新創骨科醫療器材公司的競爭策略分析與建議

Abstract

由於台灣實施全民健康保險制度，加上高齡人口增加及對生活品質的要求，對醫療資源的使用需求將維持穩定成長的趨勢，也持續推動醫療器材市場的成長。但伴隨著健保支出節節攀升，政府為降低醫療支出對於經濟負擔的影響，陸續透過相關政策來降低醫療支出，如實施健保總額給付制度，降低藥物與醫療器材價格，降低疾病診斷相關族群定額給付(Diagnosis Related Groups)價格等，以達成控制健保支出的目的。這些措施都可能限制醫療器材市場的需求與成長。 人們因為意外傷害、退化性關節炎(Osteoarthritis)或類風濕性關節炎(Rheumatoid arthritis)等疾病的末期會造成肌肉骨骼系統的損傷，以至於需透過外科治療的方式來減少疼痛的產生及恢復正常的日常生活功能，因而具輔助功能的骨科器材產品也就應運而生。 本論文之研究主題，針對一家骨科器材新創公司，先以宏觀的全球醫療器材產業為始，而後接著分析骨科器材產業，再聚焦於台灣骨科器材產業的發展概況，接著介紹個案公司，說明其產品之定位及巿場上之機會，分析其行銷及風險，再以波特的五力分析及SWOT分析，來嘗試找出攻佔未來的競爭策略。個案公司選擇進入創傷修補這個尚未完全開發的領域，其生產的 APS Locking Plate System，系針對亞洲人骨骼解剖曲率設計之解剖型、互鎖式固定骨釘骨板系統。其適應症為關節面之粉碎性骨折及重建型骨折或癒合不良之骨折矯正使用。避開健保給付這個殺戮市場，以自費骨材的產品切入市場，開拓另一個藍海。希望可以依此找到利基市場，進而壯大走向國際。

Owing to the implement of national insurance project, increasing number of aging people and more demand of life quality in Taiwan, the need for medical resources will keep in stable growth and promote the growth of medical devices market. Companying with increasing of medical expenses, the government administers some policies to reduce the negative influences of economic burden and control the growing of medical expenses, such as global budgets, reducing the prices of drugs, medical devices and diagnosis related groups(DRGs). These policies will restrict the growing and demanding of medical devices market. Musculoskeletal system injuries will occur because of accidents and late stage of osteoarthritis or rheumatoid arthritis. Surgical treatments are needed to reduce pain and restore daily function. Therefore, orthopedic devices with assisted function are developed. The study aims on a new corporate of orthopedic devices, starting from global view of medical devices market, including orthopedic medical devices, then focusing on development of orthopedic devices in Taiwan. It explains the positioning and chances of the products, analyses the sales and risks and attempts to seek the winning competitive policies by Porter’s five forces and SWOT analyses of the corporate. The corporate enters the field of trauma repairs and produces APS Locking Plate System, aiming Asian skeletal anatomic curve. Its indications include comminuted fractures of articular surfaces, reconstructions of nonunion or malunion of fractures. It gets into the market of self-expense implants and hopes to create another large niche market and expand internationally.