不同類型醫療產品銷售人員所具備之核心能力分析-以博而美公司為例

摘要由於全民健保的關係，醫院本身面臨到營運上的困難，有些醫院在產品的選擇上往往將價格視為優先考量，企業獲利空間也大幅減少。因此，企業要想在如此競爭的環境中獲得成功，就必須要在動態環境中發展出所需要的核心能力，才能在競爭激烈的環境中獲得或維持住競爭優勢。而部門主管與第一線業務銷售人員對於本身所具備的核心能力的認知是否相同也成為一個相當重要的議題。本研究針對銷售不同屬性醫療產品(醫療設備、醫用材料、醫療耗材)的部門主管與業務銷售人員，找出部門主管與業務對自身核心能力的看法。本研究根據相關文獻並與博而美公司專業經理人討論，整理出以個人先天特質與後天學習培養的能力這兩個構面14 項準則，透過問卷方式針對博而美公司三種屬性產品之主管與業務進行問卷填寫，共發放39 份，回收39 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，針對此兩個構面探討博而美公司三種屬性產品之主管與業務對自身核心能力的看法，並對博而美公司提出管理與改善的方針與建議。本研究探討三種屬性產品之主管與業務對自身核心能力的看法，由本研究整理之修訂DANP 權重分析之結果顯示，三種屬性產品的主管皆認為「後天學習培養的能力」比「個人先天特質」更加重要。設備業務與耗材業務皆認為「個人先天特質」是較為重要的，而醫材業務則是認為「後天學習培養的能力」與「個人先天特質」同等重要。而無論是設備、醫材與耗材，主管與業務對核心能力的認知也都有所不同，因此由本研究可知主管與業務之間的溝通需要更加頻繁與深入。本研究實務上能夠幫助企業在未來新產品的開發、人員招募的條件設定、人員訓練的規劃與考核指標都能提供明確的指標。企業也可利用本研究結果，診斷自身銷售團隊所俱備的核心能力，判斷本身是較偏重何種屬性的銷售團隊，可以幫助未來在找尋新產品時能有所方向。企業對於未來的長遠規劃時，若有增加不同產品屬性的銷售計劃，在建立新團隊的人員養成，也可針對本研究的結果來做為人才招募還有訓練規劃時的項目。針對本身所缺乏的能力，也能夠幫助銷售團隊能夠更全面的發展。

關鍵字

醫療設備；醫用材料；醫療耗材；核心能力；個人先天特質；後天學習培養的能力

並列摘要

Abstract Due to the national health insurance and the operating difficulties, the hospitals often see price as the first priority when it comes to product selection. Therefore, corporate profit margins are reduced significantly. Nevertheless, in order to succeed in such a competitive environment, a company must develop the core competence to gain or maintain its advantages in a highly competitive environment. It is also a very important issue for department heads and business sales people to have the same understanding of their core competence. This study is aimed to find out the views of department heads and business sales personnel, who sell different medical products (medical equipment, medical device, consumable product), on their core competence. This study was based on the relevant literature and discussed with the professional managers of TBMS Company, and compiled 14 criteria for the two characteristics of personal innate traits and acquired learning ability, and used the questionnaire to refer to the department heads and business sales of TBMS's three types of medical products. A total of 39 questionnaires were issued, and 39 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 two aspects, the opinions of core competence by the department heads and business sales of TBMS's three types of medical products were investigated; thus the management and improvement measures and suggestions for related businesses were proposed. This study explores the opinions of the department heads and business sales of TBMS's three types of medical products on their core competence. From the results of the revised DANP weight analysis, this study found all the department heads of the three types of medical products believed that "acquired learning ability" is more important than the "personal innate traits". Both the medical equipment and the consumable product business sales considered the "personal innate traits" would be more important, while the medical device business sales considered the "acquired learning ability" is as important as the "personal innate traits". Regardless of medical equipment, medical device and consumable product, the department heads and business sales have different perceptions of core competence. Therefore, this study shows that communication between the department heads and business sales needs to be more frequent and thorough. This study provides a precise index for future product development, employee hiring criteria, employee developing plan and assessment, and sales strategies designs. According to the results of this research, companies are able to diagnose their sales team’s core competence, III determine the direction when looking for new products based on the types of sales teams. Besides, when developing long-term strategies, companies can extend their sales plans and nurture effective sales force. Moreover, this research will also help reinforce the abilities of the team and contribute to long-term development.