投資中國大陸肛腸保健專科診所之模擬研究

Abstract

近年來中國大陸經濟快速起飛，崛起的中國站上世界強國的舞台後，在各方面也開始追趕先進國家的腳步，尤其面臨社會醫療保健需求增加及人口老化的全球趨勢下，加上人民對醫療改革的殷切期待，促使國家領導人不得不加快改革開放的腳步，增加投入，也吸引世界各國企業到中國開闢疆土，搶攻醫療保健市場。台灣醫療產業具備優秀的醫學人才，與歐美同步的先進技術及與中國大陸同文同種的優勢，已有醫療集團進軍大陸佈局，產業界其他精英亦陸續走訪市場，尋求發展的機會。鑑於大部分投資計畫皆著重於大型醫療院所，與國營醫院的市場重疊，難以發展特色。根據台灣某地區大腸直腸肛門科（肛腸科）醫療發展營運的數據，以及近幾年大陸肛腸科市場的發展現況，找尋利基市場作為切入點，以專科及整合性優質醫療保健為特色，尋求進軍中國大陸醫療市場的契機，肛腸保健專科診所的構想應蘊而生。 本研究以台灣某地區大腸直腸肛門科十年營運所累積的數據及資料，選擇中國大陸相類似的地區，針對利基市場，以相同的營運模式，配合中國大陸醫療衛生法規，以策略分析、管理會計等學理，模擬營運狀況，分析營運風險，做一模擬個案研究，探討進入大陸肛腸科市場可能面臨的問題，尋求發展的機會。 本研究結果： 1、肛腸保健專科整合了相關的處置與治療，以無痛舒適高品質、整合性的服務為其核心競爭力，在現今中國大陸的醫療市場中發揮了互補者角色的功能，也找尋到進入大陸醫療產業的一片藍海。2、模擬個案研究的結果，顯示若能發揚特色，吸引到穩定的客群，達到損益兩平並不困難。3、投資中國大陸肛腸保健專科診所須兼顧營運及財務，考量外在環境及風險，發展專科特色，前景審慎樂觀。 不可否認的，中國大陸在政治、法律、社會等面向，仍存在著種種潛在的風險。因此，抱持著審慎的態度，規畫周詳且可行的營運計畫，在適當的機會，找尋適當的地點，任用優秀的人才，切入市場，在天時、地利、人和的搭配之下，才有機會成功。

China’s recent economic takeoff has brought it onto the world stage. Since then, China has been trying to catch up with advanced countries in every aspect. Facing the increased demand of health care, the global trends in population aging, and people’s expectation on health care reform, the Chinese national leaders are forced to accelerate the pace of reform and opening up. Investments in the healthcare sector are increased, and international enterprises are also attracted to the Chinese healthcare market. Medical professionals and industry in Taiwan not only possess advanced technology as that of Europe and America, but also enjoy the advantages of language and race. Some Taiwanese medical groups have already entered China to gain better market presence, while other experienced personnel in the industry visit the market one after another to seek development opportunities. However, as the majority of investment projects are focused on the major medical institutions, the market overlaps with that of existing state-run hospitals. As a result, it is rather difficult to develop their unique features. Based on more than ten years of experiences in colon and anus surgery, and observations made during recent visits to the Chinese healthcare market, the author tries to find a niche market featuring specialist and high-quality integrated healthcare as a starting point, and look for opportunities to enter the Chinese healthcare market. The concept of colon and rectal clinic is thus born. This study is based on data and information collected as practicing physician in a local area in Taiwan over more than a decade. Similar area in China is chosen as the target. The author focused on the niche market and conducted a simulation study. The operating performance of the specialist clinic is simulated by applying the operational pattern in Taiwan as well as the principles of strategy analysis, management and accounting, while taking the medical and health law and regulations in China into account. Later, operational risk is analysed. The results of the study are then used to design a viable business plan. Results: 1) The colon and anus clinic incorporates relevant treatments and relies on painless, comfortable and high quality integrative service as its core competitiveness. In the current healthcare market in China, it can bring its complementary role into full play, and can be one of the “blue oceans” to enter the medical industry in China. 2) The results of the simulation study show that it will not be difficult to reach break-even point if one can demonstrate its unique features and use them to attract and develop a stable customer base. 3) When investing in the setup of the colon and anus clinic in China, both operational and financial aspects need to be taken into account. If considerations regarding external environment and risks can be taken, and specialist features can be developed, the author is cautiously optimistic about prospects for the medical industry in China. It is undeniable that potential risks in the political, legal and social perspectives still exist. Therefore, investors should hold a very cautious attitude towards any investment opportunity. A detailed and viable business plan should be formulated in advance so that when an opportunity comes up, proper resources can be allocated for a better chance of success.