| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 99 === The medical marketing is often regarded as a kind of behavior highly related to the morality and also given a peculiar meaning under the social norm, different from general commercial marketing purpose of “talking must refer to the benefit”. The medical marketing is a mutual interaction behavior leading the medical service from the hospital to the patient, which takes the long-term relationship as a consideration.
After the health insurance system was implemented overall in Taiwan, in 1995, the public medical selectivity was raised, the medical barrier declined, and the medical service had tended to be “customer-oriented”. In recent years, after the health insurance system adopted the lump sum budget payment, the medical institute faced the unprecedented existence pressure. However, the medical products possess the high risk property, the hygiene competent authority makes a law to strictly regulate the medical marketing and advertisement in order to protect the public, incorporates the appraisal items of the top three degree hospital of the health insurance authorized category and takes the health insurance payment as the suppressing condition but only to inflict a penalty on the clinic by law which needn’t to participate in the appraisal and incurs the management and control unbalanced phenomenon in the overall structure of disobeying the medical marketing. The government competent authority is unfamiliar with the media medical marketing mechanism and the sanction frequently inflicting a penalty on and closing the electronic media not only makes the channel compressed by which the public acquire the new medical information through the media communication way but also further influences the will that the medical institute publishes the health information.
However, most of the past relevant medical marketing researches cut in from the health communication dimension and seldom touch the exploration of the medical marketing relevant strategy implication. Therefore, the study aims at the management or the personnel in charge of the marketing department of the medical system (medical center, regional hospital and district hospital) of the internal health insurance authorized category as in-depth interviewees. The study quotes the relevant researches of Philp Kolter’s marketing management strategy and social marketing in an attempt to explore and to arrange the thought and execution model behind every degree of hospital medical marketing strategy. The study has two destinations: one is to construct the effective model of the medical marketing strategy in favor of the application of the medical society across the field; the other is to suggest that the government competent authority enact the more proper and fairer management policy to align the medical marketing activity of every degree hospital and in consideration to the medical morality and existence development principle, to integrate the marketing source, to raise the attention of the public to health, also to help the hospital establish a good doctor-patient relationship to create a win-win situation.
|
|---|
