Tổ chức lớp viết báo khoa học thương mại đăng trên tạp chí quốc tế (8)

(Healthcare Management, Marketing)

Kha Thái ĐứcĐại học Y Dược TP Hồ Chí Minh Giám đốc trung tâm viết báo khoa học bằng tiếng Anh

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Viết Tiếng Anh Học Thuật

Tiểu sử cá nhân

Kha Thái Đức (Ted Knoy) đã dạy viết tiếng Anh kỹ thuật trong các trường đại học ở Đài Loan hơn hai mươi năm. Ông là tác giả của mười bốn cuốn sách về viết tiếng Anh kỹ thuật và chuyên nghiệp. Ông đã thành lập một trung tâm viết tiếng Anh tại trường đại học Y Yunpei đồng thời cũng là giảng viên toàn thời gian tại trường. Ông đã chỉnh sửa trên 55,000 bài viết cho việc đăng báo nghiên cứu khoa học từ năm 1989. Ông là cũng nhà biên tập tiếng anh cho một số tạp chí về khoa học, kỹ thuật và y học của Đài Loan.

A. Nền tảng (Background)• Thiết lập các đề xuất nghiên cứu (Setting of research proposal): Mô tả

một xu hướng phổ biến, phát triển hoặc hiện tượng trong lĩnh vực của bạn để người đọc có thể hiểu được bối cảnh mà bạn đề xuất nghiên cứu đang được thực hiện .

• Vấn đề nghiên cứu (Research problem) : Mô tả các hạn chế chính hoặc thất bại của các nghiên cứu trước đây hoặc các phương pháp đã nghiên cứu khi giải quyết các xu hướng, phát triển hoặc hiện tượng đã nêu .

• Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu (Quantitative specification of research problem): Định lượng hoặc đưa ra một ví dụ về vấn đề nghiên cứu được trích dẫn trong tài liệu tham khảo trước đó.

• Tầm quan trọng của vấn đề nghiên cứu (Importance of research problem) : Mô tả các hậu quả về mặt lý thuyết và thực tế nếu không giải quyết vấn đề nghiên cứu.

B. Thực hiện (Action)• Mục tiêu nghiên cứu (Research objective) : Mô tả mục tiêu của nghiên

cứu đề xuất của bạn và bao gồm các đặc điểm chính riêng biệt của nghiên cứu để đạt được mục tiêu nghiên cứu , điều mà đã không được thực hiện trong nghiên cứu trước đây ( một câu )

• Phương pháp để đạt được mục tiêu nghiên cứu (Methodology to achieve research objective) : Mô tả ba hoặc bốn bước chính để đạt được mục tiêu nghiên cứu của bạn .

• Kết quả dự kiến ( Anticipated results) : Mô tả các kết quả định lượng mà bạn hy vọng sẽ đạt được trong nghiên cứu của bạn.

• Đóng góp trong lĩnh vực lý thuyết và thực tiễn (Theoretical and practical contribution to field) : Mô tả cách thức phương pháp hoặc kết quả nghiên cứu đề xuất của bạn sẽ đóng góp về mặt lý thuyết trong lĩnh vực nghiên cứu, quy luật và cũng đóng góp thiết thực trong sản xuất, ngành công nghiệp dịch vụ.

Ví dụ 1: Healthcare Management

Thiết lập các đề xuất nghiên cứu Governmental policy over Taiwan’s 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. Vấn đề nghiên cứu Although the role of public relations in business marketing has received considerable attention, its role in hospital marketing practices has seldom been addressed.

Tầm quan trọng của vấn đề nghiên cứu The inability of a hospital to adopt public relations in its marketing practices will make it less competitive in promoting medical treatment and services.

Ví dụ 1 (cont.)Mục tiêu nghiên cứu Based on the above, we should develop a marketing strategy for hospitals that emphasizes identifying and satisfying patient needs from a customer's perspective.Phương pháp để đạt được mục tiêu nghiên cứu 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.Kết quả dự kiến 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. Đóng góp trong lĩnh vực lý thuyết và thực tiễn Results of this study can provide a valuable reference for hospital managers attempting to develop an optimization procedure for implementing marketing practices precisely.

Ví dụ 2: MarketingThiết lập các đề xuất nghiên cứu Globalization of the cosmetics sector is widespread in most industrialized countries. Vấn đề nghiên cứu Taiwan’s biotechnology industry has rapidly evolved in recent years, subsequently increasing marketing efforts in the local cosmetics sector, which originally focused only on healthcare products. Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu 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.

Ví dụ 2 (cont.)

Tầm quan trọng của vấn đề nghiên cứu 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.

Ví dụ 2 (cont.)Mục tiêu nghiên cứu Based on the above, we should develop a 4P-based marketing strategy for the local cosmetics sector within Taiwan’s 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. Phương pháp để đạt được mục tiêu nghiên cứu 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).

Ví dụ 2 (cont.)Kết quả dự kiến 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.Đóng góp trong lĩnh vực lý thuyết và thực tiễn In addition to encouraging product innovation, the proposed 4P-based marketing strategy can provide Taiwan’s 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.

Ví dụ 3: Healthcare ManagementThiết lập các đề xuất nghiên cứu Complex administrative procedures within Taiwan’s 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 insurer’s/claimant’s name. Vấn đề nghiên cứu 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. Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu 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. Tầm quan trọng của vấn đề nghiên cứu 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.

Ví dụ 3 (cont.)Mục tiêu nghiên cứu 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 Taiwan’s 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. Phương pháp để đạt được mục tiêu nghiên cứu To do so, three insurance claim-related 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. Kết quả dự kiến 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. Đóng góp trong lĩnh vực lý thuyết và thực tiễn 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.

Ví dụ 4: MarketingThiết lập các đề xuất nghiên cứu 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 one’s 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 island’s 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. Vấn đề nghiên cứu 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-the-counter 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.

Ví dụ 4 (cont.)Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu 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. Tầm quan trọng của vấn đề nghiên cứu 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.

Ví dụ 4 (cont.)

Mục tiêu nghiên cứu 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. Phương pháp để đạt được mục tiêu nghiên cứu 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.

Ví dụ 4 (cont.)

Kết quả dự kiến 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. Đóng góp trong lĩnh vực lý thuyết và thực tiễn Results of this study can provide a valuable reference for both governmental authorities in formulating policies and pharmaceutical managers in developing competitive marketing strategies.

Tài liệu tham khảo

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

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