A study of marketing model on high-priced medical products - a case of computed tomography

• Main Authors: LIAO, WEN-LIANG, 廖文良
• Other Authors: WU,HONG-HUEI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/rzn2tt

碩士 === 中華大學 === 企業管理學系 === 106 === In Taiwan, lung cancer had the highest mortality rate of lung cancer is a one of the and each year more than 10,000 people suffer from lung cancer. However, in the early stage, the traditional chest X-ray images cannot be seen. Now, the only demonstrated effective screening tool for early-stage lung cancer is the "low-dose computed tomography scan, LDCT " of the chest. The advantages of LDCT are rapid, safe, and very sensitive. Therefore, screening with "chest LDCT" has become a powerful instrument for lung cancer detection. According to the present National Health Insurance rule, the “chest LDCT” can only be used to pay for cases with more serious lesions. Otherwise, in the general population does not have any lesion, they must be screened by their own expense. However, due to the high screening costs, this high-priced medical product is not generally accepted. Only early detection of early lung cancer can improve the survival rate of lung cancer, so how to use a marketing model to promote the “chest LDCT” so that people can improve their screening motivations and to achieve the concept that early prevention is now our important issue. This study explores how to maximize its effectiveness of the application of high-priced medical products such as "chest LDCT" screening for lung cancer through market analysis and diversified marketing models (e.g. special lecture marketing, information poster marketing, media exposure marketing etc.). By using these marketing models, in 2017, 331 LDCT scans were conducted by an anonymous hospital in Miaoli county of Taiwan. Among these 331 people, 236 were 45 years old or older and 95 were under 45 years of age. In these scans, there were 224 were normal results and 107 were abnormal. The abnormal rate was 32% and the results were outstanding.