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    題名: 非營利癌症醫療機構突破困境及永續經營策略-S醫院之個案分析-
    The strategies of a non-profit cancer medical institution for breaking through challenges and achieving sustainability: A case study of the S Cancer Center
    作者: 黃國埕
    Huang, Kuo-Cheng
    貢獻者: 彭朱如
    黃國埕
    Huang, Kuo-Cheng
    關鍵詞: 非營利癌症醫療機構
    病人就醫歷程
    品牌再造
    永續經營策略
    Non-profit cancer medical institution
    patient journey
    rebranding
    sustainable operation strategy
    日期: 2024
    上傳時間: 2024-08-05 12:34:47 (UTC+8)
    摘要: 癌症治療是高度個人化及複雜的。有效的癌症治療需要整合性的團隊醫療照護，站在病人的角度思考，才能在抗癌每個階段提供最適合的治療方案和全面的照顧。在台灣，健康保險制度的總額預算制度限制了醫療機構的獲利空間。為了維持運作並投資發展，醫療機構必須控制和降低成本，甚至在醫療品質上做出妥協。同時，各地醫院進行軍備競賽，搶攻自費市場，在醫療人員薪資與業績相關聯的前提下，難免衍生鼓勵不必要醫療之道德風險。醫療機構及從業人員如何維持初心，不受營運壓力影響，需要智慧、勇氣及聰明的策略。本研究以S醫院做為個案研究，主要探討在面對外來激烈的競爭挑戰，內部目前面臨哪些問題和瓶頸?以及在維持價值理念的前提下，有哪些明確可行的變革策略方案?本研究透過研究團隊長達兩年不間斷的討論，融合了不同部門、不同世代的角度及觀點，整理總結出六大策略方案及具體執行細節，包括優化病人就醫體驗、創新行銷策略以再造品牌形象、尋找合作夥伴並廣納資源、建立數據庫並產生行動方案、徵才留才和因應醫療趨勢等。這些策略將有助S醫院保持其價值理念，應對內外部挑戰，並找到新的發展機遇，以實現永續經營。
    Cancer treatment is highly personalized and complex. Effective cancer treatment requires integrated team-based medical care, viewing from the patient's perspective to provide the most suitable treatment plan and comprehensive care at every stage of the cancer battle. In Taiwan, the total budget system of the National Health Insurance limits the profit margins of medical institutions. To maintain operations and invest in development, medical institutions must control and reduce costs, sometimes compromising on care quality. At the same time, hospitals engage in an arms race to capture the out-of-pocket expense market, which, with medical staff's salaries linked to performance, inevitably leads to the moral hazard of encouraging unnecessary medical procedures. How medical institutions and practitioners maintain their initial purpose without being influenced by operational pressures requires wisdom, courage, and smart strategies. This study uses S Hospital as a case study, mainly exploring the current issues and bottlenecks faced internally amid intense external competition, and identifying clear and feasible transformation strategies while maintaining core values. Through two years of continuous discussion by the research team, integrating perspectives from different departments and generations, six major strategic plans and specific implementation details were summarized. These include optimizing patient experience, innovative marketing strategies to rebuild brand image, seeking partners and pooling resources, establishing a database and generating actionable plans, talent recruitment and retention, and responding to medical trends. These strategies will help S Hospital uphold its core values, address internal and external challenges, and find new development opportunities to achieve sustainable operation.
    參考文獻: 中文
    1. Berry, L. L. and K. D. Seltman,, (2008)，向梅約學管理(Management lessons from Mayo Clinic)。台灣：美商麥格羅台灣分公司，希爾國際股份有限公司。
    2. 衛生福利部中央健康保險署，113年全日平均護病比(113年03月27日新增)，檢自：https://www.nhi.gov.tw/ch/cp-5095-32156-3033-1.html，擷取日期：2024年04月21日
    3. 衛生福利部國民健康署，公告通過癌症診療品質認證醫院名單(截至113年1 月)，檢自：https://www.hpa.gov.tw/Pages/Detail.aspx?nodeid=129&pid=14957 ，擷取日期：2024年04月22日
    4. 周宜芳譯．Timothy L. Keiningham, Lerzan Aksoy, Luke Williams, Alexander Buoye著 (2021)，讓品牌遇上「對的」顧客體驗“ What's the Right Customer Experience for Your Brand?” 哈佛商業評論。 Sep, 2021. 檢自：https://www.hbrtaiwan.com/article/20580/whats-the-right-customer-experience-for-your-brand
    5. 蘇偉信譯．David C. Edelman, Mark Abraham著 (2022)，打造AI時代的優質顧客體驗 “Customer Experience in the Age of AI” 哈佛商業評論。. April, 2022. 檢自： https://www.hbrtaiwan.com/article/21013/customer-experience-in-the-age-of-ai
    6. Stuart Hogg (2018)，五個步驟，協助品牌洞悉消費者歷程建立忠誠度 Think with Google. Aug 2018
    7. 衛生福利部醫事司醫療廣告管理專區(2024-4-12更新)，一、醫療法及其施行細則中「醫療廣告」之相關規定。檢自： https://dep.mohw.gov.tw/DOMA/cp-2708-38120-106.html， 擷取日期：2024年04月22日
    8. 黃孝如譯．Nitin Nohria, Boris Groysberg, and Linda-Eling Lee (2008)，激勵領導力“Employee Motivation: A Powerful New Model” 哈佛商業評論。July, 2008. 檢自：https://www.hbrtaiwan.com/article/10738/employee-motivation-a-powerful-new-model
    9. 司徒達賢，2021。策略管理新論：觀念架構與分析方法（第三版）。台北：智勝文化事業有限公司。
    英文
    1. Zimlichman, E., W. Nicklin, R. Aggarwal, D. W. Bates, (2021). Health Care 2030: The Coming Transformation. NEJM Catalyst. March 3: 1-11.
    2. Law, M. P., Muhl, C., McElhone, S., Smith, R. W., Patte, K. A., Khowaja, A., Hannell, S., James, L., Rowe, R. K., Orlando, E., Morrish, J., Mechelse, K., James, N., Mateus, L., & Magier, M. (2022). Driving change in the health sector: An integrated approach. Creative Commons Attribution-NonCommercial 4.0 International License.). https://ecampusontario.pressbooks.pub/drivingchangeinthehealthsectoranintegratedapproach
    3. Lee, C., Kiesau, T., Damsky, P., Pathiyal, A. 5 Forces Leading Change in Healthcare. CHARTIS group, 2023. https://www.chartis.com/insights/5-forces-leading-change-healthcare
    4. Erlingsdottir G, Ersson A, Borell J, Rydenfält C. 2018 Driving for successful change processes in healthcare by putting staff at the wheel. J Health Organ Manag, 32(1):69-84.
    5. Nilsen P, Seing I, Ericsson C, Birken SA, Schildmeijer K. 2020. Characteristics of successful changes in health care organizations: an interview study with physicians, registered nurses and assistant nurses. BMC Health Serv Res, 20(1):147-154.
    6. Morganti, K. G., Sontag-Padilla, L. M., Staplefoote, L. (2012). Financial Sustainability for Nonprofit Organizations -A Review of the Literature. RESEARCH REPORT, RAND Corporation.
    7. Donaldson, L., Ricciardi, W., Sheridan, S., Tartaglia, R. (2021). Textbook of Patient Safety and Clinical Risk Management. Springer Cham.
    8. Gualandi R, Masella C, Viglione D, Tartaglini D (2019) Exploring the hospital patient journey: What does the patient experience? PLoS ONE14(12): e0224899
    9. Davies, E. L., Bulto, L. N., Walsh, A., Pollock, D., Langton, V. M., Laing, R. E., Graham, A., Arnold- Chamney, M., & Kelly, J. (2023). Reporting and conducting patient journey mapping research in healthcare: A scoping review. Journal of Advanced Nursing, 79: 83–100
    10. Roberts J.P., Fisher T.R., Trowbridge M.J., Bent C. (2016) A design thinking framework for healthcare management and innovation. Healthcare, Mar;4(1):11-14.
    11. Lemon, K. N. & Verhoef, P. C. (2016), “Understanding Customer Experience Throughout the Customer Journey,” Journal of Marketing 80(6): 69–96.
    12. Hammonds, K. H. (2005), Why we hate HR? Fast Company, Aug: 97.
    13. How great leaders inspire action. ”Start with Why”Simon Sinek, TED talk,2010.
    https://youtu.be/u4ZoJKF_VuA?si=Pu_BwDUxa7ZGVPNh ， 擷取日期：2024年03月05日
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    110932152
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110932152
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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