探討醫療服務創新商業模式 以新竹台大分院竹東院區東健康中心為例

Exploration of Innovative Medical Service Business Model: A case Study of Chu-Tung Imaging Center at National Taiwan University Hospital Hsin-Chu Branch

詹鼎正(Ding-Cheng Chan)

指導教授 ： 謝明慧

共同指導教授 ： 郭佳瑋(Chia-Wei Kuo)

國立臺灣大學/管理學院/商學組/碩士(2022年)

https://doi.org/10.6342/NTU202200765

摘要

近年來國人對於健康的要求越來高，除了疾病的治療之外，也更加注重疾病的預防，因此對於健康檢查的需求也日益增加。但現行國家所提供的服務，無法滿足國人對於健康檢查的需求。因此，「自費健康檢查服務」成為各醫療機構最普遍發展的項目，尤其是高科技的醫療設備結合「預防醫學健檢模式」，提供新的醫療服務模式，漸成主流。
然而醫療服務有其特殊性，很難完全商業化，公立醫院更因其社會責任，更難商業化經營。再加上醫療法的規定，醫療產業無法像一般企業一樣進行行銷活動。因此公立醫院醫療健檢的商業模式，需在傳統的商業模式下進行修正。尤其在大環境變動的時候去瞭解市場趨勢 (如疫情)，適時進行商業模式的調整，才有機會做到永續經營。
本研究以新竹台大分院生醫醫院竹東院區「東健康中心」為切入點，檢視在公立醫院如何導入自費健康檢查服務之商業模式，並探討該機構採用何種經營行銷及市場區隔策略來推展自費健檢，使其一方面為醫療體系帶來利潤但又能兼顧公立醫院的國家任務，並探討未來如何永續經營。

關鍵字

預防醫學 ； 自費健康檢查 ； 商業模式

並列摘要

In recent years, people have higher expectation for health. In addition to disease treatment, people pay more attention to disease prevention. Therefore, people have more demands on medical examinations to identify diseases in early stages. However, such services are often not covered by government. Healthcare organizations develop self-pay health check-up services to satisfy the unmet need. Also, high-tech equipment integrated into precision preventive health services has become a main stream model.
In general, medical services are difficult to commercialize. It is even harder for public hospitals to promote commercial activities for their images on social responsibilities. Besides, the Medical Law stipulate that the medical industry can’t conduct marketing activities. Therefore, the business model of medical examinations in public hospitals needs to be modified to adjust for market changes (such as the COVID-19 pandemic) and to achieve sustainable operation.
This study focuses on the Chu-Tung Imaging Center in National Taiwan University Hospital Hsin-Chu Branch. The goal is to examine the introduction of the business model of self-pay medical examination services in a public hospital, and to explore the promotion of such services to bring profits to the hospital while maintaining its public role and to achieve self-sustainable operation in the future.

並列關鍵字

preventive medicine ； self-pay medical examination ； business model

參考文獻

中文部分

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