醫學中心自費健檢服務商業模式研究

Abstract

近年台灣社會快速高齡化，民眾對於健康之關注日益增加，健康服務之相關需求因而伴隨成長，醫療院所兼具醫療資源與營運知識，將服務範圍擴及於自費健康服務需求乃是因應生存壓力的策略，自費健檢服務為現階段發展重要方向。 「知識經濟時代」，企業利潤非僅來於勞力，「營運知識」更是獲利及維持競爭力之關鍵，醫學中心投入健康服務，除需具備完善之醫療服務知識，更須創新商業營運模式，以知識密集的服務提昇生產力。本研究係以健檢服務為主軸說明醫學中心之多角化發展策略，分析健檢產業，探討現有健檢服務商業模式，並嘗試提出健檢服務之創新商業模式。 本研究發現目前以醫院為主軸之健檢服務商業模式，因與醫療濟世之社會期待有所衝突，未能充分滿足民眾需求，如能於醫院之外創設營運核心，不僅醫院可避免角色矛盾，並可多元化發展營運內涵，由以疾病篩檢為主之健檢服務，擴及於滿足民眾健康生活需求之健康管理服務。

The aging of Taiwan societies over coming decades will require comprehensive reform addressing the health care market implications of ageing. All the hospitals devote resource to the rapidly growing health services market. Many new business model of health examination are designated for this new market. In the new era of knowledge-based economy, the benefits from the use of knowledge is more important than the labor. Besides medical science, it is necessary for the hospitals to establish new business model to increase the productivity. The purpose of this study is to explore the diversification strategy of the hospitals, the market of the health examination, the business model of the health examination in hospitals and the possible new business model for the health services. The empirical results are as follows: 1.The business model of health examination in hospitals is limited due to traditional social responsibility of the hospitals. 2.With the third party structure, new business model could create new style of health services besides health examinations.