臺大醫院雲林分院健康管理中心之經營及行銷策略

Operation and Marketing Strategy of Health Management Center at National Taiwan University Hospital Yun-Lin Branch

黃瑞仁(Juey-Jen Hwang)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業管理組/碩士(2009年)

https://doi.org/10.6342/NTU.2009.03269

摘要

台灣整體醫療環境在近年來迅速變遷，消費者對於健康照護的需求及要求日益上升，台大醫院雲林分院在提昇醫療品質的過程中，感受到雲林地區民眾就醫者多為重症，民眾普遍缺乏早期診斷的預防醫學概念。為了落實預防醫學，積極籌設雲林分院健康管理中心，期待經由典範轉移及健康促進的推動，提供雲林縣及附近地區最佳健康檢查中心及最完善的後續健康追蹤管理。開幕後，發現投入之人力、物力及資訊設備等軟硬體的健檢中心，每日卻只有一至二位受檢顧客，遠低於設定的目標「每日健檢八人次」，耗資三千多萬的健康管理中心，面臨經營的困境，如不及時採取合適的行銷策略和積極執行，中心業務勢必難以拓展。
本研究藉由個案研究法研究台大醫院雲林分院健康管理中心之規劃及設置，至後來健康管理中心在經營上面臨初期的困境，適切的導入行銷策略及手法，建構及拓展「品牌」知名度、產品「內容」行銷、積極發揮中心「功能」，提供高品質健康檢查服務，最後達到「落實雲林地區預防醫學概念」的目標。醫療產業行銷的根本是要有優質的產品，也就是要維持高品質、高效率及貼心的醫療服務。基於這個理念，本健康管理中心維持高醫療技術及高服務品質的經營策略如下︰高品質--透過各專科主治醫師親自會診，並加入本院心臟內科、腸胃內科及胸腔內科等三大專科醫師解說報告，本院亦強調檢查結果的正確性，這就是顧客所期待的＂台大品牌＂。其次是檢查的高效率流程--我們確保整體檢查流程順暢，顧客可在既定時間內完成整套的健康檢查。貼心的服務--本中心所有的服務人員包括醫療團隊及健康管理師，與受檢顧客互動過程中，可讓顧客感受到醫療團隊的專業與熱誠，更可以獲得相關的健康資訊。有了高品質、高效率及貼心服務做為後盾，我們就更應該讓這樣的醫療形成我們的品牌，因而下一個重點，就是如何拓展品牌的知名度。
本研究目的包括：
(一)健康管理中心經營成效的評估: 包括中心之建置、營運流程及品質管理。
(二)行銷策略及執行: 界定目標客群、發掘潛在客戶、行銷手法之運用以及醫療法規之遵循等。

關鍵字

經營策略 ； 行銷策略 ； 健康檢查 ； 健康管理 ； 策略管理

並列摘要

The rapid changes within health care industry in Taiwan have been accompanied by rising consumer demand for better health care. Despite the majority of patients seeking care at the National Taiwan University Hospital (NTUH) Yun-Lin Branch have some forms of major illness, few possess concept of early prevention. To promote preventive medicine, NTUH Yun-Lin Branch has spared no efforts in establishing her health management center (HMC) by building a model paradigm to offer the best health examination services and follow-up health management for the community. The service volume for the HMC immediately after operation was far less than the expected number of eight customers per day. Without an appropriate marketing strategy and implementation, the center would certainly run into management and financial crisis with the large sum of start-up investment.

In this case study, the design and implement of the HMC at NTUH Yun-Lin Branch, along with the challenges in operation, was scrutinized. Marketing strategy and implementation were then introduced to establish the branding, to define the contents, to maximize the function, of high quality health examination center, and to achieve the goal of building preventive medicine in Yun-Lin county and nearby areas. High quality service that is also efficient and patient-centered, is the essential part of health care industry. Such high quality service in the newly established HMC is achieved through the following measures:

Establishing the NTUH Brand:
Specialists, including attending staffs from cardiology, gastroenterology and pulmonary medicine, are on the consult team and provide detailed and accurate reports to the customers. The health examination also involves several fields of medical professionals, including anesthesiologist.

Efficient and smooth Process:
All processes were re-engineered to facility the timely and smooth completion of the examination. The medical teams and health managers alike provide pertinent health information throughout customer-centered service.

Our next mission is aimed at promoting the awareness of NTUH health management “brand” into the target population. Therefore, the objectives of the study include:
Evaluation of the performance of health management center: including the implementation, the service process and the quality of health management.
Marketing strategy and implementation: including identifying target and potential customers, marketing strategies and compliant to related laws and regulations.

並列關鍵字

Operation strategy ； Marketing strategy ； Health examination ； Health management ； Strategic management

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