醫療服務行銷策略之探討─以P牙醫診所為例

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题名:	醫療服務行銷策略之探討─以P牙醫診所為例
作者:	林智俊;Lin, Chih-Chun
贡献者:	高階主管企管碩士班
关键词:	牙醫診所;醫療服務行銷;行銷金三角;Dental clinic;medical service marketing;golden triangle marketing
日期:	2017-04-27
上传时间:	2017-05-05 17:25:32 (UTC+8)
出版者:	國立中央大學
摘要:	全民健康保險的實施，造就了牙醫產業的蓬勃發展，然而牙醫師數目及牙醫診所家數的快速成長，健保給付逐年下降，診所經營受到嚴厲的考驗。面對競爭激烈的環境，醫療院所利用行銷策略，增加營運的優勢，已成為趨勢。經營管理、服務行銷就成為一個重要且值得深入探討的主題，因此引發本研究的動機。本研究選擇位於新竹的P牙醫診所作為個案研究對象，深入探討面對台灣牙醫產業現況的應變方式、醫療服務行銷的模式與策略的制定，並進行SWOT分析。本研究以質性方法來做研究分析，採用群體訪談個案診所高階主管與員工以及次級資料的蒐集取得研究資料。經本研究深入分析探討後，對本研究個案歸納出以下結論：(1)因應整體牙醫環境的變化，牙科醫療院所應擺脫健保總額支付的框架，加速朝向自費醫療轉型；(2)「以患者為中心」的出發點，醫療服務價值為主軸，發展醫療服務行銷，致力於推動與落實服務行銷金三角的觀念。本研究對於個案公司提出下列建議：(1)異業結盟擴大商機，提供完整保健服務；(2)強化核心技術，建立品牌形象；(3)深耕組織文化，落實教育訓練計劃；(4)打造接班團隊，提升員工價值；(5)導入科技系統，落實知識管理機制；(6)專業知識共享，開創利他共贏局面。對於未來研究方向之建議為：(1)增加個案的多樣性，客觀的做出推論；(2)補足質性研究缺乏量化數據分析之缺點，使研究結果更臻完善。本研究對於研究主題之選擇、研究架構之建立與個案公司高階經營層之訪談上雖然研究過程力求嚴謹以符合科學原則，然而仍有一些限制：(1)研究方法的限制；(2)研究過程的限制；(3)研究應用範圍的限制。;The implement of the National Health Insurance risen the dental market in blooming, however, it also has made clinics face more challenges for the stronger competition from the fast growth of dentists and dental clinics, and the decreasing payment from the National Health Insurance. In such circumstance, it has become the trend for hospitals or clinics to use marketing strategies in order to strengthen their advantages. Thus, the management and service marketing became an important and worthy topic to be deeply studied, that inspired the motivation to start this reach. The clinic P located in Hsinchu is selected as the studied case here. The research is deeply studied how Taiwanese dental industries find out solutions, set up the marketing mode of health care and the strategies, and then analyze the performance of case clinic through the SWOT. The data collection came from the depth interview with the management and employees in the clinic P, and the secondary data, based on the Qualitative Research Method. Two conclusions are made after the deep analysis to the studied case, (1) dental clinics should develop strategies toward the case payment instead of being bonded by the National Health Insurance system, and (2) dental clinics should develop medical service marketing by positioning patient as the core and increasing the value of medical service based on the concept of golden triangle marketing. The comments to the case clinic are as follows, (1) use the horizontal alliances to provide complete medical services, and (2) strengthen core techniques to build the brand image, (3) deeply root the organization culture by implementing training plans, (4) develop the successor plan to increase the employee value, (5) load in high tech system to carry out the knowledge management, and (6) share the professional knowledge to create the mutual benefit. Future research direction is commented toward to (1) increase the numbers of studied case to have more neutral conclusions, and (2) use Quantitative Analysis Method by providing more data to perfect the research result. The research is proceeded carefully to meet the scientific principles for the topic selection, research structure, and the interview with case clinic management and employees, but some limitations are still existed as below, (1) limitation to the research method, (2) limitation to the research process, and (3) limitation to the application range of research.
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