醫療產品發展策略與業務銷售流程-以博而美公司為例

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，如何才能夠在不利廠商的健保環境下生存，擺脫低價產品的價格競爭，同時還能夠有穩定的業績成長與利潤空間，是目前國內醫療器產業需要深思的課題。　　本研究利用個案研究法與深度訪談法作為研究的方式，並以博而美公司為研究對象，探討三種型態的醫療產品:醫療設備、醫療耗材與醫用材料三大類，考慮到自費市場與健保市場兩個干擾因素，以產品類別的不同分析出產品特性、組織核心能力與業務銷售流程的差異。　　研究結果發現，不同屬性的醫療產品在其銷售流程與核心能力上都有其差異性與獨特性。對於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、銷售策略的設計都能夠提供明確的指標。企業也可利用本研究結果，診斷自身的銷售團隊本身所俱備的核心能力，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方向。企業對於未來長遠的規劃時，若有要增加不同產品屬性的銷售計劃，在建立新團隊時的人員養成，也可針對本研究結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來，也能夠補強幫助銷售團隊能夠更全面有助於長遠的發展。

關鍵字

全民健保；醫療設備；醫療耗材；醫用材料；產品特性；組織核心能力；銷售流程；銷售策略；深度訪談法

並列摘要

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. Under the national health insurance environment which is adverse to the corporates, how to survive, get rid of price war, as well as to grow steadily with profits becomes a critical issue in domestic medical industry. By case study research and in-depth interview, this research is focused on three types of medical products- medical equipment, medical device and medical consumable product in TBMS International Corporation Limited. Taking consideration of the differences in national health insurance and patient pay markets, this research analyses the product features, organizational core competencies and business sales processes in the three types of medical products. This research has found the differences and uniqueness in organizational core competencies and business sales processes within the three types of medical products. It also provides a precise index for future product development, employee hiring criteria, employee developing plan and assessment, and sales strategies designs. Companies are able to use the results of this research to diagnose their sales team’s core competencies, determine the direction when looking for new products based on the types of sales teams. When developing long-term strategies, companies can extend their sales plans and nurture effective sales force according to the results of this research. What’s more, this research will also help reinforce the abilities of the team and contribute to long-term development.

並列關鍵字

National Health Insurance ； Medical Equipment ； Medical Device ； Medical Consumable Product ； Organizational Core Competencies ； Sales Processes ； Sales Strategies ； In-Depth Interview

參考文獻

博而美國際股份有限公司官方網站 http://www.tbms.com.tw/

台灣經濟研究院生物科技產業研究中心http://www.biotaiwan.org.tw/

Aaker, D. A. (1989). "Managing assets and Skills: The Key to Sustainable Competitive." California Management Review 18(1): 91-106.

Barney, J. B. (1986). "Organizational culture: Can it be a source of sustained competitive advantage." Academy of Management Review. 11(3): 656-665.

Barney, J. E. (1991). "Firm Resources and Sustained Competetive Advantage." Journal of Management 17(1): 99-120.

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醫療產品發展策略與業務銷售流程-以博而美公司為例

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