國際醫療虛實整合經營模式分析

Analysis on the Business Model of Click-and-Mortar for International Medical Services

楊雅婷(Ya-Ting Yang)

指導教授 ： 許怡欣

臺北醫學大學/公共衛生暨營養學院/醫務管理學研究所/碩士(2010年)

https://doi.org/10.6831/TMU.2010.00252

摘要

論文名稱：國際醫療虛實整合經營模式分析
研究所名稱：臺北醫學大學醫務管理學系碩士班
研究生姓名：楊雅婷
畢業時間：九十八學年度第二學期
指導教授：許怡欣 臺北醫學大學醫務管理學系副教授

研究背景與目的：在抹平的世界裡，全球產業發展和經濟活動模式快速更新變動，醫療保健照護產業順勢崛起，地位舉足輕重。國際醫療服務市場在抹平世界裡獲得關注，亦隨著網際網路等數位傳播科技之發展，產業新經營模式應運而生，虛實整合經營模式蔚為風潮。本研究藉由初級與次級資料蒐集，分析個案國際醫療虛實經營模式與效益分析，了解實際運作概況，並根據研究結果給予個案與臺灣欲推展國際醫療虛實整合經營模式者參考與建議。

研究方法：本研究根據研究目的，以立意抽樣方法選取臺灣推展國際醫療事業之三個案醫療體系，藉由文獻探討整理虛實整合經營模式與虛實整合經營模式效益分析之架構，以初級與次集資料分析及質性研究之深度訪談方法，針對選取個案分析探討及比較整理，進行探索性研究。

研究結果：本研究選取臺灣推展國際醫療之三個案醫療體系，利用品牌、管理、作業及股權四構面整理個案虛實整合經營模式，研究發現個案於經營方向上大致相同，但於實際操作上用於突顯競爭優勢之內部能力仍有差異。

品牌構面：個案悉數通過美國國際醫院評鑑及整合特色醫療與主推項目，目標族群以華僑臺商和中國大陸地區居民為首要客群，另透過保險或顧問公司轉介，醫學大學另招收國際學生及進行外交援助，定位以各自特質為品牌號召。管理構面：實體經營模式朝體系內外部資源整合出發，組織結構建置皆成立專責單位總籌，虛實雙方通路協調模式，以醫師部落格或百萬部落客玩家帶路達成共創價值結構，或以Google等免費部落格平臺經營社群。
作業構面：虛實通路資訊系統整合上，目前網站資訊系統仍以訊息揭露為主，未有資料探勘等系統建置，只透過網站連結至院內網站掛號系統等或僅於網站建置預約諮詢表單與嵌入Msn及Skype即時通訊與網路通話技術為管道。虛實通路配銷系統整合上，產業發展取度建教合作、援助外交及觀光醫療為主力，其中「區域連鎖經營模式」為創新亮點，顧客服務上發展就醫前中後一站到位式服務。股權構面：通路占有上，整合體系內資源，並尋找合適資源整合公司加入，於各自建置之虛擬及實體通路上協同開發，吸引人才與資金流入，成為網絡整合與價值創造者。

而虛實整合經營模式於效益分析構面確實促成本研究三個案行銷傳播及經營成本降低、商品差異化提高附加價值、提高消費者信任及擴大國際醫療市場之綜效。其優點為個案醫療體系皆具資源整合優勢，通過JCIA國際醫院評鑑，成立專責單位與推出特色醫療主力項目，多使用免費社群經營平臺建立共創價值結構，外部資源整合公司導入。缺點為整合需各單位配合，網站仍以資訊露出為主，未有資料探勘及著力社群經營，虛實整合電子商務有待研究發展。

結論與建議：虛實整合經營模式導入國際醫療，將援引醫療體系朝向「網絡整合與價值創造」；應用國際醫療服務之推展，服務模式可從外包代工取經模仿學習到破壞性創新；導入國際醫療之陷阱，關注葛馬萬(Pankaj Ghemawat)教授提醒「1/10與4之間半全球化時代」，全球化只實現了1/10，各國差異性受「文化」、「政府/行政」、「地理」及「經濟」之四層次限制，拉大四種最遙遠的距離。

依本研究個案推演虛實整合經營模式及國際醫療網站交互設計原型，運用Web2.0社群互動概念，結合無線通訊設備WAP(Wireless Application Protocol)、即時通訊IM(Instant messaging)及網路電話技術VoIP(Voice over Internet Protocol)完成核心內圈基礎建設，於基礎建設上發展人機介面即時服務，備妥醫療設備並傳播醫療訊息，完成傳播平臺建置，最後整合並應用於醫療服務、觀光旅遊、餐飲美食、飯店住宿、建教合作、外交援助與保險等完整產業鏈之鍵結應用。虛擬頻道建置後應強化網路行銷與社群經營，擅用Web2.0免費社群經營傳播及資料探勘工具，利用病毒式行銷了解與傾聽關注國際醫療議題之社群。

關鍵字：國際醫療、醫療旅遊、觀光醫療、虛實整合、經營模式

關鍵字

國際醫療 ； 醫療旅遊 ； 觀光醫療 ； 虛實整合 ； 經營模式

並列摘要

Title of Thesis: Analysis on the Business Model of Click-and-Mortar.
for International Medical Services Author: Ya-Ting Yang
Thesis advised by: Yi-Hsin Elsa Hsu, PhD

The Development of international medical services in Taiwan should be paid much attention to. There are few studies about the business model for international medical services, so this study would accord the references, select 3 cases which develop international medical services to analyze those with Click-and-Mortar Business model by qualitative way.The dataes of research were collected by in-depth interview. The purposes of this study are as follows:

1. Exploration of business model of Click-and-Mortar for international medical services with three cases.
2. Effectiveness analysis of the business model of Click-and-Mortar for international medical services with three cases.
3. Comprehensive comparison with the exploration and effectiveness analysis.

Conculsion and Suggestion: Through these case studies, the research found out that the directions of management are basically the same. However, the inner factors for highlighting its competitiveness are different regarding practical operations.

Brand aspect: The cases have passed JCI (Joint Commission International) and medical integration specializations. Their target audiences are based on overseas Chinese and residents from mainland China. Through medium of insurance and consultancy companies, medical universities get to take in international students and to provide diplomatic supports by evoking its own characteristics as a brand position.

Management aspect: Practical operation model focuses on medical system’s inner and outer resources integration. The formation of organization structure all establishes responsibility section to management. Virtual and actual coordination system is built by medical doctors’ blogs and renowned bloggers’ report to create a value system, or by operation of online communities from free internet gateways such as Google.

Operation aspect: Regarding actual situation integrated business model of information technology, the website resource systems are based on news delivery rather than systems of information exploration. The resource systems can be linked to online hospital registration, or having inbuilt medical reservation forum, instant messenger and Skype which provide Internet communication accesses. According to integration of distribution system, the development of the industry focuses on cooperative education, diplomatic support and medical tourism. Among all, “regional chain business model”is a new innovation, which offers a series of preceding, current and post-medical treatment service for the customers.

Equity aspect: It integrates resources for the business accesses, and seeks capable companies that provide resource integration to join it. They co-develop on each other’s own virtual and practical accesses, recruiting human recourses and funds, therefore has become the creator of Internet value and integration.

The benefit analysis of actual situation integrated business model has helped to promote these three medical system cases, reduced their operating cost, increased added value by produce variety, raised customer reliability and expanded markets of International medical treatment. Its advantage can be views as that the medical systems from the case studies all have predominance of resource integration, which have passed assessment of JCIA ( Joint Commission International Accreditation.) They established responsibility departments and offer distinguishing medical treatments through free online communities to built value assets, and to recruit other resource integration companies. The weakness is that the integration needs cooperation of every unit, and the websites mainly focus on information delivery, which lack information investigation and maintenance of online communities. All in all, actual situation integrated e-commerce systems require further research and investigations.
International Medical Services with business model of Click-and-Mortar will lead healthcare system to Network Integrated and Value Created. The service model can switch from original equipment outsourcing to disruptive innovation by applying the expansion of international medical service. When implementing the trap of international medical treatment, we have to pay attention to “Redefining Global Strategy”, written by Dr. Pankaj Ghemawat. The globalization only realizes one tenth, every country’s difference is confined to four gradations, including culture, government, geography and economy, which widen the gap.

According to this case introducing inter-design prototype of Click-and-Mortar business model and international medical treatment website, using the concept of interaction in web 2.0 community, combing wireless communication equipment like WAP(Wireless Application Protocol), IM(Instant messaging) and VoIP(Voice over Internet Protocol) to complete core infrastructure. Developing human and machine interface for instant service based on infrastructure. Preparing for medical treatment equipment and spreading medical treatment message to complete the platform for broadcasting. Finally, integrating and applying connecting application in complete industrial chains like medical treatment service, tourism, restaurants industry, hospitality industry, cooperative education, foreign aid and insurance. After building virtual channel, we should fortify Internet marketing and community operating. Using free web 2.0 community providing operation, broadcast and collect information collecting tools to employ virus-like marketing to understand those communities caring about international medical issues.

Keywords: International medical service, medical tourism, health tourism, business model, Click-and-Mortar

並列關鍵字

International medical service ； medical tourism ； health tourism ； business model ； Click-and-Mortar

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