以臺灣醫學會為例探討非營利組織之體驗創新策略與社會行銷

Experiential Innovation Strategy and Social Marketing for Non-Profit Organization Like the Formosan Medical Association

本研究探討百年非營利組織，如何在數位轉型與社會變遷下，透過品牌重新定位與創新，促進會員參與並提升品牌認知與使用經驗。以臺灣醫學會為案例，採用個案研究法與半結構式訪談，結合CORPS（Client, Operation, Resources, Participants, Service）模式、價值主張與社會行銷理論，分析其經營管理與會員網站運作。結果顯示，臺灣醫學會作為公益型非營利組織，以執業醫師為核心，透過官網推動業務。為吸引年輕醫師，品牌需優化定位、提升價值主張並運用社會行銷策略強化影響力。整合官網與社群媒體，形成多元溝通平台，並與政府、學界及民間合作推動正確醫療資訊，奠定品牌永續基礎。轉型成功關鍵在於領導支持與組織共識。臺灣醫學會的案例與轉型成果，為尋求提高永續性和營運效率的非營利組織，提供了寶貴的參考。

This study explored how a century-old nonprofit organization navigates digital transformation and social change through brand repositioning and innovation to enhance member engagement and improve brand awareness and user experience. Using the Formosan Medical Association as a case study, this research adopted a case study approach and semi-structured interviews, integrating the CORPS model (C: client, O: operation, R: resources, P: participants, S: service), value proposition, and social marketing theory to analyze its management strategies and member website operations. The findings indicated that the Formosan Medical Association, as a public-interest nonprofit organization centered on practicing physicians, advances its initiatives through its official website. To attract younger physicians, the organization needs to optimize brand positioning, enhance its value proposition, and leverage social marketing strategies to strengthen its influence. By integrating the official website with social media, the association establishes a diversified communication platform and collaborates with government agencies, academia, and the private sector to promote accurate medical information, laying the foundation for sustainable branding. Leadership support and organizational consensus are critical for successful transformation. The case of the Formosan Medical Association provides a valuable reference for nonprofit organizations seeking to enhance sustainability and operational effectiveness.