自費醫療之行銷策略分析

Abstract

健保制度對於醫療產業的限制促使各醫療院所紛紛轉而發展自費醫療，國民花費於自費醫療的支出也逐年增加，顯示醫療的範圍已從治療擴大至美容、身心健康、預防醫學、醫美等。自費醫療增加了醫療人才及醫療資源的價值，更帶給醫療產業一個成長的契機。然而，政府對於自費醫療的行銷規範導致醫療產業同業檢舉風氣盛行、大幅限制了自費醫療產業的發展，且醫療行銷法規也落後於實務技術的轉變和進步速度，終究會產生醫療人才外流及產業衰退的後果。有鑑於此，本研究針對三家診所的自費醫療業務進行訪談，探討現行規範下醫療產業的行銷策略以及法規對於各診所行銷的阻礙，試圖分析出其他醫療機構可效法的行銷模式，同時給予政府主管機關修改法條的思考方向和建議。台灣現行法規對於醫療廣告的限制非常嚴格，對於自費醫療產業的定義也非常模糊，但自費醫療產業不應視為一般醫療服務，也不是非營利單位。政府不應給予自費醫療業如此嚴格的限制，可適度開放行銷和用藥限制，不但可減少國內同業的檢舉風氣，也可促進產業發展和經濟效益。

The restrictions Taiwan's public health insurance policies have imposed upon the medical industry have caused many medical professionals and institutes to seek profit through the development of self-pay medical treatments. Revenues gained from self-pay medical treatments show annual growth, indicating that the medical industry is is no longer simply concerned with the healing of illnesses, but is now also moving into beauty, mental health, illness prevention, and cosmetic surgery. Self-pay medical care provides an alternative revenue source for medical professionals, but unfortunately outdated marketing restrictions placed upon the medical industry are now greatly hampering future development, and may further cause industry decline and a loss of human resources. This study compiles the results of interviews conducted with managers of self-pay clinics, mapping out successful marketing strategies of the medical industry under current laws. It is hoped that the results of our study can provide a reference for other medical professionals when mapping their own marketing strategy, and also to government officials seeking to change current laws. Current laws regarding medical marketing in Taiwan are very strict and the definitions for the self-pay medical industry are quite unclear. However, the self-pay medical industry should not be treated like normal public health clinics, but should also not be treated as a nonprofit unit. The government should relax some of the marketing and medical limits imposed on the self-pay medical industry, which can not only lessen the vicious competition within the industry, but also enhance industry development and economic benefits.