超廣角眼底攝影體驗式行銷之個案研究 – 以大學眼科為例

Abstract

目的：本研究之目的係針對接受近視雷射手術或白內障手術後之病人，以電話行銷邀約回診的方式，邀請病人進行超廣角眼底攝影檢查，並進一步探討大學眼科體系之醫療行銷策略。 研究方法：本研究使用個案分析法，在蒐集電話聯繫資料、行銷相關資料、體系內會議紀錄、體系內部滿意度調查後，經文獻探討，並根據行銷策略調查將結果加以分析及歸納整理。 研究結果：本研究發現，超廣角眼底攝影平均僅需11分23秒即可檢查出病人的視網膜問題，比傳統散瞳眼底檢查更快速方便。研究結果顯示，老年性黃斑部退化跟高度近視視網膜病變者的比例皆高於過去文獻之研究結果，而糖尿病網膜病變的比例則與文獻相當；在行銷「超廣角眼底攝影」邀約失敗的原因中，「新冠肺炎相關因素不願回診者」占大多數（32.1%），值得注意的是，約有一成（11.3%）的人認為前次來大學眼科就診的經驗不好，不願意再次回診。而根據體系內自行做的滿意度回饋調查中發現，整體的滿意度平均都能維持在90分以上。本研究也發現，在電話行銷中，我們花費太多時間在說明超廣角眼底攝影之檢查原理以及為何白內障或高度近視需要進行此項檢查，顯示民眾「病識感」不足，而醫療單位更應加強衛教或眼科健康議題之宣導。 結論：本研究執行過程中，經由醫師、護理人員、技術人員、病人回饋許多質性資料，發現服務品質及服務創新，是能讓病人有更佳滿意度的指標，在新興疾病的傳播下，許多醫療行業都面臨寒冬，甚至有許多診所因此而停業，本研究的結論也能讓診所從業人員有一定的參考，如何能在醫療可及性極度方便的臺灣開創新的醫療行銷方式。

Purpose: The purpose of this study is to invite patients to undergo ultra-wide field fundus photography for retinal examinations through telephone marketing for patients who have undergone laser refractive surgery or cataract surgery, and to further explore the medical marketing strategy of the Universal Eye Center. Material and method: This study used the case study research. After collecting telephone contact information, marketing-related information, meeting records within the Universal Eye Center, and internal satisfaction surveys within the system, the literatures were reviewed, and the results were analyzed and summarized according to the marketing strategy investigation. Results: This study found that ultra-wide field fundus photography can manifest retinal problems in patients in an average of 11 minutes and 23 seconds, which is faster and more convenient than traditional mydriatic fundus examination. The results of the study showed that the proportion of age-related macular degeneration and high myopic retinopathy is higher than the previous research results, while the proportion of diabetic retinopathy is comparable to the literature. Among the reasons for the failure of marketing "ultra-wide field fundus photography", the majority (32.1%) was those who were "unwilling to return to the clinic due to COVID-19-related factors". It was worth noting that about 11.3% of the people thought that the previous visits to the Universal Eye Center were not good, and they were unwilling to return again. According to the satisfaction feedback survey conducted within the system, the overall satisfaction can be maintained at an average of 90 points or more. This study also found that in telemarketing, we spend too much time explaining the principles of ultra-wide field fundus photography and why cataracts or high myopic eyes need to be tested. It showed that the self-awareness of diseases was not enough on patients, to strengthen the publicity of health education or eye health issues was necessary. Conclusion: During the implementation of this study, physicians, nurses, technicians, and patients fed back a lot of qualitative data, and we found that service quality and service innovation are indicators that can make patients have better satisfaction. Under the spread of newly emerging diseases, many medical industries are facing a cold winter, and many clinics have even closed down because of this. The conclusion of this study can also provide some references for clinic practitioners to create a new medical marketing method in Taiwan, where medical accessibility is extremely convenient.