某醫學中心以情境分析規劃國際醫療專區設置策略之探討

目的：本研究對台灣發展國際醫療專區政策，以情境分析法歸納探討某醫學中心投資者依其發展策略所建構之可行情境，提供政策推動單位進行國際醫療專區招商參考。方法：本文採用情境分析法，其應用於無大量歷史資料，為企業從事長期規劃上使用的一種工具，歸納個案醫院於規劃建置國際醫療專區時專案小組成員之意見，並將其建構為可能情境進行預測，以瞭解未來的變化，發展可能之策略。結果：本研究建構「醫療特色市場」、「生活區需求市場」及「策略行銷市場」等三個情境，策略上則是以縮短投資開發期、投資搭配；產業整合、生活圈結合；國際醫療仲介合作、提升專區醫院國際知名度做為各情境下不同的主要發展策略。結論：國際醫療專區設置成功關鍵策略在於需縮短投資開發期，延續投資醫院既有之優勢；由於民間業者大多仍抱持保守態度，投資獎勵與投資搭配降低風險是鼓勵積極投入的有效策略，此外專區客源可透過建立國際醫療仲介管道及專區知名度建立等行銷策略擴大其來源。

關鍵字

國際醫療專區；情境分析法；醫療服務國際化；醫療旅遊

並列摘要

Objectives: Increased attention is being given to the potential for an international medical zone in Taiwan. The purpose of this study was to address possible future scenarios and provide suggestions to the Department of Health in Taiwan.Methods: The SRI (Stanford Research Institute) scenario analysis is a standardized method designed to predict the long term development of corporations. The subjects were members of the SK Hospital international medical think tank. They were asked to complete a questionnaire which elicited their opinions about the strategies for developing an international medical zone.Results: Three scenarios were developed: ”Medical Specific”, ”Life Demand” and ”Marketing”. Six important strategies were then identified: ”Shorten the Development Stage”, ”Various Investment”, ”Quasi-Integration”, ”Bond the Living Environment”, ”Cooperate with Medical Travel Agent” and ”Brand Awareness”.Conclusions: If Taiwan's hospitals want to develop an international medical zone, they need more specific strategies to increase their willingness to invest. While this study has its limitations, we hope that it can provide some information that would be helpful in the development of an international medical zone in Taiwan.

並列關鍵字

international medical zone ； scenario analysis ； global medicine ； medical tourism

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