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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/4560


    Title: 台灣現行醫療行銷之商業倫理探究
    Authors: 張廣赦;Kuang-She Chang
    Contributors: 哲學研究所碩士在職專班
    Keywords: 商業倫理;醫療法;倫理守則;醫療行銷;置入行銷;醫療品質;廣告;指導原則;超級規範;medical law;Physician Law;Health care marketing;business ethics;medical quality;Code of Ethics;Advertising;guideline;ethics code;product placement;hypernorms
    Date: 2007-12-28
    Issue Date: 2009-09-22 09:27:06 (UTC+8)
    Publisher: 國立中央大學圖書館
    Abstract: 在醫療行銷的觀念下,行銷管理的目的在於提升民眾的醫療服務品質。良好的醫療服務品質品質包括了: 1.生活在高品質的醫療服務環境:民眾可以很方便地得到費用合理和精湛設備、技術及多樣化的優良的醫療服務品質。 2.生活在高品質的自然環境:在製造產品與提供服務的過程中,減少對自然環境的破壞與污染(醫療廢水、廢棄物)。 3.生活在高品質的文化環境:期盼企業獲得利潤後,提撥部分的盈餘贊助社會之公益活動及文化事業。 醫療機構院所及非醫療機構和其相關企業運用商業手法從事行銷是否恰當?而許多醫療行銷的資訊,出現誇大不實,違反公平、不符公共利益的倫理問題,是本文研究的重點。 在顧及國人健康福祉資訊需求下,適當保障業者之言論自由、出版自由,適度開放醫療行銷之限制,如預防保健、醫學新知、新科技醫療技術或儀器、新藥品、健康講座等行銷是有其必要,但同時杜絕誇大不實之行銷行為,亦應對其制約規範,要求自律。以期保障優質醫療機構院所及其相關企業並建立安全、健康的倫理道德生活和醫療服務與品質環境。 醫療行銷管制之目主要的在於規範醫療市場競爭秩序以及保護民眾權益,然而法制面管制僅是最低規範標準,如何使醫療院所在從事行銷時能自律且符合醫學及商業道德倫理是各界所應努力的方向,因此政府衛生主管機關如何能有效管理且讓醫療機構院所可以有適切之空間進行行銷,令民眾能獲得充份醫療知識資訊。是研究者期許之目標,本文研究者係以醫學倫理為起點,轉以商業倫理之觀點作評論醫療行銷,再針對醫療機構院所、政府及社會大眾三者提出以國際超級規範、區域性規範整合出台灣醫療行銷適合之制約規範指導原則,以建立台灣往後醫療行銷應有之醫學、商業倫理道德社會責任。 In the context of medical marketing, the purpose of marketing management is to improve the medical services which include living in the high service quality of medical environment, living in the high natural quality environment, and living in the high culture quality environment. This essay aims at questioning that is it right for hospital to have non-medical advertisement? Recnetly there are many hospitals using non-medical advertisement to attract more patients to have unnecessary medical treatments due to the over competition. Moreover, this essay suggests that Tawian needs more proper medical and non-medical marketing norms as guidelines to let those hospitals to follow. In order to do so, Stakeholder Theory and Integrate Social Contract Theory (ISCT) have been applied and several principles of medical and non-medical advertisement have been proposed as well.
    Appears in Collections:[哲學研究所碩士在職專班 ] 博碩士論文

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