探討醫療服務行銷的商業模式 —以臺北醫學大學附設醫院體重管理中心為例

Abstract

隨著台灣肥胖人口的大幅成長，民眾對於減重的需求也日漸龐大，因此也造就了減重市場的激烈競爭。然而伴隨著醫美診所、網路、社群團體等強力曝光的商業廣告，時下民眾對於醫療品質的要求也已超越以往，以客為尊並將醫療服務為行銷賣點，已無法滿足民眾的需求。也因為減重的醫療院所如雨後春筍般出現，就必須在既有模式中與其他減重機構有所差異，進而提高營運績效。 本研究藉由訪談護理人員、行政人員、主管、病患，以討論出減重中心藉著創新的商業模式，其成功因素何在。然而研究結果顯示，特色醫療中心在探討商業模式時必須先思考，某種特定疾病的治療是否為單一療法，是否可做其他產品或療法的相關延伸，再藉此找出不同療法與產品的目標客群(依照BMI指數來針對不同肥胖客層)，以及能夠與之配合的關鍵夥伴(醫療耗材供應商、可進行心理及社交層面療癒的病友協會)、還有必須要進行的關鍵活動、以及曝光的通路，藉此達到與其他同質醫療院所的差異化。 期盼本研究的結果能提供未來想發展減重特色中心的醫療院所當作參考，並且能夠提高經營績效。

Overweight or obese population in Taiwan is growing up, and the demand for losing weight is also increasing acutely day by day. Commercial advertisements of various weight loss products are in abundant growth, and people nowadays are pursuing for much higher medical quality than before, therefore, the marketing points of “customer first” and “medical service” have been beyond what people want. Therefore, jumping out of the frame and making a difference to others are necessary for a better operation performance. This research reveals the innovative business model and key success factors by interviewing paramedical and administration personnel and patients, and the research result tells, when it comes to developing a weight-loss specialized medical center and discussing available business model for it, the first thing that administration have to think about is, for certain disease, such as obesity, which multi-disciplinary treatment can be offered to patients and what expanding products can be provided, and then find out the customer segments, key partnerships(such as consumables suppliers and patients support group), key activities and channels to contact with customers, with above key factors to make differentiation to others. We are expecting the result of this study could be an advice for hospitals or clinics those who would like to develop weight-loss specialized medical centers in the future.