視光服務業者醫療創新之行銷策略
-以F公司經營模式為例-

台灣在2015年時通過了驗光人員法案，對於國人眼睛保健工作帶來更大的保障，而這也表示符合驗光人員法之驗光人員，必須面對從服務性質的純商業模式轉型成醫療體系醫事人員的轉換與挑戰。據此，台灣視光業者可藉由創新的醫療服務，結合雙眼屈光測驗的視光數據和快速的健康檢查項目數據，使顧客更全面性了解眼睛的初步資訊。就視光產業採取創新醫療服務行銷方面，F公司已在中國發展出「視力護照平台」以建立消費者的視光配鏡檔案、眼睛狀況的數據，幫助消費者了解其眼睛的健康來預防眼睛疾病的產生；有鑑於F公司的視力護照平台機制可視為產品創新，本研究意在探討F公司在台灣的業務上，該如何藉由F公司中國區經驗，在台灣市場採取醫療創新行銷策略來維護、改善或創新F公司的經營模式。研究發現，F公司在視光產業已具備規模經濟，在市佔率較高的條件與利用產品代言人來製造流行風潮的氛圍下，可先利用本身與供應商、國際品牌商的良好關係積累優勢影響力來進行創新服務模式的建立。另一方面，F公司可以主動與眼科醫療有關的機構成立異業聯盟，讓公司的專業驗光與該機構連結，有利於F公司持續的擴展潛在市場，維護既有市場的利益。除此之外，可就成本、效能、可行性之間尋求最佳的平衡點，從既有的資源來加速公司創新服務以及品牌延伸的目標，使F公司由零售品牌升級為醫療服務品牌。

關鍵字

驗光人員法；視光產業；醫療創新；服務行銷；品牌延伸

並列摘要

The Law of Optometrist has passed in 2015, giving more guarantees to eye cares as well as transforming the industry of optometry from pure business patterns to medical-business-integrated trends. Relevant companies in Taiwan optometry industry, hence, have to build innovative medical services compounded eye-related products and services into optical test and eye health check to fascinate potential customers. In reality F company has constructed its professional platform to integrate optical business and optical medical services in China, this mechanism could give customers a series service from checking eyes to selling relevant products at one stop; Whereas F company has been succeeded in the integrations of innovative business marketing and optical medical services in China market, the study is to explore whether the same medical innovative marketing strategies could be progressed and accomplished in Taiwan. The results reveal that based on its high market share and scale economies in optometry industry, and the strategies of product spokesperson, F company could build innovative service through the networks among suppliers, international brand, and itself. Furthermore, F company could continue to expand potential markets and maintain existed benefits from the alliance between professional ophthalmology medical institution. In addition, F company could utilize three characters, cost effectiveness, and feasibility, to seek out the optimal balance, for accelerate the processes of innovative service and the extension of brand, and eventually to make F company from a retail brand to the medical service brand.