牙醫醫療連鎖在臺灣的現況探討 —以Dr.Wells牙醫連鎖為例

Abstract

牙醫醫療產業的進步在近二十年的發展有目共睹，從早期的鑲牙士幫國人看牙；牙醫師的社會地位未被重視；到近幾年，台大牙醫學系在大學入學的志願排名，已經超越台北外縣市的醫科排名。這個現象表達的是：年輕學子對於牙醫師這個行業的憧憬也顯現出牙醫師的社會地位，學術背景和經濟能力相較以往有相當大的提升。 除了牙醫師本質學能和社會地位的提升，牙醫醫療硬體設備日新月異，牙醫醫療技術一日千里；再加上牙醫專業技術的教育訓練包括國內牙醫相關的學會和廠商都在這二十年的時間陸續到位而且蓬勃發展。 因此，在這樣的產業環境改變下，牙醫醫療經管從業人員該如何因應？ 在台灣，只有牙醫師可以開設牙醫診所，但是牙醫師本身也是執行牙醫醫療行為的人 。如果診所的形態不大，一般開業牙醫師還可以身兼管理職，或是請院長夫人或是可以信任的診所助理協助營運管理面的執行。 但是在現今發展的大環境下，牙醫診所的規模越來越大，儀器設備越來越精良，服務流程越來越被要求，顧客的滿意度取決於診所的整體服務；決不是像早期的牙醫治療只有被期待“牙齒不痛就好了”！ 本文以台灣開設最久的Dr.Wells 國維牙醫連鎖作為範例，分為五個章節作討論。從牙醫產業論述到單一診所面臨的問題和可能發展的方向做探討。採用Porter的五力分析與SWOT分析為主要研究架構，將Dr.Wells牙醫醫療連鎖的成功關鍵因素列出，並將現況依循市場成長趨勢作S.(Segmenting) T.(Targeting) P. (Positioning)來作進一步思考、尋找可能的策略。 最後，希望政府在醫療產業化和國際醫療的資源投入要增加並列入國內醫療業發展的重點；法規制度面也需要調整。歐美國家和大陸運用醫療產業化的資源積極推展各國國內醫療水準國際化，台灣也應該利用國內這幾年牙醫產業尚存的好光景和機會，制定完善的牙醫產業化法規和配套方案 ，將國內的好人才和管理知識運用在未來走向全球化的發展和佈局才是。

Dental health developments in the past 20 years are obvious. From early stage of Taiwan dental care industry, people looked for dental technicians for dental care instead of dentists; the social status of dentists was not high as nowadays. But recently the ranking of the dentistry medical department for university entrance has beyond the medical department of the university outside Taipei city. And the social status, academic background and economic capacity of dentists are upgraded. Young students show more interests for dentistry industry. Except for dentists’ academic background and social status improved, dental technology and equipment leap in a huge path; Taiwan dental professional association and dental equipment’s corporations have made lots of efforts in dental technical education in the past 20 years as well. In Taiwan, only a dentist can own a dental clinic, but in the meantime, a dentist is also the only person who executes dental health behavior for the patients. If the clinic is in small scale, the dean, the dentist who in charge of the clinic, the wife of the dean or the senior assistant can handle the administration affairs. But the expectation from the consumers (the patients) is much higher than before. Comfortable service environment, well trained professional staff, high technical equipment and standard service process are basic qualification for temporary dental clinics. How do the administrators of dental clinic face this acute change of dental health care business? In this essay, there are five chapters for discussion and a case study of Dr.Wells dental franchise in Taiwan. Porter's five forces analysis, SWOT analysis, the key success factors of Dr.Wells, S. (Segmenting) T. (Targeting) p. (Positioning) to further marketing strategies are included in this essay’s survey. Lastly, the industrialization of health care, the international tourisms’ medical resources and the regulations in Taiwan need to be discussed and adjusted. Comparing to the industrialization of Europe, the United States and mainland China, the distribution of medical resources, marketing strategy in national health care , Taiwan still have some strengths now, but this strengths won’t last too long. Our government and dental professionals should all be aware of this unresisting trend and do something right to support and promote Taiwan’s health care talent, knowledge and technician from domestic industry to globalization.