從健康數據到商業價值：個別化運動處方平台於預防醫學市場的應用策略研究

Abstract

代謝症候群與糖尿病前期等代謝風險族群在臺灣規模龐大，雖然健康檢查、自費預防醫學與企業健康管理需求持續成長，運動介入在臨床與生活端的落地仍常面臨「轉介斷裂、處方不一致、依從性支持不足、成效難以量化」等痛點。隨穿戴裝置、健康檢測與數位健康服務成熟，若能以健康數據串接臨床風險分層與生活端運動執行，將有機會把運動處方從「建議」升級為可交付、可追蹤、可驗證之服務，並形成可擴散的預防醫學商業模式。本研究以「從健康數據到商業價值」為主軸，旨在（1）整理國內外發展趨勢與關鍵缺口，（2）釐清多元利害關係人需求與價值主張，（3）建構個別化運動處方平台之應用策略與初步商業模式。研究方法採多元資料整合之質性設計，包含公開統計資料之描述性整理、國際政策／計畫文件之內容分析與跨方案比較、運動介入實證文獻之系統化綜整，以及對代謝風險族群個案、臨床醫療與運動專業人員、場館與健康管理／數位健康相關人員之半結構式訪談；並以主題分析將結果系統性對應至價值主張圖與商業模式圖。研究歸納六項平台設計要點：聚焦高風險且可逆轉族群、導入結構化運動處方與行為支持、建立「收案評估—生活端執行—回診追蹤」之轉接流程、以數據登錄與回饋形成閉環、以「過程＋結果」雙軌指標支撐品質管理與支付談判、結合誘因或品質獎勵提升參與黏著度。整體而言，個別化運動處方平台的關鍵不在增加資訊供給，而在以安全治理與資料閉環建立可驗證的利益承諾，並透過多邊合作與混合交付模式降低採納摩擦，作為醫療機構與相關產業推動預防醫學服務創新之策略藍圖。

Metabolic syndrome and prediabetes are highly prevalent in Taiwan. Despite the rapid growth of health checkups, self-paid preventive services, and corporate wellness programs, real-world exercise interventions often suffer from fragmented referral pathways, inconsistent prescriptions, limited adherence support, and difficulty demonstrating outcomes. With the maturation of wearables, biomarker testing, and digital health services, a data-driven approach can connect clinical risk stratification with everyday exercise delivery, turning exercise prescriptions from general advice into a deliverable, trackable, and verifiable service—and ultimately into scalable business value. This study aims to （1） synthesize international and local development trends and critical gaps, （2） clarify stakeholder needs and value propositions for a personalized exercise prescription platform, and （3） propose an application strategy and an initial business model for the preventive healthcare market. Using a qualitative multi-source design, we analyzed publicly available epidemiological statistics, compared representative policies and programs, synthesized evidence on exercise intervention characteristics and outcomes, and conducted semi-structured interviews with metabolic-risk individuals, clinicians, exercise professionals, venue operators, and digital health/management stakeholders. Findings were thematically analyzed and mapped to the Value Proposition Canvas and the Business Model Canvas. The study identifies six key design principles: targeting high-risk yet reversible populations; delivering structured, protocolized prescriptions with behavioral support; building an end-to-end workflow from clinical enrollment and risk stratification to community execution and follow-up; creating a closed-loop data registry and feedback system; evaluating both process and health outcomes to support quality management and reimbursement; and incorporating incentives or quality-based rewards to improve engagement. Overall, the platform’s value lies not in providing more information but in operationalizing safe governance and measurable outcome commitments, enabling multi-party collaboration and scalable deployment in preventive healthcare.