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標題: | iPain-從臨床醫師服務網路建構出全球化商業模式 iPain-Building a Global Business Model from the Clinician-driven Service Network |
作者: | Wei-Zen Sun 孫維仁 |
指導教授: | 湯明哲(Min-Je Tang) |
關鍵字: | 病患自控式止痛,術後止痛,方位疼痛管理,台灣與中國市場,競爭策略,醫療器材,消耗品,商業模式全, Patient-controlled analgesia,postoperative pain,total quality pain management,Taiwan and China market,competitive strategy,medical device,consumable,business model, |
出版年 : | 2009 |
學位: | 碩士 |
摘要: | 背景:
由於醫療資源和基本人權概念的不足,劇烈疼痛曾經是所有住院手術病患最可怕的經歷。近年來經過疼痛專家的推廣,術後疼痛醫療普及率已經成為各級醫院重要的財務和品質的指標。在台灣,每年將近有百萬人接受外科手術,其中12%的患者使用電子型病患自控式止痛裝置(Patient-Controlled Analgesia, 以下通稱為PCA)。1995年起,我們號召臨床醫師和資訊專家成立 i-Pain 團隊,針對PCA在服務、管理、技術、通訊、財務、研究上的相關問題,開發全方位疼痛管理方案。 市場需求: 2002年與全球電子型PCA領導廠商Hospira Inc.進行產學合作。六年內將台灣市占率由65%提升至95%,並且形成其他競爭廠商進入PCA市場的高度障礙。迄今已成功整合北中南東十所醫學中心常態性的術後止痛資訊網路。在這強勁而持續的市場需求和焠鍊之下,我們認為i-Pain® System已臻成熟階段,可以從滿足臨床醫師服務網路,逐步建構出全球化商業模式。 商品組合和核心價值: 主要為提供患者以及醫療使用者一套完整的術後止痛解決方案,內容包含醫療管理、醫學研究、品質監測、企業資源規劃等面向。針對臨床人員,desktop@i-Pain®可提供藥物消耗以及疼痛狀況的術後止痛資訊,mobile@i-Pain®並能即時回傳臨床狀態。患者可以透過sentinel@i-Pain®擁有更多樣的選擇;guard@i-Pain®獲得更多的佐證資料而貼近患者的需求;web@i-Pain®能夠幫助醫療儀器廠商更有效率地暸解醫療市場的變動。 策略定位: 結合臨床服務團隊、PCA開發製造商、i-Pain 研發團隊之優勢,專注於資訊流與消耗品創新研發的應用,成為全球領先的PCA(1)資訊流中心:i-Pain inside®為核心的術後止痛服務的ERP (Enterprise Resource Planning 企業資源規劃系統);(2)design house:普及式實體商品的規格開發、臨床試驗、法規認證,著眼于消耗品使用量與占有率的提升。 商業模式: 鎖定臨床業務之迫切性需求,針對醫療器材和消耗品市場,其獲利模式分為兩大來源:(1)i-Pain inside® 是以消耗品使用量為計價基準的 B2B 商業授權模式;(2)design house 是以全球開發中心的服務,接受品牌廠商委託研發新硬體架構和嵌入式晶片系統。 發展策略: 初期發展是結合領導廠商的行銷通路,統一台灣市場所有術後止痛資訊平台,從台灣的跨平台網路的量能,發展出全球性的疼痛醫學資料庫,迅速確立全球資訊網之入口網站和領導地位。中期的目標,以PCA的領導廠商做為進軍大陸市場的跳板,將高通量的資訊流,轉換為高附加價值的全球性消耗品市場。長期目標,將朝向建立全球性的大型疼痛資訊交換及探勘平台,掌握全球資料庫和硬體規格主導權,研發智慧型PCA,創造更大的營運規模與價值。 Background: Post-operative pain has been identified by patients as being one of the most distressful experiences associated with surgery. Traditionally, post-operative pain was poorly controlled because of insufficient medical resources. Over the past decades, however, extensive efforts have been put forth to improve the quality of pain relief provided. Uncontrolled post-operative pain is harmful to patients, and optimal pain control can enhance recovery following surgery. Optimal pain control can result in reduced perioperative morbidity and facilitate an earlier return to function after surgery. In Taiwan, where one million operations are performed annually, over 12% of postoperative pain relief is managed by patient-controlled analgesia (PCA). In 1995, i-Pain was developed in collaboration with physicians and engineers as a total quality pain management solution on acute pain related service, technology, communication, finance, and research. Market and demand: In collaboration with i-Pain®, the PCA vendor (Hospira Inc.) has dramatically increased its Taiwanese PCA market share from 65% to 95% during 2002-2009 and has subsequently eliminated its competitors by setting up an insurmountable entry barrier. Currently, this clinician-driven service network is utilized in 10 medical centers throughout Taiwan and proves to be an extremely valuable data mine to continually improve the quality of post-op analgesia provided and to reduce analgesia-related side effects. The growing demand for value-added service in Taiwan and China has led to the global business model on i-Pain® system. Products and core value: Our core value is to provide a comprehensive product portfolio for patients, clinicians and vendors within the entire value chain. For patients, sentinel@i-Pain® accesses multiple charts and reports while guard@i-Pain® monitors the level of pain on a real-time basis and delivers the desirable drug on any given consumable application. For clinicians, desktop@i-Pain® automatically synchronizes documentation while mobile@i-Pain® communicates the bedside information with the cloud server anytime and anywhere. For vendors, web@i-Pain® is an efficient online package for logistical and financial management. Strategic positioning: Our core competence is the synergistic leverage of a clinician’s expertise, i-Pain’s extensive R&D capabilities, and the vast economy of scales provided by our vendors. We are capable of becoming the world’s leading portal design house in the acute pain industry. We will focus on innovating new consumable products while our i-Pain inside® will serve as the ERP system (Enterprise Resource Planning) for all customers. Business model: Our business model is to enhance customer’s demand through developing value-added information and consumables. The profitability of network service is primarily paid by B2B royalties that are based exclusively on the sale of the consumables and based on consumer utility. Furthermore, the design-house vertically integrates and efficiently facilitates the lengthy R&D process through rapid product design, fast prototyping and clinical trials, complete certification, and cost-effective manufacturing. Marketing Strategy: Our short-term plan is to enroll all PCA devices into the i-Pain® network in Taiwan. The academic and managerial benefits across the centers and platforms can be readily demonstrated by the advantages to automation, as well as the vast amount of data collection and processing afforded by the i-Pain® network. The intermediate plan is to form a strategic alliance with the PCA vendor’s marketing team. Our successful experience and launch in the Taiwan market could serve as a springboard into the Chinese market. Our long-term plan is to develop a globally oriented platform covering both network service and design. We would create value-added knowledge through data mining, processing and interpretation as well as define the standard features of PCA devices and associated consumables. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/43967 |
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