what factors affect customers to appraise the hospitals or the services. This study suggests competitive strategic main contents among medical centers by analyzing competitive positions of medical centers through measuring selection factors, perception levels, preference levels, and ideal points. The empirical study used the MDS (Multidimensional Scaling) to prove several perception levels by surveying the healthcare service customers. The limits of this study are following. First, the result of this study is not conclusive. The result of this study would be dynamic because customers` preference and the perception level are constantly changing with time. The second problem is a representation of samples because this study analyzes eight general hospitals, which were exclusively in Pusan, due to time and cost limits. The final problem could be from misunderstanding of surveyed subjects for the healthcare service attributes. The subjects could not understand well the healthcare service attributes. Even though this study has some limits, it would be a strategic basic material for the hospitals in rapidly changing healthcare service environment to keep and develop their business.