心血管中心商業模式研究

Research of Business Model of Cardiovascular Center

李紹榕(Shao-Jung Li)

指導教授 ： 劉順仁

國立臺灣大學/管理學院/會計與管理決策組/碩士(2014年)

https://doi.org/10.6342/NTU.2014.10798

摘要

國家推行全民健保，樽節支出，使相當多的醫療機構面臨生存壓力。競爭使醫院認識到擴大行銷能力的重要性，但是如何能留住顧客，卻又是一個更嚴峻的問題，加強醫院管理也就勢在必行。醫院管理範圍廣闊，包括醫療品質管理、服務品質管理和經營管理等等，而管理的最終目的是提高醫療品質水準、提升醫院品牌形象、保障醫院永續經營。因此，在考量政府政策改變下，醫療機構無不思考如何尋求其他多元的經營管道，於是藉由委外合作策略尋求與外部合作的方式因應而生。
我們研究結果發現，醫療院所分科經營時需考慮其總體(外在)因素與個體(產業內)因素。單獨以心臟外科專科經營模式作商業運作，可以有足夠盈餘，但不足以支應Hybrid OR的龐大資本支出；必須在三個團隊規模下才有成功可能。相對地，若以心血管中心模式，合併健檢及後端遠距醫療，則能獲致巨大成功、甚至有不斷複製的可能。
本研究提供一個思考單科經營商業模式的參考架構，審視心臟外科單科及改採心血管中心商業模式運作之可行性，可供有興趣的研究學者參考。

關鍵字

外包 ； 醫療產業 ； 商業模式

並列摘要

Implementation of national health care reform led a considerable number of medical institutions to face pressure for survival. Competition makes hospitals recognize the importance of expanding marketing capabilities, but how to retain customers, is a more serious problem. It is imperative to strengthen hospital management. Hospital management includes medical quality management, service quality management and business management, etc... The ultimate goal is to improve the management of medical quality standards, improve hospital brand image, and protect hospitals sustainable management. Therefore, in consideration of changes in government policies, the medical institutions are all thinking about how to seek other diversified business pipeline, so by outsourcing strategies of cooperation with external partners born.
Our study found that the overall external factors and individual (within the industry) factors should be considered in managing division operation of medical institutions. Business model in cardiac surgery specialist alone can have enough surplus, but cannot afford huge capital expenditure of Hybrid OR; Success may come true when the total scale became three teams. In contrast, the terms of the cardiovascular center model, with merge of health check and back-end telemedicine, is able to have massive success, and may even continue to replicate.
This study provides an architecture for thinking outsourcing policy framework. About the feasibility of business model of cardiovascular surgery or cardiovascular center, researchers are interested in are available.

並列關鍵字

Outsourcing ； Healthcare Industry ； Business model

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