從B2B到B2B2C商業行銷模式之研究：以傷口照護中心的成立和行銷為例

Abstract

在現行台灣健保制度對先進藥品及高階醫材使用時機和價格的規範下，以及隨著民眾的健康意識上升，對高醫療和生活品質的需求之下，自費醫療項目在台灣醫療市場的需求越來越高，因此也深俱經濟開發潛力。尤其在傷口照護的醫療市場方面，不管是因應人口老化所延伸的慢性病患傷口照護或是手術後急性傷口的照護更是日益重要。在傳統醫藥市場的B2B銷售模式是由藥廠和生技公司銷售藥物和醫材給醫療機構，再透過院內的醫護人員經過處方或是推薦給病人。然而礙於大部分醫謢人員工作量龐大，往往無法擁有充足的時間對傷口病患針對先進的醫療藥物、醫療器材等做詳盡解說或衛教，導致不管是在慢性或急性傷口的病患，對於現行傷口照護服務，都有著不被滿足的醫療需求。 個案中A公司是台灣新創生技醫材公司，目前正進行以B2B2C嶄新的商業行銷模式，和醫療機構組成合作夥伴關係，在新的合作平台上，企業能提供專業的醫護專業人才，進駐合作的傷口中心，直接服務傷口病患。這樣的新營運模式不僅減輕了院內醫護工作量的負擔，進而能提供高品質的醫療照護和病患的滿意度。也期待能為醫療機構，醫護人員，病患和生技公司提供了一個多贏的局面。 本研究根據實際個案，反映目前成立傷口照護中心的商機和目前所面對的困和挑戰，以及因應醫療環境和病人需，所採取的行銷模式的變革行動，在研究過程中也涵蓋了包括：「B2B2C」、「4Cs行銷」、「關鍵成功因子」及「商業模式圖」的分析和產出，同時也驗證了該生醫公司所提出「以病人為中心」的行銷主張是否可行，並提出對未來營運模式的建議，期望這些研究發現可以提供未來國內或是國外傷口照護中心的發展參考。

The demand for out-of-pocket medical products has increased as a result of current price regulation on advanced drugs and medical supplies by Taiwan’s health insurance system, increasing public health awareness and the demand for high quality medical care and living. This expanding market for out-of-pocket medical care in Taiwan has created a great economic potential. Particularly in wound care, caring for chronic wounds in elderly patients or acute wounds in post-surgery patients is important. In the B2B sales model of traditional medical market, medicines and medical supplies are marketed to health care institutions by pharmaceutical and biotechnology companies, then prescribed or recommended to patients by medical staff in hospitals. However, heavy workload often does not allow sufficient time for medical staff to provide health education or explain the use of advanced drugs and equipment to wound care patients. As such, the medical needs of wound care patients are evidently unmet by current wound care services. Company A in the case study is an emerging Taiwan biotechnology medical company implementing the new B2B2C business model. The Company is partnering with health care institutions to dispatch medical professionals to collaborating wound care centers to directly serve wound care patients. This new operation model not only reduces the workload of hospital staff, but also provides high-quality medical care to patients. The new model creates a win-win situation for medical institutions, patients and the biotechnology medical company. Based on a real case example, this study highlighted current business opportunities, difficulties and challenges in wound care centers, and the transformation of marketing models to meet the needs of medical environment and patients. The study also included analysis of B2B2C, the 4Cs of marketing, key success factors and the business model canvas, and their output. This study also verified the feasibility of “patient-centered” marketing proposed by company A, and offered recommendations for future business models. It is hoped that the research findings can serve as a reference in the future development of domestic or foreign wound care centers.