普及化醫療產業之商業發展 專案分析 - 英諾美公司與睡眠者教練

Abstract

本文將研究普及化醫療系統商業模式發展之成功與風險因子，並用混合分析法，將三種模式：一、波特所提之五力分析，分析普及化醫療產業之產業競爭性；二、金三角模型，模型以三個戰略選擇： 最佳產品、整體顧客解決方案和系統鎖定，分析以客戶為核心之綜合策略，並以適應性過程確保最為關鍵重要的流程必須與制定的戰略保持一致。再者，利用專案分析真實普及化醫療公司英諾美與產品睡眠者教練之競爭優勢。分析中發現其公司優點有下列，一、公司主要創始人為普及化醫療界，尤其是睡眠醫療界之重量及人物，而醫療體系中有器材採購主導權也在這些少數主要影響者中；二、掌握主要智慧財產；三、前三年之研究發展費用已取得。另外，產品睡眠者教練之優勢有下列，一、內建睡眠醫療知識；二、依據患者個人病情狀況加以客制化認知行為訓練；三、在患者自然睡眠環境即時偵測患者狀況。最後，專案分析之結果，其公司優勢與產品特色與混合分析結果一致。

In this thesis, we want to determine the factors and risks that affect the viable business model for pervasive healthcare systems – with an emphasis in sleep treatment devices. We use a hybrid analysis utilizing, i) Porter’s Five Forces, to determine the competitive advantages of the pervasive healthcare industry and ii) Delta Model, to determine the three strategic options relating to customer bonding and adaptive process which support these options. We have found with the hybrid analysis pervasive healthcare industry will be highly competitive and meet customer trend making it the next big trend for the medical industry in overall. Especially, the ability to customize accordingly to the patients individual conditions is a key differentiator in such an industry. We also introduce an actual case study – company Innomed and product Sleep Coach – to see a practical implementation of such strategies in a real company and product. The competitive advantages of Innomed are, i) key founders are key opinion leaders (KOLs) in the field of sleep medicine, which in turn plays a decisive role in the medical device procurement process; ii) owner of key intellectual properties, which in turn raises the entry barrier; and iii) research and development costs for first three years already covered by government funds. Meanwhile, the advantages of the sleep coach are, i) built-in key know-how of sleep medicine; ii) ability to customize training accordingly to patient’s condition; iii) real-time monitoring by physician of patient in natural sleeping environment. The aforementioned company and product are aligned with results of the hybrid analysis and the healthcare market trend – patient centric company value and product design