在資訊爆炸的影響之下，醫療機構經營管理充滿激烈的競爭，醫療院所採以行銷宣傳方式提升品牌曝光率，已成為必要的經營措施。消費者接收醫療訊息及選擇就診的決策流程也與以往不同，醫療行銷的方式也隨之改變，從傳統的行銷方式轉變為更多元化的數位行銷方式。
然而醫療機構具有非營利組織的特性，即使有商業訴求，所採用的行銷廣告手段，都必須受到道德規範及醫療法規的約束，畢竟醫療相關的產業內容皆要以病患的健康方面做首要考量，且醫療產業與一般產業有所不同，所以主管機關會訂定嚴格之立法，例如非醫療機構就不得為醫療廣告，而醫療廣告內容又有所規範，只要有所觸犯且被確切明查，都是會受到醫療法規的懲處。
因此本研究將透過個案研究法及數位行銷工具分析及醫療法規之整理與歸納，首先將透過文獻回顧整理與醫療法相關之行銷限制，並探討在法規的限制下，醫療產業如何利用數位行銷增強品牌共鳴。最後針對醫療產業日後之行銷規劃提出策略建議期望幫助醫療產業建立永續經營的醫療企業。

Under the influence of the information explosion, the management of medical institutions is full of fierce competition, and the use of marketing and publicity by medical institutions to enhance brand exposure has become a necessary business measure. The decision-making process for consumers to receive medical messages and choose to visit is also different. The way of medical marketing has also changed, from traditional marketing methods to more diversified digital marketing methods.
However, medical institutions have the characteristics of non-profit organizations. Even if there are commercial appeals, the marketing advertising methods used must be bound by medical regulations and ethics. After all, medical-related industrial content must be considered as the primary consideration for the health of patients. And the medical industry is different from the general industry, so the competent authorities will set strict legislation. For example, non-medical institutions may not publish medical advertisements, and medical advertisements are regulated. As long as they are violated and are clearly checked, they are all punished by medical regulations.
Therefore, through the case study method and digital marketing tool analysis and the elaboration and induction of medical regulations, this study will first review the marketing restrictions related to medical law through literature review and explore how the medical industry can enhance digital marketing under the constraints of regulations. Brand resonance. Finally, it proposes strategic recommendations for the future marketing planning of the medical industry and hopes to help the medical industry to establish a sustainable medical enterprise.

論文審定書 i
摘要 ii
abstract iii
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 數位行銷 4
第二節 醫療法與行銷 7
第三節 醫療行銷 16
第三章 研究方法 20
第一節 個案研究法 20
第二節 數位行銷分析 20
第四章 個案分析 26
第一節 個案公司分析 – C眼科診所 26
第二節 C眼科官方網站現況問題分析與建議 27
第三節 C眼科FACEBOOK粉絲專頁分析 30
第四節 C眼科 GOOGLE ADS 關鍵字分析 37
第五節 C眼科GOOGLE ANALYTICS分析 45
第六節 醫療行銷廣告違法案例分析 50
第五章 結論與策略建議 54
第一節 研究結論 54
第二節 策略建議 56
參考文獻 58
附錄一 醫療機構網際網路資訊管理辦法 61

中文部分
王如沛、李柏毅（2019）。數位廣告漲價時代下的50個行銷對策。臺北市：法意資產管理

張煥禎、張秉庠（2005）。醫療行銷管理學。臺北市：華杏

曾鎮華（2007）。增進醫療產業品牌權益的行銷方式 - 以北部某醫療院所為例，元智大學管理研究所學位論文

遠藤結萬（2019）。Google行銷人傳授 數位行銷的獲利公式。臺北市：臺灣東販

銀河iMarketing數位行銷領航員（2019）。醫門好生意：醫療數位行銷指南。臺北市：藍海文化

英文部分
Chang, Shing-Wan, & Fan, Shih-Heng (2017). Cultivating the brand-customer relationship in Facebook fan pages. International Journal of Retail & Distribution Management. Vol. 45 Issue 3, p253-270. 18p.

Cole, Henry S., DeNardin, Tom, & Clow, Kenneth E. (2017). Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing. Services Marketing Quarterly. Vol. 38 Issue 4, p203-212. 10p.

Conway Richard (2019). How to successfully harness Google Ads.

Haikel-Elsabeh, Marie1 Zhao, Zhenzhen2 Ivens, & Björn3 Brem, Alexander4 (2019). When is brand content shared on Facebook? A field study on online Word-of-Mouth. International Journal of Market Research. Vol. 61 Issue 3, p287-301. 15p. 7 Charts.

Levy, Shalom, & Gvili, Yaniv (2015). How Credible is E-Word of Mouth Across Digital-Marketing Channels?. Journal of Advertising Research. Vol. 55 Issue 1, p95-109. 15p.methods series, 5. Biography, Sage Publications.NZ Business + Management. Vol. 32 Issue 11, p44-45. 2p. 1 Color Photograph.

Sunil Gupta, & Joseph Davin (2015). Marketing Reading: Digital Marketing. Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224
Yin, R. K. (1994). Case study research: Design and Methods. Applied social research methods series, 5. Biography, Sage Publications, London.

網路部分
全球法規資料庫
https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=L0020165

統計處http://depart.moe.edu.tw/ED4500/cp.aspx?n=1B58E0B736635285&s=D04C74553DB60CAD

國家發展委員會https://www.ndc.gov.tw/News_Content.aspx?n=01B17A05A9374683&sms=32ADE0CD4006BBE5&s=705D393B40270A6D

Transbiz Google Ads關鍵字廣告和聯播網廣告（Display Network）效益數據揭秘
https://reurl.cc/ZdnnM

銀河數位行銷學 醫療行銷建立內容行銷策略，有效推廣又不起爭議
http://www.iwant-in.net/tw/iMarketing/?p=3537

高雄市政府衛生局 〈醫政管理常見違規案例〉https://khd.kcg.gov.tw/tw/department/news-show.php?num=1014&page=1&author=0&zone=94

財團法人台灣醫療改革基金會
https://www.thrf.org.tw/archive/347

行銷研究 5個快速分析「FB粉絲團數據」不匯出報表教學http://digimarket4dummies.blogspot.com/2015/06/5fb.html 
StatCounter
http://gs.statcounter.com/

eMarketer
https://www.emarketer.com/content/global-digital-ad-spending-2019