| Summary: | 碩士 === 長庚大學 === 醫務管理學研究所 === 92 === Abstract
The implementation of national health insurance in 1995 has created substantial impacts on the health care market in the recent years. On one hand, NHI has lowered the financial risks faced by the patients, and further has improved people’s accessibility to health services and also raised the demand for expectation of high-quality health care. On the other hand, various payment reforms have consequently increased the financial pressure encountered by the health care institutions. To strategically cope with the changing environment, hospital managers not only need to strengthen the core services rendered, but they also have to venture into new service market to survive in the highly competitive market place.
The development of positron emission tomography (PET) imaging techniques has contributed to the increase in sensitivity of cancer tumor diagnosis. Due to its non-invasive and whole body imaging diagnostic characterisitics, the application of PET in health examination has been considered as a new venture in health care market.
This study aims to conduct an analysis of PET market from the perspective of marketing health examination. A case study of the establishment and operation of the PET imaging center in a medical center situated in northern Taiwan is also presented. This study intends to investigate the development of advanced medical technology and to explore the market strategies adopted by the hospital studied.
The researcher has found that the case center has made good use of the power of mass media to promote its public image and publicity. Through its alliance with the for-profit subsidiaries of the founding enterprise, the case center has successfully marketing the PET health examination products. The service volume rendered has generated enough revenues to exceed its break-even point in its third-year operation. In addition, the early detection rate of the cancer tumor, 1.3%, is comparable with that found in the HIMEDIC PET center in Japan. It is anticipated that the study results can provide valuable references for hospital management practices.
Keywords:
PET, health examination, marketing strategy, pricing strategy
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