老人照顧創新服務模式之研究

Abstract

隨著人口高齡化與家庭結構改變導致的需求拉動，以及應用於健康照護的資通訊技術逐漸成熟的推動，加上政府規劃施行長期照護保險的資源投入，預期將帶動民間企業的投入，這些因素都將使得老人健康照護產業的未來成長可期。本研究的目的在針對此一產業成長機會，提出可行的創新整合服務商業模式。 本研究首先以次級資料分析及專家業者訪談的方式，彙整歸納出台灣老人照顧服務產業現況及特性，統整出未來發展趨勢，並深入探討老人照顧服務產業發展所面臨的障礙，再根據商機辨識流程與商業模式的設計架構，以顧客待完成工作思維為主軸，分別探討「以醫院來整合」、「以診所來整合」、「以安養護機構來整合」等不同模式設計將面臨到的營收結構與成本結構，進一步以獲利性做為比較基礎，再加上考量未來擴張性之角度，推導適合目標顧客之價值創新整合服務解決方案，並據以完成關鍵資源與流程的規劃，並建立該商業模式的利潤公式。本研究並運用價值網及企業生態系統等理論，從產業實際運作狀況及可能之競爭態勢，印證並強化本研究所提出之老人照顧服務整合診所解決方案之合理性及可行性。 研究結果顯示，以地區診所做為網絡中心點發展老人照顧服務可以發揮其醫療專業之關鍵資源，滿足年長者對於在地老化與調養身體之價值主張，提升機構之入住率，藉而提高機構的資源速度，以提升服務之附加價值來提高顧客願付價格。引進地區基層診所作為老人照顧服務的互補者改變原有議價力之平衡，同時以強化醫療專業服務的方式提高自身的附加價值，以連結價值網五種角色的方式，調整賽局分析範圍，使總價值創造獲得提升。

The demand pull of aging and technology push of healthcare IT application are instrumental in fostering the growth of senior care service industry. With the preliminary plan of long-term care insurance in Taiwan, organizations and private companies will enter into such field, altogether pushing forward the evolution of senior care industry. How to build a sustainable innovative integrated service business model within the senior care service industry evolution is the key purpose for this thesis research. Based on a qualitative research approach, we collect data from both various secondary sources and interviews with several industry experts, then identify the trends and the challenges of senior care industry. Based on the Mark Johnson’s business model framework, our study illustrates the concept of market segmentation by radius evaluation. We identified the profitability and expansion potential for three models, which were Hospital Integration, Clinic Integration, and Senior Care Agency Integration respectively, and proved by applying concept of job-to-be-done for potential market segment analysis as well as by performing a simulation with actual operating information. As a result, a business model with value creation to targeted customer is developed. We also apply value net and business ecosystem concepts to recognize that the clinic integrated senior care service business model is reasonable and feasible. Through the analysis, we found that clinic is the hub and key resource to fulfill the customer value propositions including aging-in-place and healthcare. Such offering can therefore enhance the occupancy rate of senior care service organizations, and then uplift the resource velocity. The evaluation result shows that clinic integrated senior care service business model is profitable and sustainable given the higher willingness-to-pay of the customers. By introducing clinic into senior care service as a complementor can rebalance the bargaining powers and enhance the added values of the offerings, then enlarge the total value created.