醫療器材產業行銷人員之資訊行為研究

醫療器材產業與民眾就醫品質關係密切，為因應日益擴大的市場需求，醫療器材在科技快速的發展下不斷推陳出，投入經營的企業與就業人口不斷增加，但國內對醫療器材行銷人員之資訊行為研究相當匱乏。研究採質性研究方法，以半結構訪談方式進行資料蒐集，探討醫療器材產業行銷人員在處理任務過程中可能產生的資訊需求、資訊尋求來源管道和資訊尋求行為。本研究對11位醫療器材產業行銷人員進行訪談。研究發現，醫療器材產業行銷人員在處理不同任務時資訊需求有五大類型，包括：產品相關、技術相關、學術文獻、財稅相關與營建相關等。資訊尋求來源管道包括：網際網路、人際網絡、自己整理的檔案、醫院、廠商、資料庫、政府機構與外部單位。資訊尋求過程中遭遇困難有時間緊迫、找不到資料、沒有合適解決方案、資料不齊全與資料的可信度不足，解決的方式有換關鍵字搜尋、尋求其他管道、換其他方法尋找最終仍然無法找到想要的資訊會選擇放棄搜尋。本研究對醫療器材產業行銷人員之資訊行為的結論：醫療器材產業行銷人員之任務不同資訊需求有所差異、醫療器材產業行銷人員之任務愈無法預期，資訊需求愈多元、網際網路是醫療器材產業行銷人員資訊尋求最常利用管道、原廠是醫療器材產業行銷人員重要資訊的來源、醫療器材產業行銷人員重視資訊來源的權威性、良好的人際網絡能加快醫療器材產業行銷人員的資訊尋求。最後依據研究結果對醫療器材產業及醫療器材產業行銷人員提出建議，並建議後續研究可以生物技術產業為範疇或以量化方式進行研究。

關鍵字

資訊需求；資訊尋求；資訊尋求行為；醫療器材產業

並列摘要

The medical equipment industry is closely related to the quality of people’s medical treatment. In response to the ever-expanding market demand, medical equipment is constantly being introduced under the rapid development of science and technology, and the number of enterprises and the employed population continue to increase. However, domestic information on medical equipment marketers behavioral research is quite scarce. This study applies qualitative research methods and uses semi-structured interview for data collection to explore the possible information needs, information source channels and information seeking behaviors of medical equipment industry marketers. This study had taken interviews with 11 medical equipment industry marketers. It is found that there are five types of information needs of marketing personnel in the medical equipment industry when dealing with different tasks, including: product-related, technology-related, academic literature, finance and tax-related and construction-related etc. Their channels of information seeking include: internet, people networking, Self-organized files, hospitals, manufacturers, database, government agencies and external units. The difficulties encountered in the process of information seeking include time constraint, unable to find information, no suitable solution, incomplete information and lack of credibility of information. The solutions include searching by changing keywords, seeking other channels, and searching by other methods. If you still can't find the information you want, you will choose to give up the search. Conclusions for the study of the information use behavior of medical equipment industry marketers: medical equipment industry marketers have different information needs for different tasks. The more unpredictable the tasks of marketers in the medical equipment industry, the more diverse the demand for information. The Internet is the most commonly used channel for marketers in the medical equipment industry to seek information. The original factory is the source of important information for marketers in the medical device industry. Marketers in the medical equipment industry value the authority of information sources. A good people networking can speed up the information seeking of marketers in the medical equipment industry. Finally, this study has practical recommendations on medical device industry and Medical equipment marketers, it is also suggested that the future study may aim at biotechnology industry as the study subject or use quantitative method for further research.