互聯網醫療平台商業模式之研究

醫療和許多傳統行業一樣，其價值創造及價值傳遞方式幾千年來都沒有改變，而醫療照護方式一直存在著效率低、資訊不透明的問題。在台灣，隨著日益嚴重的人口老化趨勢，進而衍生出包括醫療支出持續成長、醫療品質下滑、醫病關係惡化及醫護勞力短缺等問題。其次，台灣雖然健康檢查已經非常普及，但是絕大多數健檢後呈現「亞健康」的族群，並沒有改善他們的健康。而整個健康檢查機構及檢查後的各種健康促進商品及服務雖然繁多，但是並沒有有效率及具醫學專業的媒合平台，導致對廣大亞健康族群之健康改善成效有限，整個健康管理或健康促進產業的發展也非常緩慢。本論文所探討議題包括 : 隨著互聯網的運用日趨創新多元，如何運用「互聯網+醫療」來解構各醫療照護環節、改變醫療照護模式，解決社會面、產業面及消費面等目前及未來所面臨的各項問題。其次，本論文探討如何透過數位平台之吸引、促進及媒合等功能，建立健康促進商品及服務之供需媒合機制，以及欲打造一個以亞健康為核心主題的數位平台，其成功關鍵要素及商業模式設計之各種要素等。本論文以一家成立23年的台灣健檢機構為研究標的，探討其從傳統健檢產業欲轉型為所謂數位平台企業(Platform corporate)時，其事業策略之架構，以及商業模式設計等要素。在策略規劃上運用「策略鑽石架構」，在商業模式設計上以平台「雙邊群體架構模式」進行探討。除此，亦探討傳統垂直價值鏈產業，轉型為數位平台產業，其過程中領導思惟、組織文化、組織調整及人才布局等議題。

關鍵字

互聯網；平台；醫療；健康照護

並列摘要

Medical and many traditional industries, value creation and value delivery way for thousands of years has not changed, but the way health care there has been inefficient and opaque information problems. In Taiwan, as the growing aging population, and thus derived include medical expenses continue to grow, decline in quality of care, doctor-patient relationship and the deterioration of health care labor shortage and other issues. Secondly, although the Taiwan health examination has been very popular, but the vast majority of health check after showing "sub-health" of ethnic groups, did not improve their health. The entire health inspection agencies and various health checks after the promotion of goods and services, though many, but not an efficient and professional medical matchmaking platform, leading to improved health of the majority of sub-health groups with limited success, the entire health management or health promotion development of the industry is also very slow. Discussed in this paper topics include: the use of the Internet as an increasingly pluralistic innovation, how to use the "Internet + health" to deconstruct the various aspects of health care, health care change mode to solve the social aspects of industrial and consumer side surface, such as current and future facing the issues. Secondly, this paper discusses how to attract through the digital platform, the promotion and matchmaking and other functions, the establishment of health promotion matchmaking mechanism of supply and demand of goods and services, and want to build a sub-health as the core theme of the digital platforms, and key elements of success and other various elements of the business model design. In this paper, a company founded 23 years Taiwan health check for the study of the subject, to explore its desire from traditional health check industry as a so-called digital platform business (Platform corporate), the architecture of its business strategy of, and business model design and other factors. Use "policy diamond framework" on strategic planning, business model design platform to "bilateral groups architectural patterns" were discussed. In addition, also explore the traditional vertical industry value chain, industry restructuring is digital platform, which process issues guiding ideology, organizational culture, organizational restructuring and personnel layout.