台灣復健及物理治療經營策略與服務行銷探討

An Exploratory Study in Business Strategy and Service Marketing of the Rehabilitation and Physical Therapy in Taiwan

魏文一(Wen-Yi Wei)

指導教授 ： 林能白

國立臺灣大學/公共衛生學院/健康政策與管理研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.00061

摘要

物理治療與復健醫學進入台灣已經進入第五十二個年頭，由於我國即將邁入高齡化社會，其扮演民眾活動功能、生活品質守護者的角色益發重要。但是因為全民健保的申報審核日趨嚴謹、同質性高復健機構的大量成立，使得我國復健醫療機構的經營面臨更嚴苛的競爭環境與生存挑戰。反觀美國復健產業蓬勃發展，參照美國復健產業發展的軌跡，可發現我國復健產業的發展還有更多的可能。研究者希望探討我國復健醫學機構經營現況與研究美國之復健產業發展與其指標性企業經營經驗作為我國復健與物理治療產業發展的學習的對象。
本研究欲探討以下問題：1.比較美國復健產業，找出我國復健與物理治療產業的發展機會。 2.比較不同型態復健機構在經營策略的現況與未來發展方向。 3.由本研究的發現來給予我國復健與物理治療經營者未來經營建議。 4.給予不同經營型態復健機構在服務行銷規劃與執行建議。
本研究透過個案研究法與資料蒐集比較以進行探索性研究。資料蒐集是運用研究歷史文件、檔案記錄、相關個案研究等次級資料以文獻分析法對我國及美國復健與物理治療產業做產業分析，並對美國個案企業描繪出其策略型態。為求能深入探討我國復健與物理治療機構的經營策略與服務行銷政策，則遴選國內四家不同經營型態的機構為研究對象，向機構經營者進行深度訪談。
研究結果發現：我國復健與物理治療產業的發展機會有四大方向：1.全自費化與半自費化；2.進入新產業價值鏈；3.守住健保主要營收；4.連鎖擴大規模。比較不同型態復健機構在經營策略的現況與未來發展方向發現：1.醫院復健科選擇差異化策略，進行跨專業整合以提供差異化服務，未來傾向產品擴張走向半自費化的經營方式。2.復健科診所適合選擇成本領導策略，鎖定市場的最大的需求提供服務，以流程效率與顧客關心作為競爭武器，未來走向市場滲透掌握周邊市場。3.自費復健診所選擇差異化策略，提供頂級客群有效的全方位解決方案，未來走向垂直整合，發展產品以永續經營。4.物理治療所選擇專精策略，深研特定技術、經營特定客群以產生口碑，未來選擇市場擴張，以加盟擴大地理市場為手段，建立多個服務據點。
研究結論給予我國復健與物理治療經營者未來經營上七點建議：1.連鎖經營有其戰略價值；2.跨專業合作創造差異化服務；3.組織的願景、價值觀、文化有確立之必要；4.以員工滿意度作為管理指標；5.專責業務開發，提昇銷售能力；6.經營機構品牌比經營個人品牌有效益；7.善用科技以提高管理效率與效能。本研究結果給予不同經營型態復健機構在服務行銷規劃與執行建議：1.建議醫院復健科應成立專責的業務與行銷人員，負責行銷策略的規劃與執行；透過銷售訓練與激勵制度，提供客戶與健保服務差異化的體驗。2.建議復健科診所應重視公關活動，深入社區與民眾建立穩固關係；重視治療人員滿意度的管理，使客戶也能滿意治療。3.建議自費復健診所，重視機構品牌投資，累積組織資產；培育人才，以複製技術與授權來永續經營。4.建議物理治療所，建立公司組織培訓加盟人才與行銷機構品牌。

關鍵字

復健醫學 ； 物理治療 ； 產業分析 ； 策略行銷管理 ； 經營策略 ； 服務行銷 ； 自費醫療服務

並列摘要

Physical therapy and rehabilitation medicine has been entered Taiwan over 52 years. Since our elder people will continue grow up, physical therapy and rehabilitation will play an important role to sustain mobility, activity of daily life, and quality of life for our people. But our rehabilitation and physical therapy industry environment is getting worse and more competitive due to the reimbursement of our national healthcare insurance is getting stridently, and there are more and more rehabilitation institutions set up. Compare to the prosperity of American rehabilitation industry, there must be something we could learn from their evolutions. Researcher want to study the business condition of our rehabilitation institutions, and research the development of American rehabilitation industry and the experience of key rehabilitation company of the industry as the benchmark of our rehabilitation industry and institutions.
This research will discuss the following questions: 1. Comparing to American rehabilitation industry to find out the growth opportunities of our rehabilitation and physical therapy industry. 2. Comparing to the rehabilitation institutions with different business type to find out their business strategy in this time and their growth directions in the future. 3. Giving our rehabilitation institutions and physical therapy practices suggestions in operating business in the future by our research findings. 4. Giving the different rehabilitation institutions and physical therapy practices suggestions in planning and implementing their service marketing strategy.
This research is an exploratory study conducted by case study and secondary data literature. This research analyzed the rehabilitation industry of U.S. and Taiwan by the secondary data like historical documents, archives, and related cases reports, and draw up the strategy configuration of the American rehabilitation enterprises like NovaCare Inc., and Select Medical Corporation. In order to understand the business strategies and service marketing policies of Taiwan’s rehabilitation institutions, this research chose four institutions with different types as the business cases and interviews their owner of the institutions.
Four growth opportunities of Taiwan’s rehabilitation and physical therapy industry were found in the research: 1. Develop self-paying medical services; 2. Join the value chain of other industries; 3. Keep the NHI payment as major revenue source; 4. Expand the business scale by franchised or merge and acquisition.
By comparing different types rehabilitation institutions in their business strategies and future growth directions, four points are concluded: 1. The rehabilitation department in hospitals should choose differentiation strategy and provide differentiated services by integrating other professionals in the hospital. The department would choose product expansion as their growth direction by adding some self-paying services along with the existed services. 2. The rehabilitation clinics should choose cost leadership strategy, aim at the major customers and offer services for them, competing with other rivals by efficient treatment process and affiliation with their clients. They would choose market penetration as their growth directions in the future and control their peripheral communities as markets. 3. Self-paying rehabilitation clinics should choose differentiation strategy; provide total solutions to the premier customers. They would choose vertical integration as their growth directions and develop physical products to last their business in the long run. 4. Physical therapy practices should choose focusing strategy; focus on specified techniques, aiming at the specified customers to gain word-of-mouth effect. They would choose market expansion by franchising to increase new practices and enter new geographic market.
Seven suggestions to Taiwan’s rehabilitation and physical therapy manager were concluded: 1. Operating chain practices should be considered; 2. Create differentiated services by inter-discipline cooperation; 3. Building the vision, values and culture of the organization is very critical; 4. See the employee’s satisfaction as a managerial indicator; 5. Set up marketing and sales positions and improve staff’s selling techniques; 6. Manage the brand of the institution is more beneficial than manage personal brand; 7. Adapt IT systems to improve the managerial efficiency and the correctness of decision.
The findings give suggestions to different rehabilitation institutions in service marketing planning and implementing:1. The rehabilitation department in hospitals should assign people who are responsible for sales and marketing in their organization. They should offer the experience which is different from NHI rehabilitation services by sales training and encourage methods. 2. The rehabilitation clinics should put effort in public relationship activities and build strong relationship with the residents in peripheral communities. Manage the employee’s satisfaction; make customers satisfy with the service provided by the satisfied staff. 3. The self-paying rehabilitation clinics should develop the brand value of their institution. Educate their staff to develop their skills and empower them for operating in the long run. 4. The physical therapy practices should set up company to develop the franchised professionals and market the institution’s brand.

並列關鍵字

Physical Medicine and Rehabilitation ； Physical Therapy ； Industry Analysis ； Strategic Market Analysis ； Business Strategy ； Service marketing ； Self-Paying Medical Services

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