人工生殖醫療服務之國際化商業模式研究 -以某醫學中心北院區生殖醫學中心為例

Abstract

面對現代社會日益增加的不孕症問題，各國均將人工生殖醫療視為重要的醫療發展項目，台灣也在民國93年推動實施《人工生殖法》後，帶動醫療機構將原有的婦科門診升級強化，轉型為更具整合性、更客製化的人工生殖醫療服務。近年來，更因為台灣人工生殖醫療技術進步成熟，相較於歐美及鄰近亞洲等國而言醫療費用相對較低，吸引相當多境外病患特地前來台灣尋求醫療協助，也因而造福相當多不孕症患者。長期發展下來，人工生殖醫療已成為國內醫療服務中，國際化策略腳步積極、專業優勢頗具國際競爭力的台灣之光，也讓台灣在亞洲地區享有受孕天堂的美譽。本研究聚焦於醫療機構的國際化經營策略，探討非營利導向的醫療院所，如何藉由提升服務價值以創造顧客滿意。本研究以某醫學中心北院區生殖醫學中心為個案，深度探討國內在人工生殖醫療技術表現優異且具代表性的醫療機構，如何因應全球化潮流，積極爭取國際商機的策略經營模式。研究結果則將國際化商業模式分為四大構面：(一)掌握高端的國際「顧客需求」：跨境病患對人工生殖醫療的期待，往往呈現出不計代價只為順利求子的需求強度與迫切性，而中國大陸華人的市場潛力與文化語言的相近性，有助於價值主張的溝通。(二)發揮獨特的「競爭優勢」：某醫學中心具有集團穩固的投資基礎與國際化管理能力，在人工生殖醫療技術優異，透過醫院體系的規模經濟與經驗綜效，更有足夠的能力條件爭取跨境顧客。(三)精緻的專業服務「策略定位」：某醫學中心在人工生殖的技術表現傑出，在地的醫療經驗也特別擅長於治療高齡不孕症患者，因此透過服務過程中與病患充分溝通，提高精緻服務的價值認知與差異化優勢的不可取代性。(四)獲致利潤的「策略布局」：某醫學中心透過生殖醫學中心及國際醫療中心兩個橫向的虛擬組織，協調醫療系統的專業職能，藉由高端定位所帶來的利潤，創造提升醫療服務的正向循環。研究結果支持醫療機構在達成醫療使命的前提下，透過導入商業模式的策略觀念，更深入掌握國際顧客的需求，據以設計理想的醫療服務，最終創造醫病雙贏的局面。

With more and more infertility cases in modern society, many countries worldwide take assisted reproductive medicine as a key medical development project. Following the implementation of Taiwan Assisted Reproduction Act in 2004, gynecology has aiming to provide more integrated and customized services. Due to Taiwan’s advanced assisted reproductive technology (ART) skills, many overseas patients come to Taiwan to seek medical treatment due to affordable medical costs compared to European countries, U.S., and other neighboring Asian countries. Therefore, ART is heading towards an international standard. This study focuses on the internationalized management strategies of medical institutions and explores how non-profit-oriented medical institutions create customer satisfaction through enhancing the service values. Taking the IVF center of the medical center for example, the research discuss how domestic medical institutions could follow the trend of globalization and how they seek international business opportunities. This could be divided into four dimensions: (1) International customer demand: those patients often thirst for babies with great intensity and urgency. Also, the language & cultural similarity among the Chinese market is helpful for communication; (2) Unique competitive advantages: the medical center has a solid investment foundation from its own subsidiary and Internationalized management capability, which implant excellence in IVF center. Through the synergic effect of the scale and experience, the hospital is more capable of seeking cross-border customers; (3) Exquisite professional services: Thorough communication with patients, the exquisite services and the differential advantage are unreplaceable; (4) The strategic configuration: the medical center coordinates medical organizations, the Reproductive Medicine Center and the International Medical Center, who generated profits by the high-end medical service and lead to a positive cycle. Medical institutions focus on international customers’ demands to achieve mission and business strategy. Hospital create a win-win situation in terms of doctor-patient relationships.