非營利組織社會行銷個案探討：以促進兒童用藥安全為例

The Case Study of Nonprofit Organization Social Marketing: Example of Pediatric Medicine Safety Program

畢兆偉(Chao-Wei Pi) ； 石振國(Chen-Kuo Shih)

《中華行政學報》 10期 (2012/06) Pp. 137-172

https://doi.org/10.6712/JCPA.201206_(10).0007

摘要

本文探討非營利組織社會行銷在實際個案的應用情況，透過文獻探討、深度訪談法了解非營利組織社會行銷的策略與結果，以評估社會行銷的成效與困境，根據實證分析結果，歸納本研究發現如下：一、本研究個案的兒童用藥安全社會行銷計畫與Kotler的社會行銷架構相當吻合。二、研究個案主要採取發函、開會討論、電話討論、公聽會討論、座談會討論的方式與關係網絡成員產生互動。三、本研究個案的社會行銷成效包括：1.政府機關兒童用藥政策的改變；2.民間團體的支持與迴響；3.醫策會將兒童用藥評鑑內容列入醫院評鑑重點。社會行銷的困境則包括：1.國內市面上兒童專用藥的品項不足；2.兒童專用藥市場小，藥廠不願積極研發生產；3.基層診所醫師基於成本考量，不願處方兒童專用藥這類高價藥品；4.政府並無投入更多成本發展兒童用藥；5.家長對兒童專用藥的優點不甚了解，因此無法有效向政府與醫療院所施壓。四、研究個案以召開記者會的行銷策略，以及與衛生主管機關產生互動，對於社會行銷計畫目標的達成最為有效。最後，本文依據實證分析的結果，分別對研究個案、政府機關、民間團體的兒童用藥安全推廣策略，以及後續研究等方面提出建議，以做為促進我國兒童用藥安全爾後研究參考。

關鍵字

非營利組織 ； 社會行銷 ； 兒童用藥安全 ； 台灣醫療改革基金會

並列摘要

This research is the application of social marketing to the program of nonprofit organization. This article applied the research methods of literature review and in-depth interview to understand the strategies and outcomes and then to accesses the effectiveness and difficulties of nonprofit organization's social marketing. Based on the analysis results, the research findings are concluded as the following:First, the research case's Pediatric Medicine Safety Social Marketing Program matched Kotler's social marketing framework. Second, the research case interacted with the members in the network relation by sending letters, conference discussions, telephone discussions, public hearing discussions and seminar discussions. Third, the social marketing outcomes of the research case included: (a) change in governmental agency's pediatric medicine policy; (b) private organizations' supports and responses; (c) Taiwan Joint Commission on Hospital Accreditation included pediatric medicine accreditation in the hospital accreditation content. The difficulties of social marketing included: (a) the types of ”Make Medicines Child Size” in the market in Taiwan are insufficient; (b) the market for ”Make Medicines Child Size” is small and the pharmaceutical industry is not willing to develop and make such medicine; (c) due to cost, doctors of primary clinics are not willing to prescribe expensive medicines such as ”Make Medicines Child Size”; (d) the government has not invested any more money in the development of pediatric medicine; (e) parents do not know much about the advantages of ”Make Medicines Child Size” and thus could not put pressure on the government and the medical institutes effectively. Fourth, the research case used press conference as the marketing strategy to interact with competent health authority which was most effective in terms of reaching the goal of social marketing program.Lastly, based on the results of the empirical analysis, suggestions were proposed regarding the promotional strategies of pediatric medicine safety for the research case, governmental agencies and private organizations. Moreover, suggestions for follow-up research projects were also proposed to provide references for pediatric medicine safety researches in the future.

並列關鍵字

Nonprofit Organization ； Social Marketing ； Pediatric Medicine Safety ； Taiwan Health Care Reform Foundation

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