海扶手術在台灣中部某醫院行銷模式之研究

Abstract

海扶手術是一種藉由高頻聚焦超音波的方法，將超音波以無損傷的方式，穿透過身體正常組織，並以攝氏60至100度的溫度聚焦在腫瘤上，這種治療的方式，可以將身體內的腫瘤組織消融，並進而達到無傷口、不流血、無組織沾黏的疾病治療目的。這種新技術可以運用在女性常見的子宮肌瘤及子宮肌腺瘤之治療。 這種創新的治療產品，由於市場上並無相類似的競爭者，經由五力分析和SWOT分析來看，理論上，應該會有不錯的成績，但是事實上，業績也只是差強人意，追究其原因，應該和行銷的模式相關。這個治療技術，引進台灣已有五年的歷史，正好經歷了一個產品生命週期中的導入期和進入成長期的階段。 本研究目的是運用個案研究及描述性研究的方法，以中部某醫院為例，研究當新產品由導入期進入成長期後，若以行銷學的角度來看，由於外在環境的改變，企業現有的行銷模式需從哪些方向來做調整，以明確市場的區隔和定位，才能找出更強的行銷模式，提升競爭力，在對手林立的強大競爭環境中，表現出不凡的成績。也希望藉由此項研究的成果，能給相同類型的企業，一個建立新行銷模式的參考。

HIFU surgery is a non-invasive treatment method that utilizes high-intensity focused ultrasound to ablate tumor tissues in the body without damaging normal tissues. With HIFU, tumor tissues can be ablated at a temperature of 60 to 100 degrees Celsius, leaving no wounds, bleeding, or tissue adhesion. This new technology can be applied to the treatment of uterine fibroids and adenomyomas common in women. Since there are no similar competitors in the market for this innovative therapeutic product yet, HIFU shows great potential in its five-force analysis and SWOT analysis results. However, in the 5 years since it had been introduced into Taiwan, the number of HIFU cases was not as high as expected, which can be due to inadequacies in its marketing model. Having completed the introduction phase and the growth phase of its product life cycle, it is high time that a more comprehensive and effective marketing model is established for HIFU. The purpose of this research is to discuss how HIFU’s current marketing model can be modified to adapt to the changing environment and redefine its market segmentation and positioning strategies. This research uses a descriptive research method and a case study of a hospital in central Taiwan in efforts to help businesses within this field find a better marketing model, increase their competitiveness, and generate outstanding performance. It is also hoped that the results of this research can serve as reference for related businesses when designing marketing models.