高階醫學影像健康檢查全平台商業模式探討 —以臺安醫院高階醫學影像中心為例

Abstract

隨著國人經濟條件改善與健康意識的推廣，21世紀的醫療型態已經從「疾病-治療模式」轉變為「疾病-預防模式」，“健康促進”與“健康檢查”也成為「疾病-預防模式」的兩大基石。第二級基石的“健康檢查”是於每年選一天進行健康檢查，以達到早期診斷早期治療的目的，而高階健康檢查是一種新的健康檢查方式，它應用影像醫學中較先進與安全的技術大量採樣與取像，在短短一到二個小時內利用安全的工具收集個人數千張的各種切面的清楚影像以供醫師診斷，在眼見為憑的清況下才能有值得信賴的影像診斷，可以解決許多不必要的疑慮，所以深受部分國人的信賴。 既然預防醫學與高階醫學影像健檢之需求蒸蒸日上，為長遠永續經營角度出發，我所任職策略長的醫影公司便不該只守住當初設立的經營思維，僅為醫療院所設備租賃管理合作與健保服務，還應順應目前產業發展，找出可運作的共用經濟模式，解決目前健檢市場上中小健檢中心無法添購大設備的問題，並提升民眾對癌症及影像醫學精準檢查的認同，整合高階醫學影像商業模式與醫療共用經濟模式。 本論文所探討議題包括：如何以「臺安醫院高階醫學影像中心」這個創新的商業模式幫我任職策略長的「醫影公司」找到可以增加企業價值的商業模式，並延續競爭優勢與持續造就創新。「付得起，信得過，離得近，排得到」是「臺安醫院高階醫學影像中心」的經營理念，而「醫影公司」可憑藉發展出「高階醫學影像健康檢查全平台(Wholescale + Total solution)商業模式」的商業模式理論與實務經驗，讓新技術搭上商業模式的改變而成為真正的創新。 結合商業模式創新的相關理論，本研究以商業模式畫布、價值鏈與價值網、SWOT環境分析，TOWS戰略分析以及藍海策略，為本研究塑造更嚴謹的學術理論架構。 本論文研究範圍，以高階健檢產業為研究系絡，尤其聚焦於附屬於醫院之內的高階醫學影像中心，探討如何突破現有產業的發展困境，與眾多獨立經營的健檢機構合作擴大市場，並運用適當策略學理，建立創新的高階醫學影像健康檢查全平台商業模式，以做為有心從事健康檢查業者未來經營之參考。

With the improvement of economic conditions and the promotion of health awareness, the medical model in the 21st century has changed from "disease-treatment mode" to "disease-prevention mode", and "health promotion" and "health check" have become the two cornerstones of "disease-prevention" mode. The “health check” of the second-level cornerstone is to conduct a health check every year for early diagnosis and early treatment. Advanced medical imaging health examination is a new health check method, which uses advanced and safe technology in imaging medicine. In a short one to two hours, it uses safe tools to collect thousands of clear images of various aspects of the human body for the diagnosis by the radiology physician. In the clear conditions of “we believe what we see”, reliable imaging diagnosis could be gotten and many unnecessary doubts could be solved, so this health check method is deeply trusted by some people. Since the demand for preventive medicine and advanced medical imaging health examination is booming, for the long-term sustainable business development, the medical imaging company I am working for as a chief strategy officer should not only hold the business model originally established as the equipment provider by rental management and cooperation with medical institutions. We should also conform to the current industrial development, find out the operational sharing economic model, solve the problem that the small and medium-sized health check centers cannot purchase large equipment in the current health check market, and enhance the public's awareness of the importance of accurate early diagnosis of cancer, and integrate the advanced medical imaging health examination model and medical sharing economic model. The topics discussed in this paper included: how to use the innovative business model of "Taiwan Adventist Hospital Advanced Medical Imaging Center" to help us find a business model that can increase the value of the "Medical imaging Company" and continue the competitive advantage and continue to create innovation. "Affordable, Trustworthy, Close, and Obtained" is the business philosophy of "Taiwan Adventist Hospital Advanced Medical Imaging Center", and "Medical imaging Company" can develop "advanced medical image health examination whole platform (wholescale + Total solution) business model” by combination of business theory and practical experience, then let the new technology take the change of business model and become a real innovation. Combining the relevant theories of business model innovation, this study uses business model canvas, value chain and value network, SWOT environment analysis, TOWS strategy analysis and blue ocean strategy to shape a more rigorous academic theoretical framework for this research. The scope of this thesis is to study the high-level health check industry, especially focusing on advanced medical imaging centers affiliated with hospitals, to explore how to break through the development dilemma of existing industries, and to expand markets with many independently operated health check agencies. We also use appropriate strategy theory to establish an innovative advanced medical image health examination whole platform business model, as a reference for the future business of health check companies.