本研究旨在探討數位行銷技術在醫療產業，特別是眼科醫療業的應用現況及其績效，並評估生成式人工智慧（GAI）技術導入醫療數位行銷的可能性及挑戰。透過系統化的分析，探討數位行銷工具如何支持患者消費旅程的各階段並討論其效用與限制。
藉由行銷人員訪談、流量來源數據分析，以及針對實際接受醫療處置患者的問卷調查，研究描繪了數位行銷工具如何支持患者消費旅程的各階段並討論其效用與限制。同時，以Google Analytics數據為基礎，研究比較四種流量來源的使用者行為和轉化狀況。患者的問卷調查則解釋了實際的效果和行銷來源的感受。最後，本研究對行銷人員進行訪談探討了GAI在行銷創意生成及個性化互動中的應用現況與挑戰。
研究發現：（1）Google廣告用戶具高引流能力，但在預約流程中流失率亦較為顯著；（2）自然搜尋用戶則展現強烈的探索需求，顯示其適合作為行動誘導方案設計的重點；（3）Facebook導入用戶的決策周期較長，重訪率雖高但轉化效率偏低，需要更多針對性的行銷策略；（4）而直接流量用戶展現出較高的忠誠。從諮詢預約至實際接受醫療處置的行為數據進一步不同數位工具在重大醫療決策中的作用差異。訪談結果顯示，行銷人員普遍認為GAI技術在行銷創意生成效率與個性化互動上的應用具有潛力，內容真實性的問題可能影響消費者信任。如何系統化地導入 GAI，並將其融入現有行銷架構中被視為一項關鍵挑戰。
本研究檢視整體數位行銷工具在顧客服務中的連動與效果，並建議企業建立跨職能協作的系統化框架，將GAI技術與行銷策略、品牌管理及數據分析功能整合，以提升組織內部的協同效率並最大化其應用效能，對未來醫療產業未來的數位行銷做出貢獻。

This study explores the application and performance of digital marketing technologies in ophthalmology, focusing on their effectiveness at different stages of the patient journey. It also assesses the feasibility and challenges of integrating generative artificial intelligence (GAI) into medical digital marketing. By conducting interviews with marketing professionals, analyzing traffic source data, and surveying patients who have received medical treatments, the study evaluates how digital marketing tools influence patient behavior and decision-making.
Findings indicate that Google Ads effectively drive traffic but experience significant drop-offs at the booking stage. Organic search users display strong exploratory behavior, making them well-suited for action-oriented campaign designs. Facebook-referred users have longer decision cycles and higher revisit rates but lower conversion efficiency, requiring more tailored engagement strategies. Direct traffic users demonstrate higher loyalty, highlighting the importance of brand presence. Behavioral data tracking patient journeys from consultation to treatment further reveal distinct patterns in how digital tools influence key healthcare decisions.
Interviews with marketers suggest that while GAI has the potential to enhance creative efficiency and personalization, concerns about content authenticity and consumer trust remain critical barriers. The study underscores the importance of strategically integrating GAI into existing marketing frameworks to maximize its value in the healthcare sector.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與問題 3
1.3 研究目的 5
1.4 研究流程 6
第二章 文獻回顧 8
2.1 醫療產業行銷 8
2.2 眼科診所特性與顧客旅程 9
2.3 數位行銷發展與工具 13
2.4 生成式AI 的行銷應用 17
2.5 服務體驗與數位行銷 20
第三章 研究架構與研究方法 21
3.1 研究流程與範圍 22
3.2 分析工具 23
第四章 資料分析與研究結果 24
4.1 數位行銷生態系統與顧客旅程對齊的實踐與挑戰 24
4.2 數據為基礎的數位行銷現況 30
4.3 訪談GAI在行銷中的應用評估 46
第五章 研究結論與建議 48
5.1 討論 48
5.2 研究貢獻與建議 51
5.3 研究限制與未來研究建議 54
參考文獻 55
附件一 訪談框架與問題 （目前行銷狀況部分） 60
附件二 訪談框架與問題（GAI部分） 62

戴國良（2023）。數位行銷。臺北市：五南
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