THE ELDER TELEHEALTHCARE
Course: Marketing Management
Instructor: Charles Trappey
Students: 9631510 謝依璇
9631527 林信國
9631529 莊淑涵
9631543 王章妮
Contents
1
Introduction
2
Literature review
3
Method
4
Results & Conclusion
Introduction
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
-
0-14 years old
15-64 years old
above 65 years old
Introduction
Persentage of elders
30.00%
27.29%
26.32%
25.00%
22.00%
20.00%
15.00%
15.14%
10.00%
5.00%
0.00%
1940
Persentage of
elders
10.34%
8.62%
6.21%
4.28%
2.48% 2.92%
1960
1980
2000
2020
2040
2060
Introduction --product
Contents
1
Introduction
2
Literature review
3
Method
4
Results & Conclusion
Literature review
1965
1991
1991
Theodore Levitt
 Exploit the Product Life Cycle.
Geoffrey A. Moore
 Crossing the Chasm
Schiffman & Kanuk
 The telehealthcare product can be divided
into three categories.
Literature review
Maturity
Growth
Decline
Introduction
Literature review
TELEHEALTHCARE
The
Mainstream
Market
The Early
Market
The
Chasm
Technology
Visionaries
Enthusiasts
Pragmatists
Conservatives
Skeptics
Literature review
2005
Mei-Chen Lin
 The product attributes of telehealthcare
have 18-item attributes.
Tracy L. Finch
2008
 Telehealthcare enables medical consultations
to be conducted between patients and health
professionals across different locations.
Contents
1
Introduction
2
Literature review
3
Method
4
Results & Conclusion
Hypothesis
H1
When consumers purchase telehealthcare
products, the most important concern is
the “Profession”.
H2
Consumers’ backgrounds have significant
influence on purchase intention.
Method
Importance of
Product Attributes
• 18-item product
attributes of
telehealthcare
Purchase Intention
• Purchase Intent
• Purchase Timing
• Purchase Order
Structure of Samples
3%
58%
42%
Gender Male
Age 30-40
30%
42%
Gender Female
25%
Age 41-50
Age 51-60
Age over 60
Monthly income Under
NT$30,000
50%
50%
Live with
parents Yes
Live with
parents No
5%
12% 3%
30%
15%
35%
Monthly income
NT$30,001-NT$50,000
Monthly income
NT$50,001- NT$70,000
Monthly income
NT$70,001-NT$100,000
Monthly income
NT$100,001-NT$150,000
Monthly income Above
NT$150,000
Contents
1
Introduction
2
Literature review
3
Method
4
Results & Conclusion
Analysis of importance
1
2
4
5
6
User Friendly
Profession
Function
Reliability
3
7
8
9
10
11
12
13
14
15
16
17
18
Service
Quality
Instant
Response
Additional
Function
Importance of 7 factors
4.7
4.6
4.5917
4.5083
4.5
4.4750
4.4688
4.4
4.3
4.2625
4.2
4.2167
4.2125
4.1
4
function profession
user
reliability
friendly
service additional instant
quality function response
Importance analysis in questionnaire
Importance
Low
1.
2.
3.
High
When detecting the signs of life is getting
weak, the medical team will arrive
immediately to give first aid.............................
1
2
3
4
5
When detecting the abnormal physiological
data (e.g. pulse, breath), the medical team will
provide recommendations
immediately…………...............………………
1
2
3
4
5
Having the functions of receiving related
medical information sent from
hospital.............................................................
1
2
3
4
5
Purchase timing
Purchase timing
35
32.5
30
25
25
20
25
17.5
15
10
5
0
Before 2009
Before 2009
2009~2010
2009~2010
2010~2011
2010~2011
Others
Others
Purchase order in questionnaire
Please arrange your preference to the 5 new telehealthcare products listed below.
____ 1.
Intelligent shirt: measure the electrocardiogram, body temperature and
physiologic information
____ 2.
Intelligent glove: measure pulsation and transmit electrocardiographic
signal, and body temperature, saturation of blood oxygen, heart rate and
blood pressure.
Hand- ring vital signs monitor system: measure pulsation, breathing and
heart rate; announce while vital signs decrease obviously or cease
____3.
____4.
Intelligent bandage: able to detect bacteria or virus of a wound
____5.
Teeth brush with detecting function: able to detect blood sugar and
bacteria in oral cavity
Purchase order
Purchase order
140
127
120
104
100
80
60
66
56
49
40
20
0
Intelligent shirt Intelligent glove Hand- ring vital
signs monitor
system
Intelligent
bandage
Teeth brush with
detecting
function
Interviewers’ background analysis
Gender analysis
Age Analysis
Marital Status Analysis
Monthly income Analysis
Sample of questions
1. Will you try to use this product in the
future?
V
Certain ( 100% )
5 scores
V
High Chance ( 75% )
4 scores
V
Even Chance (50%)
3 scores
V
Low Chance ( 25% )
2 scores
V
Never ( 0% )
1 scores
Gender analysis
3.45
3.4
3.35
3.3
3.25
3.2
Male
Female
Age analysis
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3
2.9
2.8
30~40
41~50
51~60
0ver 61
Marital status analysis
3.5
3.4
3.3
3.2
3.1
3
2.9
2.8
2.7
Single
Married
Monthly income analysis
4.5
4
3.5
3
2.5
2
Conclusion
Female
Married
people
Married
people
Elder
Target Market