臺灣醫療院所經營管理策略之研究
—以D診所為例

近年來，由於高齡化社會來臨，高齡及慢性病人口產生了大量的醫療照護需求，加上患者注重個人生活品質及隱私的情況下，現今的醫療照護需求增加及成本高漲已是長期趨勢。然而，在現行健保的總額支付制度管理之下，開業醫師可能因為診所看診人數增加，但是同時面臨健保長期對於診療費、檢查費的給付過低，造成實質收入減少之現象。在這樣的變動趨勢之下，基層診所最大的挑戰即是要如何在可負擔的成本下，以現有的資源提供高品質的照護及服務，並隨著智慧科技興起的大趨勢提供便利的醫療服務，以取得高品質的病患醫療成果。在新科技與新服務崛起的時間點，本研究以D基層耳鼻喉科診所為研究個案，針對其運作模式，探討其經營管理策略以及管理方法，以及對於新興醫療智慧科技之採用方式，以了解其在短期與長期之策略擬定、同時在追求品質、效率、病患安全與服務的做法，以及面臨醫療產業環境變革的因應之道。本研究歸納提出經營管理之相關策略，分別為「提高經營效率」、「病患關係管理」、「拓展服務領域」等，各種策略模式之可行性，以及關鍵因素以及關鍵活動可做為診所經營者實務運作之參考。

關鍵字

醫療產業；五力分析； SWOT分析； PEST分析；診所

並列摘要

In recent years, due to the advent of an aging society, the elderly and chronically ill populations have generated a large amount of medical care needs, and with the emphasis on personal quality of life and privacy, the current demand for medical care and rising costs are a long-term trend. However, under the current total payment system of health insurance, the number of medical practitioners may increase due to the number of clinic visits, but at the same time, the long-term payment of medical expenses and inspection fees is too low, resulting in a decrease in real income. Under such a changing trend, the main challenge for clinics is how to provide high-quality care and services with limited resources at an affordable cost, and to provide convenient medical services with the megatrends of smart medical technology, to achieve high-quality patient medical treatments. During the rise of new technology and new services, this study uses the D clinic as a research case to explore its operation strategy and management methods, as well as the adoption of emerging smart medical technology to achieve its short-term and long-term strategy, and the pursuit of quality, efficiency, patient safety and service practices, as well as the response to the environmental changes in the medical industry. Finally, this study summarizes the relevant strategies for management, namely "improving operational efficiency", "patient relationship management", "expanding service areas", etc. The feasibility of various strategic modes, as well as key factors and key activities can be used as references for clinic operations.