The Research of Marketing Mix of the "Influenza Vaccine Policy" in Kaohsiung City
Foreign and domestic researches reveal that influenza vaccine is safe and can effectively reduce related healthy trouble caused by influenza in the elderly, infant and high-risk population, etc. The main purpose of ¡§Influenza vaccine policy¡¨ is public service. To promote concepts of citizenism and consumer-right brings the concept of marketing. With the progress of democratic trend, when policies are discussed, planned, established and executed, the government should consider policies as ¡§products¡¨ to sale and emphasize policy-marketing concept to gain public approval and acceptance. This study was based on influenza vaccine policy carried out by Centers for Disease Control, R.O.C. (Taiwan). In accordance with the marketing framework of public policy advocated by Snavely (1991), we designed a questionnaire investigation on surveying citizen and medical staff of Kaoshiung to see if government vaccine policies can grasp the important path as well as positive effectiveness of policy marketing, and issued our research outcomes on promoting prevention and cure of vaccine to be part of references for government health center.
The results of descriptive statistics displayed that 80% of survey candidates regardless of common people or medical practitioners possessing professional knowledge agreed that influenza vaccine was an outstanding policy and approved the government¡¦s response and clarification in facing medial negative report. 60% of survey candidates were affected and worried about safety of influenza vaccine, after receiving these medial negative reports. Former experience of vaccination would considerably affect the willingness of general public to receive a flu shot. Survey candidates mainly received information about influenza vaccine from television media and preferred to approve either experts or endorsers. Results of Chi-square test showed that there was a significant correlation between ¡§influenza vaccination¡¨ and common people¡¦s experience of suffering from chronic disease or unhealthy inoculable response. Results of independent-samples T test and one-way ANOVA indicated the factors correlating significantly with the analytic variables of approval of degree ¡§service¡¨ in marketing mix program. In the case of common people, these factors included the following variables such as ¡§those who had ever been vaccinated¡¨, ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨, and ¡§those who had ever participated health education during the past year¡¨. In respect of medical practitioners, these factors included the following variables such as ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨ and ¡§those who had ever taken the thematic speech, related websites or webpages¡¨. With regard to analytic variables of approval of degree ¡§cost¡¨ in marketing mix program included following factors. For common people, the factors contained ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨, and ¡§those who had ever participated health education, related bulletin board and scrolling text marquee during the past year¡¨. For medical practitioners, the factors comprised ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨ and ¡§those who had ever taken thematic speech, related vedio, websites or webpages¡¨ As for analytic variables of approval of degree ¡§supply of information and education¡¨ in marketing mix program included following factors. For common people, the factors contained ¡§those who had ever been vaccinated¡¨, and ¡§those who had ever participated related bulletin board, scrolling text marquee, thematic speech, TV vedio, broadcasts, websites or webpages during the past year¡¨. For medical practitioners, the factors comprised ¡§occupation¡¨ and ¡§those who had ever perused related books, journals, newspaper, websites or webpages¡¨.
Policy marketing concept should not be neglected in the application of executing public policy. For influenza vaccination policy marketing, first of all, public mental barriers of safety of influenza vaccine must be overcome, therefore the most critical issue is to enhance advertisement and education about safety of vaccine in order to improve confidence of public for influenza vaccine and to prevent from the loophole of influenza prophylaxis and treatment. This study suggests that we must to adopt consumer-driven marketing concept for the influenza vaccine policy marketing mix program. Government public relations should establish harmonious media relations and use higher acceptance of promotion way to focus on the limited resources to target market. We should make concise and rememberable messages and integration marketing communication way to achieve the comprehensive effect. We expect that the government performs policy marketing to promote the public approval of ¡§influenza vaccine policy¡¨ and to raise influenza vaccination rate on diminishing influenza morbidity and mortality rate.
Advisor:Ying-Chun ,Li; Yuan-Yi , Chia; Kuo-Wei ,Chang
School:National Sun Yat-Sen University
School Location:China - Taiwan
Source Type:Master's Thesis
Keywords:marketing mix policy influenza vaccine
Date of Publication:02/06/2009