臺灣健康照護事業發展策略之個案研究

A Case Study on the Developmental Strategy of a Health Care Business in Taiwan

謝育仁(Yu-Jen Hsieh)

指導教授 ： 李吉仁

國立臺灣大學/管理學院/臺大－復旦EMBA境外專班/碩士(2020年)

https://doi.org/10.6342/NTU202000850

摘要

隨著高齡化社會來臨，高齡長者所面臨的不再只是醫療的問題，而是扮隨而產生了大量的照護服務需求，從而逐步形成所謂的「大健康產業」機會。本研究著眼於在人口高齡化、醫療科技日新月異、治療成本隨之增加，導致整體醫療費用逐年提昇的情況下，以個案研究方法，探討如何能建構可持續發展的健康照護事業，並藉由產業生態系統與相關的利害關係人為研究基礎，針對使用者需求以及當前運作模式，探討其平台營運以及管理的方法。
在發展健康照護產業之創新策略方面，本研究提出生存策略及發展策略。生存策略指的是利基市場與差異化策略，發展策略則是透過探索顧客需求，以及改變產品價值與特性，轉變為以服務為核心的價值創造模式。根據研究結果，我們進一步提出「建立產業聯盟」、「病患(客戶)關係管理」、「發展自主營收模式」三個產業發展方向。針對健康照護產業的發展，本研究認為應透過生態系統的整合、聯盟，延伸健康照護產業鏈。在可行性方面，透過聯盟、顧客(病患)關係管理，以及發展自主營收模式，方能達成健康照護產業化的最後一哩路。同時，業者可以透過平台扮演服務整合者之角色，並進行商業模式之設計與驗證。最後，本研究認為未來新形態之健康照護模式，將是結合醫療照護產業、社會福利體系、醫療器材產業、生活支援產業、資通訊科技產業、政府機構等所建立的價值網路。

關鍵字

長期照護 ； 健康產業 ； 生態系統 ； 平台策略

並列摘要

With the advent of an aging society, the elderly is no longer facing only medical problems. Given the growth of the elderly and chronic patient population, a large amount of medical care needs, a great need for a "Big Health Industry" has emerged. Such changes have also affected the way in which the health care industry operates. As the population ages, new medical technology advances, and treatment costs increase, leading to an increase in overall medical costs each year, the purpose of this study is to undertake a case study to explore innovative appraoches to nurturing a sustainable business and industrial development to provide health care services that eventually could enhance social value.
We propose both survival strategies and development strategies. The survival strategy refers to the niche market and differentiation strategy, while the development strategy is to transform into a service-centric value creation model by exploring customer needs and changing product values and characteristics. We further propose three directions of recommendation: “establishing an industrial alliance”, “patient (customer) relationship management”, and “developing an independent revenue model”. For the the development of the health care industry, we believe that the health care value chain should be extended through ecosystem integration and alliances. In terms of feasibility, the last mile of the industrialization of health care can be achieved through alliances, customer (patient) relationship management, and the development of independent revenue models. At the same time, industry players can play the role of service integrator through the platform and design and verify business models. Finally, this study believes that the new form of health care model in the future will be a value network established by combining medical care industry, social welfare system, medical equipment industry, life support industry, information and communication technology industry, and government agencies. Implications of our research results and suggestions for future research are also provided.

並列關鍵字

Long-term Care ； Health Care Industry ； Eco-system ； Platform Strategy

參考文獻

一、英文部分

Afuah, A. (2002). Mapping technological capabilities into product markets and competitive advantage: the case of cholesterol drugs. Strategic Management Journal, 23(2): 171-179.

Eisenmann, T., G. Parker, M. W. Van Alstyne (2006), Strategies for two-sided markets. Harvard Business Review, 84(10), 92-101.

Gamble, J. E., Savage, G. T., Icenogle, M. L. (2004). Value-Chain Analysis of a Rural Health Program: Understanding the Cost Benefit of Telemedicine Applications. Hospital Topics, 82(1): 10-17.

Hu, P. J., Chau, P. Y., Sheng, O. R. (2002). Adoption of telemedicine technology by health care organizations: An exploratory study. Journal of Organizational Computing and Electronic Commerce, 12(3): 197－221.