生技產品多角化策略診所醫師接受度研究

A Study on Clinics Acceptance of Diversification Strategy in Biotech Products

吳錦河(Chin-ho Wu)

指導教授 ： 劉偉文

中臺科技大學/管理學院/健康產業管理研究所/碩士(2012年)

摘要

摘要
生技產業領域相當廣泛，其相關產品甚受市場歡迎，因此良好的多角化經營策略，除了可滿足消費者的需求外亦可提昇企業的經營績效。本研究即探討診所醫師對生技產品之滿意度推薦度及新產品接受度，並據以擬定最適宜之多角化策略。
本研究以某生技公司的顧客群即診所醫師為研究對象，共發出350份問卷，回收140份，有效樣本138份，有效回收率39%。採Likert Scale 五點尺度法，評量滿意度及新產品接受度，以淨推薦者分數(Net Promoter Score, NPS)，評量推薦度。
本研究發現診所醫師對藥品的滿意度為3.09±1.49，對醫療器材的滿意度為1.71±1.69，對健康食品的滿意度為0.54±1.32。對藥品的推薦度之NPS(%)為17.9，對醫療器材的推薦度之NPS(%)為-16.3，對健康食品推薦度之NPS(%)為-55.1。對擬提供新藥品之接受度為3.77±0.94，對擬提供檢測診斷試劑接受度為3.13±0.97，對擬提供保健功能產品之接受度為3.12±1.05。此外，本研究亦發現人口統計變項不同對產品滿意度有顯著差異產品滿意度與產品推薦度有顯著相關及產品滿意度與新產品接受度有顯著相關。
有鑑於此，在擬定多角化策略時應以新藥品為最先考量，並加強對具獨特性新醫療器材及保健食品的推廣，才能提高顧客之滿意度與推薦度，並以有效提昇經營績效。
關鍵字：生技產品、診所醫師接受度、淨推薦者分數、多角化策略

關鍵字

生技產品 ； 診所醫師接受度 ； 淨推薦者分數 ； 多角化策略

並列摘要

Abstract
The biological technology industry is quite extensive, related products have become a sensation in retail marketing. Therefore, well diverse management strategies can not only satisfy and accommodate the multilevel requirements of consumers, but also enhance business performance. This study is to evaluate the biotech product is degree of satisfaction, recommendation and new product acceptance on clinics. Then formulate a suitable diversified business strategy.
This investigation is based on the answers of surveys sent to clinics who are customers of one of the biotech company. The company sent out 350 surveys and received 140 of them back. Giving us a response rate of 39%. We employed the Likert Scale to evaluate customer satisfaction, and new item acceptance; with Net Promoter Score, NPS estimates the recommendation.
The survey exhibit the degree of customer satisfaction toward the medicine with a score of 3.09 ±1.49; toward the medical equipment the score is 1.71 ±1.69; dietary supplement scored 0.54 ±1.32. The NPS (%) of recommendation rate toward the medicine is 17.9. The NPS (%) toward the medical equipment is -16.3. The NPS (%) toward the dietary supplement is -55.1. The customers’ acceptance to the dietary supplement product is 3.77 ±0.94. The customers’ acceptance to the diagnostic regent is 3.13 ±0.97. The customers’ acceptance to the herbal medications is 3.12 ±1.05.
Furthermore it was discovered during our investigation that any change population dynamics will have a drastic impact on numbers reported.
As a result, projection the diversity management strategy for new medication is the top priority. Otherwise, to gain customers’ satisfaction and endorsement, aggressive promotion of new unique medical equipment and dietary supplements is vital to increase company performance.

Keywords: biotech product, clinics acceptance, net promotor score, diversification strategy

並列關鍵字

Keywords: biotech product ； clinics acceptance ； net promotor score ； diversification strategy

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