非營利組織的價值主張與社會行銷：以台灣憂鬱症防治協會為例

Abstract

憂鬱症是造成2030年全球失能第一名的疾病。台灣估計可能有百萬人有憂鬱症，但僅有五分之一尋求幫助。許多人不知道自己得到憂鬱症，或害怕貼上憂鬱症的標籤。台灣憂鬱症防治協會是專業倡議型的非營利組織，宗旨在推動台灣憂鬱症之防治及心理衛生健康促進工作。近年來面臨相關學會的競爭、品牌知名度下降、會員人數減少，甚至財務入不敷出的困境。本研究以台灣憂鬱症防治協會為研究對象，描述了鬱症協會在2018~2021年一連串的轉型歷程。 首先，以司徒達賢教授提出的「CORPS模式」，由服務對象(C)、組織運作(O)、財力資源(R)、人力參與(P)與服務內容(S)五項要素及決策核心(DC)，分析台灣憂鬱症防治協會面臨的困境與挑戰，說明協會為何必須調整服務對象由服務會員(B2B)到服務大眾(B2B2C)。 其次，用本土憂鬱症患者與精神科醫師的調查，了解顧客任務、痛點與獲益，用以建立「顧客素描」及「價值地圖」。決定由官網的調整加上粉絲團的行銷，增加「憂鬱症Q & A」、「憂鬱症自我檢測」、「憂鬱症就醫查詢」…等，解決顧客痛點而重建適配的「價值主張圖」。 再來，協會在調整「目標客層」與「價值主張」，並用官網與粉絲團建立「通路」與「顧客關係」後。透過各種「關鍵伙伴」及「關鍵資源」的強化，陸續進行多樣的「關鍵活動」，例如：升格社團法人、增加捐款管道、免費下載協會通訊、抗議「憂鬱症就是不知足」的標籤、與雜誌報紙合作憂鬱症專輯、與扶輪社合辦憂鬱症音樂會、youtuber阿滴分享憂鬱症心得、與郭倖純等名人支持「一句話我陪你」、台塑社福基金支持「校園憂鬱與同儕支持課程」…等，這些活動改變了「收益流」與「成本結構」，使協會轉虧為盈，重建「商業模式」。 最後，協會轉型符合「社會行銷」的6個P，包括：推廣憂鬱覺察與早期就醫(Product)、降低憂鬱資訊障礙(Price)、善用數位通路(Place)、增加媒體社群分享(Promotion)、參與政策討論(Policy)、合作陪伴及照顧者(Partnership)，並利用網站與數位社群，形成飛輪效應，進而促進大眾對憂鬱症的正確認識，並增加台灣憂鬱症防治協會的社會影響力。

Depression is the leading cause of disability globally in 2030. It is estimated that there may be one million people with depression in Taiwan, but only one-fifth of them seek help. Many people do not know they have depression or are afraid to be labeled. The Taiwan Association Against Depression (TAAD) is a professional advocacy-based nonprofit organization that aims to promote the prevention and treatment of depression and mental health promotion in Taiwan. Since its establishment in 2001, the Association has faced competition from related professional associations, a decreasd in brand awareness, a decrease in membership, and even financial difficulties. This study focuses on the TAAD and describes its transformational process from 2018 to 2021. First, using the "CORPS model" proposed by Professor Dah-Hsian SeeToo, the five elements of service targets (C), organizational operations (O), financial resources (R), human participation (P), and service content (S), along with the decision center (DC), were analyzed to understand the difficulties and challenges faced by the TAAD, and why it had to adjust its service target from serving members (B2B) to serving the general public (B2B2C). Second, local surveys of depression patients and psychiatrists were conducted to understand customer tasks, pain points, and benefits in order to establish a "customer profile" and a "value map." The Association decided to adjust its website and fan page marketing to include "Depression Q&A," "Depression Self-Check," "Depression Medical Inquiry," and other services to solve customer pain points and rebuild a matching "value proposition canvas." Third, after adjusting its "target customers" and "value proposition," and establishing "channels" and "customer relationships" through its website and fan page, the association strengthened its "key partners" and "key resources" and carried out various "key activities" one after another. These activities included upgrading to a registered society, increasing donation channels, offering free downloads of the Association's newsletters, protesting against the label "Depression is just not being content," collaborating with magazines and newspapers to publish depression special editions, co-organizing a depression concert with a rotary club, having YouTuber Adi share his experience with depression, and receiving support from celebrities like Hsin-Chun Kuo for "One Sentence, I Accompany You" project, and receiving support from the Formosa Plastics Welfare Foundation for the "Campus Depression and Peer Support Program." These activities further changed the "revenue flow" and "cost structure" and allowed the Association to turn its losses into profits, thereby rebuilding its "business model." Finally, the Association's transformational changes align with the six Ps of "social marketing," including promoting depression awareness and early treatment (Product), reducing information barriers of depression (Price), utilizing digital channels (Place), increasing social media sharing (Promotion), participation in policy discussions (Policy), and collaborations with partners and caregivers (Partnership), using website and social mdia, to take shape into flywheel effects, to promote correct understanding of depression among the public, and to enhance the social impact of the TAAD.