互動式的醫院營養餐之服務設計與商業模式：以台大醫院為例

Abstract

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NTU Hospital is a well-known national teaching hospital established in 1895, which has three major tasks: teaching, research and service. As such, the hospital provides comprehensive medical services, and gained good reputation and high trust from patients and their families. As a research assistant of NTU Hospital, I truly appreciate the working opportunity and cherish all the good memories. Due to this job experience, I was motivated to do this research by combining what I learn in Master of Global MBA with my background in Nutritional Sciences. I was interested to know current patients’ pains and gains towards hospital healthy diets, and what can NTU Hospital keep and improve. The purpose of the study is to investigate the current customers’ jobs, pains and gains of the hospital meals and services, and how hospital can better meet the customer expectation. By interviewing NTU Hospital’s health practitioners (surgeon, physician, dietitians, and nurse), patients and their families via Value Proposition Canvas, we can better understand hospital’s current meals and services offerings and how they fare in the eyes of the customers. With a deeper understanding of patients and their families’ perspectives, we can ascertain if NTU Hospital has been providing the right kind of value to meet customer expectations and needs. Following the interviews, Alex Osterwalder’s Business Model Canvas (BMC) was utilized to design a new business strategy to encourage consumption of hospital healthy diets. Besides, four recommendations are proposed in this thesis to close the perceived gap between customer expectations and hospital’s meals and services. Hope this can solve customers’ pain points and create win-win result for hospital and customer.