醫療服務產業經營策略之研究- 以長期照護機構(護理之家)為例

The Study of Medical Service Industry Operating Strategies：In Exemplification of Long-Term Care Facilities (Nursing Home)

李昀澔(Yun-Hao Lee)

指導教授 ： 廖森貴 ； 吳斯偉

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2013年)

摘要

由於全民健保等多項醫療政策的實施，醫療環境急遽的變化，造成醫療產業面臨前所未有的競爭。近來各醫療產業均積極發展精緻化之醫療服務模式，其中各專業屬性、營運策略與管理模式，可能影響機構或產業之發展與經營績效；依據服務對象的需求差異性，進而發展出不同行銷模式，也可能影響經營績效。而所謂「醫療服務產業」這個名詞的產生，主要是因隨著消費主義的抬頭，病患和一般大眾已轉變過去以醫師為中心的思維，轉向認為是針對社會各階層提供精細、優質、高檔次醫療服務質量（高技術、高服務）的另一種服務產業。
在近期蓬勃發展的各類型醫療產業之中，因應人口結構及社會文化型態的改變以及高齡化社會之趨勢，長期照護市場成為台灣未來的新興產業。依照衛生主管機關統計數據指出，長期照護需求者其中有近56%為屬於「熟年世代」的65歲以上之長者。惟受傳統孝親觀念及對長照機構既存印象影響，即便家中有此照護需求之個案，多數傾向留住家中請外勞照顧。但姑且先不論這狀況長期下來對整個家庭生活常軌的影響之鉅，真正需要專業醫療護理處置的個案所受到的照護是不足的，嚴重影響被照護者的照護品質。
本研究先從相關的文獻探討開始著手，採取橫斷面研究方法，問卷調查對象除為長期照護產業--護理之家內部住民家屬與實際進行機構營運的高階主管外，另納入外部潛在客戶族群；調查重點著重在照護需求個案家屬選擇護理之家時的考量方向、經營者對於個案家屬在為其家人選擇護理之家時決策重點之認知，並比對護理之家現行所提供之服務的符合程度，進行研究分析以探求消費者期待，藉此歸納出此一產業之經營策略方向。
本研究希冀藉由探討國內醫療服務產業其顧客價值主張所反映之需求態勢與經營策略，協助長期照護產業經營者因應市場的倍數成長，需求人口快速的增加，在現有長期照護機構體系分歧競爭激烈的情況下，瞭解如何運用消費者需求導向之經營策略凸顯競爭優勢；如何規劃相關的營運模式，以利於眾多的競爭者中異軍突起，擴大市場佔有率及強化經營績效，進而建構優質醫療服務永續經營的產業環境。也期望提供給現有的經營者或未來計劃投入長期照護產業者規劃經營策略的參考。

關鍵字

醫療服務產業 ； 經營策略 ； 長期照護機構

並列摘要

Owing to the implementations of National Health and several medical treatment measurements, the medical industry becomes drastically competitive which leads to the industry faces up to unprecedented competition. In recent years, the medical industry has been developing exquisite nursing service business model, the professional property, business strategy and management model among them are likely to influence the development of industry and managerial performance. Further, the development of various marketing models to cater for the differentiated demand of the customers will also affect managerial performance. The origination of the so-called “medical service industry” mainly comes from the awareness of consumerism, the patient and the public have shifted their perceptions from the thinking of doctor-oriented to another exquisite, premium, and high-end medical nursing service (hi-tech and high-quality).
Among the prosperous development of various medical treatment industries, the long-term medical service that responds to population structure, social evolution, and the trend of aging population, has become the future emerging industry in Taiwan. According to the official hygienic statistics, about 56% of those people who demand long-term medical service belong to the “aging generation” which is older than 65 years old. However, due to the influences of tradition though of filial piety and bias against long-term nursing center, the majority of relatives have tendency to apply for foreign labor in order to take care of their parents at home in lieu of sending them to long-term nursing center. Consequently, the aging people who really need medical treatment obtain insufficient attention and the nursing quality is seriously diminished, still less, the home attention greatly affects the daily life of the entire family.
This research is set about from the related literature review, the researcher employs explanatory and exploratory methods, the participants comprise of not only family members of the inpatients and the executives of the industry, but also the potential customers. The survey aims at the criteria of family members who select medical nursing center, the recognition of the practitioner regarding the decision of family members’ choices. In addition, the degree of the existing service in compliance with the demand is analyzed with comparison and contrast in order to conclude the business strategic direction of this industry.
The purpose of this research concentrates on exploring the demand situation of the value proposition of customers of the local medical treatment industry in order to suggest practitioners how to respond to the multiple growth of the market, the fast increase of and the aging population, and utilize the consumers demand as managerial strategy so as to gain competitive advantage, and how to plan related business model in order to surpass numerous competitors, expand market share, and strengthen managerial performance. Further, build up sustainable industry environment for premium medical nursing service and also provide managerial strategy reference to either existing practitioners or future new entrants to long-term nursing industry.
Owing to the implementations of National Health and several medical treatment measurements, the medical industry becomes drastically competitive which leads to the industry faces up to unprecedented competition. In recent years, the medical industry has been developing exquisite nursing service business model, the professional property, business strategy and management model among them are likely to influence the development of industry and managerial performance. Further, the development of various marketing models to cater for the differentiated demand of the customers will also affect managerial performance. The origination of the so-called “medical service industry” mainly comes from the awareness of consumerism, the patient and the public have shifted their perceptions from the thinking of doctor-oriented to another exquisite, premium, and high-end medical nursing service (hi-tech and high-quality).
Among the prosperous development of various medical treatment industries, the long-term medical service that responds to population structure, social evolution, and the trend of aging population, has become the future emerging industry in Taiwan. According to the official hygienic statistics, about 56% of those people who demand long-term medical service belong to the “aging generation” which is older than 65 years old. However, due to the influences of tradition though of filial piety and bias against long-term nursing center, the majority of relatives have tendency to apply for foreign labor in order to take care of their parents at home in lieu of sending them to long-term nursing center. Consequently, the aging people who really need medical treatment obtain insufficient attention and the nursing quality is seriously diminished, still less, the home attention greatly affects the daily life of the entire family.
This research is set about from the related literature review, the researcher employs explanatory and exploratory methods, the participants comprise of not only family members of the inpatients and the executives of the industry, but also the potential customers. The survey aims at the criteria of family members who select medical nursing center, the recognition of the practitioner regarding the decision of family members’ choices. In addition, the degree of the existing service in compliance with the demand is analyzed with comparison and contrast in order to conclude the business strategic direction of this industry.
The purpose of this research concentrates on exploring the demand situation of the value proposition of customers of the local medical treatment industry in order to suggest practitioners how to respond to the multiple growth of the market, the fast increase of and the aging population, and utilize the consumers demand as managerial strategy so as to gain competitive advantage, and how to plan related business model in order to surpass numerous competitors, expand market share, and strengthen managerial performance. Further, build up sustainable industry environment for premium medical nursing service and also provide managerial strategy reference to either existing practitioners or future new entrants to long-term nursing industry.

並列關鍵字

Medical Service ； Business Strategy ； Long-term Nursing Organization

參考文獻

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