台灣推行國際醫療觀光變革與創新策略－以中部某社區醫院為例

Promoting International Medical Tourism Transformation and Innovation Strategies in Taiwan-A Case Study of a Local Hospital in Central Taiwan

張克士(Ko-Shih Chang) ； 張克士(Li-Jen Chang) ； 林永森(Yung-Sen Lin) ； 簡筱倩(Hsiao-Chien Chien) ； 林玲玉(Ling-Yu Lin)

《運動與觀光研究》 2卷2期 (2013/06) Pp. 8-21

https://doi.org/10.6198/Sports.2013.2(2)2

摘要

本研究主要藉以產業內外在環境分析、競爭力分析之理論基礎，探討台灣地區醫療觀光發展現況，同時輔以中部地區某個案醫院經歷購併、重新改造、經營管理與行銷導入的轉型、募集資金的困難等，近一年的經營管理後，成功轉虧為盈，在董事會的積極建構第二階段的擴充醫院產能，於是投入醫學美容與健檢的服務部門，成功打開中部地區醫療院所的成功典範，本研究進一步以個案對象輔以組織變革（確立董事會架構、人員重組、禮聘醫術專業之醫師蒞院門診及駐診等）、組織創新（改造內部醫院服務環境氛圍、建立友善服務為核心的服務理念、建立顧客關係管理系統等）、醫院垂直整合（與榮總合作，提升品質與形象）、策略結盟（旅行業者、交通業者、鄰近景點業者等）等理論基礎，分析個案醫院在後續進行醫療觀光之組織策略。本文藉以個案訪談及次級資料蒐集，並以三角檢測方式以確立研究資料蒐集的信效度建構，研究結果將可提供個案醫院未來經營管理策略修正，亦可提供相關經營業者之參考，並提供後續研究醫療觀光議題之參考。

關鍵字

國際醫療觀光 ； 醫學美容 ； 健康檢查 ； 變革策略 ； 創新策略

並列摘要

Based on the theories of industry internal and external environment and competence analysis, this study aimed to analyze the development of medical tourism in Taiwan. The study focused on a hospital in central Taiwan. After an acquisition, work went into remodeling the hospital, transforming its operating management and marketing systems, and fund raising. With these efforts, the hospital had a successful turnaround within a year. The departments of cosmetic surgery and health examination were founded and developed successfully with the support of the board of directors; these two departments have become models for other hospitals in central Taiwan. Four theories were used in this study to analyze the organization strategies of the hospital as they related to medical tourism: 1) organization revolutions: analysis of the structure of the board of the directors, personnel reorganization, and the recruitment of doctors for outpatient services and consultation; 2) organization innovation: analysis of improvements in the internal service environment, the setting of friendly service concepts, and the setting of the management system for consumer relationships; 3) hospital vertical integration: analysis of cooperation with Taichung Veterans General Hospital and improvements in quality and image; and 4) strategic alliances: analysis of alliance with travel agencies, the transpiration industry, and local scenic spots. Interviews, secondary data collection, and triangulation were applied in this study to test reliability and validity. The results of the study will provide source of reference for further operation and management of the hospital, reference for related operators, and reference for those studying related issues in medical tourism.

並列關鍵字

International Medical Tourism ； Cosmetic Surgery ； health examination ； transform strategy ； innovation strategy