台灣病友服務之產業分析與市場進入策略

Abstract

隨著科學技術的進步與健康意識的提升，全球醫療往「精準醫療」方向前進的同時，也不應遺漏「全人照護」精神。在當今醫療機構提供「醫療服務」的同時，仍然存在著對追求健康目標的未滿足需求，而針對這些需求所提供的服務即可被視為補強「醫療服務」的「病友服務」。 然而，「病友服務」一詞在不同國家、地區、領域和產業中似乎有不同含意，為了消除定義上與理解上的混淆，本研究以產業中主要廠商所提供之病友服務內容作為本研究病友服務的定義，並以這個定義來分析台灣病友服務產業，並且以一間新創之病友服務Ｘ公司為例，探討該公司後續應如何在市場上穩定營運。 本研究使用PESTEL模型、五力模型、價值網模型來探討台灣病友服務產業的外部環境；使用核心能力大樹模型、VRIO模型、價值鏈模型分析病友服務Ｘ公司的內部環境；使用服務流程矩陣及服務關鍵四要素來討論病友服務Ｘ公司的服務特徵，作為制定市場策略的參考。 關鍵詞：病友服務、全人照護、產業分析、內部環境分析

With the advancement of scientific technology and increasing health consciousness, the global healthcare sector is moving towards "precision medicine" while also emphasizing the spirit of "holistic care." Despite the provision of "medical services" by healthcare institutions today, there still exists unmet demand for pursuing health goals. The services addressing these needs can be regarded as "patient support services" that complement the "medical services." However, the term "patient services" seems to have different meanings in different countries, regions, fields, and industries. In order to eliminate confusion in definition and understanding, this study adopts the content of patient services provided by major companies in the industry as the definition of patient services for this research. Using this definition, the study analyzes the patient services industry in Taiwan, and takes a startup company, Company X, in the patient services field as an example to explore how the company can maintain stable operations in the market. This study utilizes the PESTEL model, Five Forces model, and Value Net model to explore the external environment of the patient services industry in Taiwan. Additionally, the study analyzes the internal environment of Company X, a newly established patient services company, using the Core Competence model, VRIO model, Value Chain model, and Four-Element Generic Model. Furthermore, the service process matrix and Four Key Elements of Service are used to discuss the service characteristics of Patient Services Company X, serving as references for formulating strategies. Key terms: patient service, holistic healthcare, industry analysis, internal environment analysis