心臟遠距監測商業模式之研究

Abstract

由於醫療衛生的進步使得人類平均壽命延長，而在國家發展的過程及社會風氣的改變伴隨著人口老化與少子化的現象，老年慢性疾病的增加使得健康照護收到重視。另一方面，透過資通訊的技術可有系統地提供監測及照護服務，並將服務帶入偏遠地區。而我國因為有成熟的科技產業，再加上醫學科技的發展，有助台灣發展遠距監測及照護整合性產業。 遠距照護是一項結合科技、通訊與醫療技術的照護模式，運用遠距監控技術，使高齡者能就近在居家或社區環境中，獲得保健、醫療、安全等無微不至的關照。 另一方面，心臟疾病病歷逐年增加，使得民眾開始重視心臟監測的醫療服務。由於心電圖的判斷本身是相當專業的工作，主要用於輔助醫師診斷心臟疾病，無法完全以電腦取代，最終必須由醫生判讀及診斷。因此，遠距心臟監測的營運模式與一般遠距照護略有不同。一般而言，遠距心電圖監測必須有廠商、醫院及醫生的參與；產品也從多樣生理監測的裝置改為僅有監測心臟及心電圖繪製功能的心臟監測裝置，如心電圖計（ECG）。 目前心臟遠距監測以美國市場最為成熟、法規最完整，而台灣是由政府政策推動產業，雖有完善的政策計劃卻沒有健全的法規。除此之外，台灣心臟遠距監測市場還遇到價格昂貴且健保尚未給付、民眾參與意願不高、及商業模式無法獲利等問題。台灣遠距心臟監測市場的主要問題是「缺乏一套可獲利且持續運作的商業模式」，故本論文除了分析市場、產業狀況及個案商業模式，亦提出一套新的商業模式及行銷策略，試圖解決產業困境，作為廠商營運的參考。

The advances in health and medical extend the average human’s life. In the process of national development and a change in the social atmosphere, accompanied by an ag-ing population and low birth rate, elderly patients with chronic diseases increase and health care becomes important. On the other hand, information and communication technologies provide care services systematically and bring care services into rural areas. Because of mature technology industry and the bloom development of medical science and technology in Taiwan, it helps Taiwan for developing tele-care industry, integrated with monitoring and services. Tele-care is a combination of technology, communications and medical care tech-nology model. The use of remote monitoring technology enables the elderly to acquire any health care, medical services or safe security in one’s home or community. Due to an increase in cases of heart disease each year, the remote cardiac monitor-ing becomes vital that makes people paying attention to cardiac monitoring medical services. Since the judge of ECG is a quite professional work that mainly used to assist physicians to diagnose heart disease and that cannot be completely replaced by comput-ers. The judge must be interpreted by a doctor. Therefore, the operation of cardiac re-mote monitoring and general Tele-care is slightly different. In general, remote ECG monitoring must involve service providers, hospitals and doctors. Products are not vari-ety of monitoring devices but only one cardiac monitoring device. At present, remote cardiac monitoring market in the United States is the most ma-ture with the most complete regulations, while the industry in Taiwan is driven by gov-ernment’s policies. There are full of policies and plans in Taiwan but lack of regulations. In addition, there are many problems in Taiwanese market. Cardiac remote monitoring is still expensive without national health insurance. Public participation is not high, and the business model is not profitable. Thus, 'lack of a profitable business model and con-tinuing operation' is the main problem in Taiwan. Through market analysis and case studies, this paper not only discusses the existing business model but also proposes a new business model and marketing strategy, as a reference for industry.