Vit Ting Anh Hc Thut

T chc lp vit bo khoa hc thng mi ng trn tp

ch quc t (8)
(Healthcare Management, Marketing)

Kha Thi c
i hc Y Dc TP H Ch Minh Gim c trung tm vit bo khoa hc bng ting Anh

http://www.chineseowl.idv.tw

Tiu s c nhn
Kha Thi c (Ted Knoy) dy vit ting Anh k
thut trong cc trng i hc i Loan hn hai
mi nm. ng l tc gi ca mi bn cun sch
v vit ting Anh k thut v chuyn nghip. ng
thnh lp mt trung tm vit ting Anh ti trng i
hc Y Yunpei ng thi cng l ging vin ton thi
gian ti trng. ng chnh sa trn 55,000 bi
vit cho vic ng bo nghin cu khoa hc t nm
1989. ng l cng nh bin tp ting anh cho mt s
tp ch v khoa hc, k thut v y hc ca i Loan.

A. Nn tng (Background)

Thit lp cc xut nghin cu (Setting of research proposal): M t

mt xu hng ph bin, pht trin hoc hin tng trong lnh vc ca bn
ngi c c th hiu c bi cnh m bn xut nghin cu ang
c thc hin .

Vn nghin cu (Research problem) : M t cc hn ch chnh hoc

tht bi ca cc nghin cu trc y hoc cc phng php nghin
cu khi gii quyt cc xu hng, pht trin hoc hin tng nu .

c im k thut nh lng ca vn nghin cu (Quantitative

specification of research problem): nh lng hoc a ra mt v d v
vn nghin cu c trch dn trong ti liu tham kho trc .

Tm quan trng ca vn nghin cu (Importance of research

problem) : M t cc hu qu v mt l thuyt v thc t nu khng gii
quyt vn nghin cu.

B. Thc hin (Action)

Mc tiu nghin cu (Research objective) : M t mc tiu ca nghin

cu xut ca bn v bao gm cc c im chnh ring bit ca
nghin cu t c mc tiu nghin cu , iu m khng c
thc hin trong nghin cu trc y ( mt cu )

Phng php t c mc tiu nghin cu (Methodology to

achieve research objective) : M t ba hoc bn bc chnh t
c mc tiu nghin cu ca bn .

Kt qu d kin ( Anticipated results) : M t cc kt qu nh lng

m bn hy vng s t c trong nghin cu ca bn.

ng gp trong lnh vc l thuyt v thc tin (Theoretical and

practical contribution to field) : M t cch thc phng php hoc
kt qu nghin cu xut ca bn s ng gp v mt l thuyt trong
lnh vc nghin cu, quy lut v cng ng gp thit thc trong sn
xut, ngnh cng nghip dch v.

V d 1: Healthcare Management
Thit lp cc xut nghin cu Governmental policy over
Taiwans National Health Insurance (NHI) scheme continuously
changes, especially in light of increasing medical costs and
premiums as well as concern over the potential lowering of
health care quality offered. Hospitals must thus emphasize
marketing practices to attract patients through public relations.
Vn nghin cu Although the role of public relations in
business marketing has received considerable attention, its role
in hospital marketing practices has seldom been addressed.
Tm quan trng ca vn nghin cu The inability of a
hospital to adopt public relations in its marketing practices will
make it less competitive in promoting medical treatment and
services.

V d 1 (cont.)
Mc tiu nghin cu Based on the above, we should develop a
marketing strategy for hospitals that emphasizes identifying and
satisfying patient needs from a customer's perspective.
Phng php t c mc tiu nghin cu To do so, factor
analysis of a customer's needs can be performed through personal
interviews. Those results can then be analyzed, along with vital
factors identified as well.
Kt qu d kin As anticipated, the proposed marketing strategy
can increase the elongation of customer's content by over 10%
through hospital marketing by significantly reducing overhead costs
and work time.
ng gp trong lnh vc l thuyt v thc tin Results of this
study can provide a valuable reference for hospital managers
attempting to develop an optimization procedure for implementing
marketing practices precisely.

V d 2: Marketing
Thit lp cc xut nghin cu Globalization of the cosmetics sector is
widespread in most industrialized countries.
Vn nghin cu Taiwans biotechnology industry has rapidly evolved in
recent years, subsequently increasing marketing efforts in the local cosmetics
sector, which originally focused only on healthcare products.
c im k thut nh lng ca vn nghin cu For instance,
according to the Industrial Technology Research Institute, revenues from the
local cosmetics sector ranged between 1 billion and 7 hundred million U.S.
dollars to 1 billion and 8 hundred million U.S. dollars in 2002.. This figure
contrasts with the 7 hundred million U.S. dollars for the health food market and
9 hundred million U.S. dollars for the food testing experiment market. Many
female consumers regard cosmetics as a daily necessity, as reflected by the
wide array of cosmetic brands in the competitive market. Given the enormous
female consumer demand and intense competition, manufacturers must more
thoroughly understand the consumer purchasing behavior of this market niche.
Cosmetic manufacturers are concerned not only with marketing practices, but
also with the potential lowering of product and service quality, necessitating the
adoption of 4P method.

V d 2 (cont.)
Tm quan trng ca vn nghin cu Despite
receiving considerable attention in conventional marketing,
the 4P method has seldom been explored with respect to
its effectiveness in cosmetics marketing practices in order
to enhance the competitiveness and market share of
related manufacturers. The failure of cosmetics
manufacturers to adopt the 4P method in its marketing
practices will make it less competitive in promoting its
market share as well as products and services.

V d 2 (cont.)
Mc tiu nghin cu Based on the above, we should develop a 4Pbased marketing strategy for the local cosmetics sector within Taiwans
biotech industry by considering consumer needs under the principles of
product, price, promotion and place. This strategy can enable
managers in the cosmetics sector to more thoroughly understand
consumer preferences not only by learning how to identify and target
potential customers efficiently, but also by establishing a retention
strategy to maintain loyal customers and attract new ones.
Phng php t c mc tiu nghin cu To do so, a
questionnaire can be submitted to cosmetic manufacturers on the most
appropriate marketing method, followed by factor analysis of those
results associated with such an approach that adopts 4P principles
(NOTE: Add 2-3 sentences to describe the methodology more
completely).

V d 2 (cont.)
Kt qu d kin As anticipated, adopting this 4P-based marketing
strategy can enable local cosmetic manufacturers to increase their market
share in related products and services. The proposed strategy can also
provide a more objective outcome for members when making related
decisions than conventional approaches can, thus accelerating the
marketing process. In addition to demonstrating the feasibility of using the
4P marketing strategy in order to increase consumer satisfaction, the
results of this study can provide cosmetic manufacturers with valuable
information for using in a customer database so that future sales
marketing strategies can reach their target audience.
ng gp trong lnh vc l thuyt v thc tin In addition to
encouraging product innovation, the proposed 4P-based marketing
strategy can provide Taiwans biotech industry with clear guidelines on how
to equip management in the local cosmetics sector with appropriate and
efficient marketing policies that will ultimately decrease operating costs and
enhance competitiveness. Moreover, the proposed method can reveal how
the biotechnology industry incorporates 4P concepts, thus clarifying the
behavioral patterns of cosmetics customers.

V d 3: Healthcare Management
Thit lp cc xut nghin cu Complex administrative procedures within
Taiwans National Health Insurance (NHI) scheme have led to errors in
insurance claims and much inefficiency. For instance, adhering to all NHI
regulations would require filling out nearly thirty forms, depending on various
commercial demands, e.g., insurance claims, salary readjustment, and
modification of insurers/claimants name.
Vn nghin cu With subsequent errors made over confusion in filling out
appropriate forms, the NHI staff spends much time in handling errors and then
requesting insurers and claimants to amend erroneous information.
c im k thut nh lng ca vn nghin cu Despite the
enormous amount of administrative time and costs involved in handling these
errors, this growing concern and its larger implications have not been
addressed in previous literature.
Tm quan trng ca vn nghin cu The inability to gradually reduce the
amount of human resources involved in handling insurer and claimant errors
and simplify administrative procedures as well as NHI forms will lead not only to
higher operational costs at NHI but eventually higher insurance premiums.

V d 3 (cont.)
Mc tiu nghin cu Based on the above, we should develop an administrative
procedure for classifying and simplifying forms to pay insurance premiums and file
other insurance-related claims in Taiwans National Health Insurance (NHI) scheme. A
database containing detailed information of NHI insurance holders can also be
accessed while ensuring the confidentiality of such information, thus reducing
administrative costs and the number of personnel involved.
Phng php t c mc tiu nghin cu To do so, three insurance claimrelated formscan be developed to reduce the redundancy of the more than thirty
existing ones, thereby reducing data processing significantly. A highly restricted
networked-based system can then be accessed to ensure the confidentiality of NIH
customer data and also reduce the amount of paperwork that insurance holders must
submit.
Kt qu d kin As anticipated, the proposed administrative procedure can
streamline the process of filing insurance-related claims by simplifying the form
procedure and enable access to relevant customer data on line in an efficient manner.
ng gp trong lnh vc l thuyt v thc tin Importantly, the proposed
procedure can significantly reduce not only the amount of time to fill out insurance
claims, but also postage fees owing to the ability of the network-based system to
accelerate data processing.

V d 4: Marketing
Thit lp cc xut nghin cu Taiwanese living standards have dramatically risen in
recent years, as evidenced by the availability of consumer goods, pursuit of cultural
interests, and strong health consciousness. Public media emphasis on maintaining ones
health and the wide acceptance of nutritional supplements have pave the way for a health
food products market, which is further promoted by the increasing popularity of genetically
modified foods. The growth in daily consumption of health food products explains why,
according to governmental statistics, medical and healthcare expenditures account for an
increasing share of household consumption in Taiwan and, correspondingly, a rise in the
number of local pharmacies established recently. A recent study on consumer trends in the
health food products sector in Taiwan revealed not only that consumers prefer retail outlets
over direct selling channels, but also that pharmacies are where consumers most often
purchase health food products. While local pharmacies play a vital role in the islands
healthcare system, continuous changes in retail trends, commercial practices and the
national health insurance scheme necessitate that pharmacists should remain abreast of
marketing and promotional strategies to increase revenue profits.
Vn nghin cu Although the Taiwanese government has implemented separate
frameworks for the medical and pharmaceutical sectors since 1997, the rate of hospital
prescription drugs filled by pharmacies is extremely low. This trend explains why over-thecounter drug purchases, along with sanitary and other related medical products, have
become major revenue for pharmacies. Local pharmacies have thus adopted a business
model of one-stop shopping in recent years in which customers can purchase a wide array
of medical and health food products.

V d 4 (cont.)
c im k thut nh lng ca vn nghin cu Despite the focus of
empirical analysis of pharmacies in business management strategies, orientation
of pharmacists on marketing practices, consumer purchasing behavior and
pricing strategies, previous studies have not developed a forecasting model to
help pharmaceutical managers increase their scope of effectiveness.
Tm quan trng ca vn nghin cu The inability to accurately forecast
medical and health care share of household consumption and the number of
local pharmacies to be established makes it nearly impossible for managers to
analyze market competition precisely and develop effective strategies.
Unfortunately, conventional forecast methods rely on large quantities of data to
predict medical and healthcare share of household consumption and the number
of new pharmacies in coming years. When these methods are adopted,
approaches such as line regression analysis and Time Series analysis depend
on a regular pattern of data; however, accumulating such data is extremely
difficult. Although twenty sources of data are available for healthcare
expenditures per household consumption in Taiwan in recent years, only six
sources of statistical data are available up to the present since the Taiwanese
government implemented separate frameworks for the medical and
pharmaceutical sectors.

V d 4 (cont.)
Mc tiu nghin cu Based on the above, we should
develop a feasible forecasting method to estimate the
growth of medical and health care expenditures as well as
pharmaceutical units in Taiwan.
Phng php t c mc tiu nghin cu To do
so, medical and health care expenditure-related data during
the period 1999 to 2002 can be obtained from the Central
Region Office of the Budget, Accounting and Statistics,
Executive Yuan. Data on pharmaceutical units can then be
obtained from the 2003 Annual Report of the Department of
Health. Based on data from those sources, GM (1, N)
model of the Grey theory can be applied for forecasting
purposes.

V d 4 (cont.)
Kt qu d kin As anticipated, the proposed forecasting
method can accurately estimate medical and health care
expenditures as well as the number of pharmacies to be
established in Taiwan from 2003 to 2005.
The proposed method can also identify how the medical
and health care share of household consumption is related
to the number of pharmacies.
ng gp trong lnh vc l thuyt v thc tin Results
of this study can provide a valuable reference for both
governmental authorities in formulating policies and
pharmaceutical managers in developing competitive
marketing strategies.

Ti liu tham kho

Knoy, T (2002) Writing Effective Work
Proposals. Taipei: Yang Chih Publishing

Further details can be found at

http://www.chineseowl.idv.tw