醫療雲之營運模式與策略分析

Business Model and Strategy Analysis of Health Cloud

劉岡靈(Kang-Ling Liu)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/國際企業學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.02981

摘要

雲端運算的概念應用廣泛，在企業營運、通訊、醫療等都可以發現它的蹤跡，雲端運算的資通技術所架構出的營運模式，具有高固定成本、客製化，結合載體、軟體和服務來驅動價值創造的特徵，在歐美國家，雲端運用被視為解決健康照護問題的重要工具，隨著各國醫療費用逐年增長，高齡化社會型態使面對疾病的態度由消極治療轉變為積極的防預，用於健康照護領域的雲端服務逐漸受到新創公司與IT大廠的重視，更直接帶動健康醫療照護領域的成長。

本研究運用總體觀點探討醫療雲產業的全貌並輔以策略相關理論、產業資訊及醫療雲次級市場四個成功案例之營運模式分析，發現醫療雲成功因素為：營運模式提供的價值必須建立在多功能整合與智慧型兩大基礎上，欲進入醫療雲領域的廠商，需培養跨業整合的能力，以互補者的概念做為廠商合作的篩選機制，以策略聯盟的方式整合資源，提升對消費者的議價力，進而樹立產業標準，創造進入障礙，除此之外，醫生與工程師共同合作的產品開發模式，有助於提升產品的實用性與達成獲利的可行性，而訂價模式採訂閱模式(Subscription)的SaaS服務，較能獲取高市占率與高營收。

為協助醫療雲產業發展，政府應仿效美國制定遠距照護法規，如「遠距醫師執照」、「醫療行為妥適運用網路指導原則」，並研擬醫療應用(Medicine Application)審核標準；為了達到資訊交換的目的，政府應協助各次級市場與國際接軌，訂立電子病歷、醫學影像存檔與通信系統(Picture archiving and communication system，PACS)標準規格，建立明確的獎懲機制，加強醫療雲產業相關產品的研發速度與導入程度。

關鍵字

營運模式 ； 醫療雲 ； 雲端運算 ； 電子病歷 ； 遠距照護 ； 移動醫療 ； 醫學影像存檔與通信系統

並列摘要

Based on advanced information and communication technologies, cloud computing, with characteristics of high fixed cost, customization, and value creation from the combination of carriers, software and services, is regarded as an important tool to address healthcare issues in the United States and Europe. Due to the increasing medical expenses and aged society structure, the attitude toward health care from passive cure to aggressive prevention, and health cloud becomes highly awared by the IT companies and startups which lead the growth of health cloud industry.

This study adopts the macro-view to understand the health cloud industry and also uses strategy theories, industrial information, and business model of four successful cases in the cloud computing sub-market to conclude the study. The key success factors are the value provided by the operation model of health cloud should be based on two foundations: multifunctional integration and intellect-oriented. In order to enter the health cloud area, firms are required to nurture the capability of cross-industry integration. These firms could emphasize strategic alliance to integrate resources. By so doing, firms can enhance the bargaining power against consumers, build industrial standard, and create entry barrier. In additional, the co-working model of product development between doctors and engineers will benefit for enhancing product usefulness and achieving profitability. And, using the SaaS service of subscription model as the pricing model can help obtaining high market share and profit.

In order to assure the development of health cloud industry, the government could learn from the approaches of the United States which institute the formal rules for telemedicine; for example, telemedicine license, full and unrestricted license, Model Guidelines for the Appropriate Use of the Internet in Medical Practices, and the evaluation criteria for medicine application. Second, to meet the objective of information exchange, the government should assist every sub-market to get connection to the international market, and to set EMR and PACS standard.

Finally, the government could refer to the other countries’ ICT policy to structure reward and punishment mechanisms and to strengthen the R&D speed and the extent of introduction.

並列關鍵字

Business model ； Health Cloud ； Cloud Computing ； Electronic Medical Record ； Telemedicine ； mHealth ； PACS

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