An analysis of the preventive medical market in Taiwan and recommendations for marketing strategy

[[abstract]]摘要 台灣的健保設施 提供民眾完善的健保照顧 隨著高齡化社會來臨 高齡及慢性病人口產生了大量的醫療照護需求 導致醫療成本提升、全民健保財務赤字 政府正面臨公共醫療改革的壓力 台灣的醫療產業也面臨瞬息萬變的經營環境。 醫療產業象徵著國家的經濟繁榮程度，與該國全體國民之健康及生活品質的程度有息息相關。據台灣生物技術開發中心統計 2011年生技醫療產業總產值約26億美元 預估預防保健醫療產業將成為目前全球成長最快、最有潛力的產業之一。 更年期是進入高齡化社會無法避免的必經過程 本研究將高齡化社會設定為主要市場區隔 以更年期族群為主要目標市場 並將「更年期症候群」可能引發的一連串慢性疾病的問題 做為探討主題。 本研究亦採用個案研究方法，透過面對面深度訪談的方式蒐集資料，透過訪談更年期(準)婦女及專業醫師、藥師及醫療相關產業從業人員的親身經驗及建議 並了解目前醫療產業對推廣預防保健對策之實際作為，深入探討如何規劃行銷策略，如何區隔市場，選擇目標市場與定位層面 以達成研究目的。並從預防醫學觀點探討台灣醫療產業對醫療保健相關系列之行銷策略，包括行銷策略(STP)及行銷組合(4P)策略，將分析結果提供醫療相關產業 作為更為貼近消費者所需的建議及行銷方向。[[abstract]]Abstract Health care facilities in Taiwan provides comprehensive health care with the advent of an aging society the population of the elderly and those with chronic disease generated a lot of medical care needs resulting in health care costs increase NHI financial deficit the government is facing pressure on public health care reform Taiwan's medical industry is also facing a rapidly changing business environment Medical industry symbolizes the degree of economic prosperity of the country and the health of all citizens of the country and the quality of life are closely related According to Taiwan's Development Center for Biotechnology Statistics in 2011 the biotechnology industry output value of about ($ 2 6 )billion estimated preventive health care industry will become one of the world's fastest growing and most promising industries。 Menopause is a non-avoided process process of entering an aging society This study aging society as the primary market segment to menopause as the main target market groups and the question "menopausal syndrome" may lead to a series of chronic diseases do to explore the topic This study also uses the case study method to collect the Menopause’ data through face-depth interviews personal and professional experience and advices of women physicians pharmacists and medical practitioners related industries and understand the current health care industry to promote preventive health care as a countermeasure for real in-depth to explore how to plan marketing strategies how to make market segment select target markets and positioning levels to achieve research purposes From the point of view of preventive medicine and to explore the medical industry in Taiwan for medical care related series of marketing strategies including marketing strategies (STP) and the marketing mix (4P) strategy the results of the analysis provide health-related industries as advised consumers closer to the desired and marketing direction