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| Title: | 公立醫院自費健檢服務商業模式之研究 - 以A醫院為例
A study on the business model of self-funded health examination services in public hospitals - taking Hospital A as an example |
| Authors: | 李熹昌
Lee, Hsi-Chang |
| Contributors: | 詹文男
Tsan, Wen-Nan
李熹昌
Lee, Hsi-Chang |
| Keywords: | 自費健檢
商業模式
競爭分析
Out-of-pocket health examination
Business model
Competitive analysis |
| Date: | 2022 |
| Issue Date: | 2022-08-01 17:35:31 (UTC+8) |
| Abstract: | 台灣引以為傲的全體國民健康保險制度，在連年的虧損下改行總額給付制，使醫療院所於部份醫療項目需自行負擔盈虧，導致過於嚴謹的成本管理，甚至出現不良的醫病關係，且隨著人口高齡化，預防保健的意識逐漸抬頭，人們不僅要活得長久更要活得健康，因此健康檢查亦受到政府及社會的重視，但台灣政府雖有補助民眾進行健檢，但其補貼的族群及可檢查的項目涵蓋不完整，無法消除民眾對自我健康的疑慮，因而使更為精確但價格亦相對高昂的自費健檢蓬勃發展。
從過去文獻及本文訪談中，我們瞭解民眾選擇健檢機構的考量因素包含醫護人員的專業度，醫療儀器的先進程度，檢查環境的舒適度，以及醫護人員的服務態度等，並透過PEST、五力、SWOT分析，探討產業及個案公司的現況與前景，繪製商業模式圖，以顧客素描重新設計個案醫院的價值主張，提出建議的改善方向。
研究結果發現個案醫院作為公家醫院，應妥善利用其綜合公家機構與醫院的優勢，對醫療中心以價格取勝；對健檢診所以一條龍的服務，先進的儀器設備與值得信賴的醫療團隊創造差異化，吸引民眾到院接受檢查，且為解決顧客健檢的痛點，美化檢測環境，訓練精實的醫護人員等是個案醫院保持競爭力所需要補足的劣勢。
After years of losses, National Health Insurance in Taiwan had switched to a lump-sum payment system, which means medical institutions have to afford their own losses in some medical projects, resulting in overly rigorous cost management and even poor doctor-patient relation. Besides, since the awareness of preventive health care is gradually rising, people nowadays not only want to live a long life but also a healthy life, making health checks valued by the government and society. However, the subsidized groups and the items that can be examined are incomplete and unable to eliminate the public`s doubts about their own health. Thus, the more accurate but relatively expensive out-of-pocket health examination became to flourish.
From past literature and our interviews of executives, we understand that the factors people consider when choosing a health examination institution include the medical staff, equipment, examination environment, and the service attitude. By PEST, Five Forces, SWOT analysis, we discuss the current situation and prospects of the industry and the case hospital. We write down the business model, and redesign it with the value proposition of the case hospital by customer sketching to suggest forward improvement of the case company.
The results of our study found that the case hospital, as a public hospital, should make good use of its character of being a public institution but a hospital as well. That is, winning on price for the medical center; as for the health examination clinic, it should provide one-stop service, advanced equipment and trustworthy medical team to create differences. In addition, optimizing the testing environment and training sophisticated medical staff are necessary for case hospital to maintain its competitiveness. |
| Reference: | 中文部分:
王素真、洪耀釧、林耀三(2011)。影響民眾利用自費健康檢查之相關因素探討。工程科技與教育學刊，第八卷，第二期，320-329。
王敏榮(1997)。健檢中心之經營行銷-以台南地區為例。醫院，30 (4)，32-37
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李智峰(1997)。健檢服務業現況與經營策略之分析。長庚醫學暨工程學院碩士論文。
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詹文男、李震華、周維忠、王義智及數位轉型研究團隊合著，(2020)。數位轉型力。台北:商周出版。
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英文部分:
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Yin, R. K. (2009). Case Study Research: Design and Methods(4th ed.) Thousand. Oaks: SAGE. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932170 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107932170 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200852 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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