影響牙醫診所選購高單價設備之關鍵因素-以水雷射為例

Analyze Dental Clinics High-Priced Equipment Purchasing Decision –an Example of Waterlase

黃世明(Szu-Ming Huang)

指導教授 ： 陳筱琪 ； 蔡文鈞

中原大學/商學院/企業管理研究所/碩士(2018年)

https://doi.org/10.6840/cycu201800077

摘要

由於人口老化趨勢及國人對於牙齒保健更加重視，於台灣醫材市場較小，台灣牙科醫療器材產業競爭亦十分激烈，牙醫診所對於高單價醫療設備的選購也更加謹慎，對於設備廠商的能力及業務服務配合度更加要求。而各家廠商為了提昇產品品牌及各項能力的競爭優勢，獲得更高的市占率及客戶忠誠度，如何有效運用有限的資源，建立市場上的優勢主導地位，是值得探討的問題。
水雷射為一項先進的牙科治療科技與設備，本設備可大幅提昇牙科治療品質以及病患滿意度，善加利用本設備做為治療之輔助工具，甚至可有效創造投資回收（ROI）效益。現今大部分的牙醫診所經營者認為水雷射為一項購入成本高昂的醫療設備且非必要性的牙醫設備，故高單價產品的營銷工作要發掘台灣牙醫師對於投資高單價非必要性的前瞻性產品採購的目標客戶是一項非常不容易的事情。
本研究根據相關文獻及訪談了多位資深開業牙醫師，皆具有執業15年及開業10年以上的經歷，根據決策權之專家意見及採購建議，整理出以水雷射產品屬性、牙醫師其需求與痛點、診所型態，這三個構面14項準則，透過專家問卷方式針對台灣北區牙醫師對於此的評分，共發放20份，回收20份有效問卷，進一步利用複合式多評準決策方法，以DEMATEL及修訂DANP分析法，計算各項指標之權重值，得知各項指標的核心程度與因果關係，針對此三個構面探討牙醫診所對於高購置成本的產品其採用的影響關鍵因素，對於相關從業者提出管理與改善的方針與建議。
本研究探討影響牙醫診所選購高單價設備之關鍵因素，由本研究整理之修訂DANP權重分析之結果顯示，三個構面中「牙醫師其需求與痛點」為最重要的面向，而前三個因子先後順序為「價格」、「臨床問題解決」、「產品獲利性」，為三個最重要之準則，實務作業也是很重視的面向。產品價格當然也是很重要的一環，一般銷售都會首重產品售價，但是將產品價值的突顯或提升，將產品的性價比提高，達到此一構面整體的提升。實務上，水雷射產品的銷售在牙醫診所並非必需品之設備，故如何讓牙醫診所產生需求並刺激需求是最重要的議題，在銷售過程中首先並不會著重在價格議題，而是提供解決或改善問題，進而再提升至療品質及更好的醫病關係與診所經營績效，最終完成高單價設備的銷售。

關鍵字

水雷射 ； 牙醫師其需求與痛點 ； 診所型態 ； 臨床問題解決 ； 醫病關係

並列摘要

Taiwan's dentistry medical equipment industry is extremely competitive due to the aging population, people’s intensifying focus on dental health, and a relatively smaller medical equipment market. As a result, dental clinics are more prudent in their selection of medical equipment, and more demanding towards suppliers’ capabilities and cooperation for services. In order for companies to promote product brands, improve competitiveness, and increase market share as well as customer loyalty, the way of establishing a leading position in the market by using limited resources effectively is an important issue of study.
　　Waterlase is an advanced dental treatment technology. It significantly improves the dental treatment quality and patient satisfaction. Proper use of the equipment as a supplementary tool in treatments can even effectively create return on investment (ROI) benefits. Currently, most dental clinic owners consider water-mediated lasers expensive medical equipment and also non-essential dental equipment. Therefore, for the sale of high unit price products, it is extremely difficult to find target customers among Taiwanese dentists willing to invest in high unit price but non-essential products.
　　This study was based on relevant references and interviews of various senior dentists, who had held licenses for a minimum of 15 years and ran dental clinics for a minimum of 10 years. According to the procurement suggestions and opinions of decision-making experts, the study's expert survey was based on a summary of the waterlase product features, demands and pain points of dentists, types of clinics, and 14 standards of these three aspects. A total of 20 questionnaires were issued, and 20 valid questionnaires were retrieved. A hybrid multi-criteria decision-making approach, with decision-making trial and evaluation laboratory (DEMATEL) and a revised DEMATEL-based analytic network process (DANP), was used to calculate the weights of various indicators, and to determine the importance and causality of various indicators. Based on the three aspects, the key factors of the adoption of high cost products by dental clinics were investigated; thus the management and improvement measures and suggestions for related businesses were proposed.
　　Through the revised DANP weight analysis, this study found that the most important factor of the adoption of high cost products by dental clinics among the three aspects was "the demands and pain points of dentists". The top three elements of standards by order of importance were "price", "clinical problem-solving", and "product profitability", while practice was another important factor. Product price was certainly also an important factor. It is generally the most important factor in most sales activities. However, the aspect can be improved overall by highlighting or increasing the product value, and improving the product's cost–performance ratio. To create and drive the demand of waterlase for dental clinics is the most important issue as the product is non-essential equipment in practice. The sales process does not primarily focus on price, but rather to provide solutions or improvements, so as to further improve the treatment quality, doctor–patient relationships, and clinic operation performance. Ultimately, it leads to the closing of the high unit price equipment sales.

並列關鍵字

waterlase ； demands and pain points of dentists ； types of clinics ； problem-solving ； doctor–patient relationship

參考文獻

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