數位藥事服務分析-以iHealth為例

Abstract

自2017年邁入高齡社會的臺灣，預估在2025年將成為超高齡社會，每5人有1位是65歲以上老人，到了2034年，一半以上都是中高齡、超過50歲。隨著高齡人口的比例增加，罹患多重慢性疾病與使用多重藥物的機會亦隨之大幅增加，長期慢性病比例逐年增加導致醫療成本日趨沉重。 三高慢性病調查資料呈現，高血壓、高血脂、糖尿病的盛行率分別為25.16%、21.76%、10.12%。平均每年每人會就醫14次，使用15億元處方藥品，對比美國(3.2億人口)一年使用45億處方藥品，顯示臺灣民眾的確有「過度用藥」的情形，此外，病人服用藥品的遵囑性也明顯不佳。依據2017年10月中央健保署最新統計，目前全台每年浪費藥品已估計達到193公噸，約五億顆藥品，排列起來可環島八圈，其潛在的醫藥浪費將會突破200億台幣。用什麼方式來避免過度用藥、減少用藥浪費，於此同時提升病患的用藥遵囑性，並且能夠有效的讓醫療服務提供者完整亦具隱私安全的使用者健康資訊，實是現今臺灣數位、智能化藥物服務發展之重大方向與必要目標。 本研究以2010年成立的iHealth 政昇藥局，臺灣第一間網路上傳慢性病連續處方箋，提供藥師送藥到府的藥局，作為數位藥事服務的個案研究對象，並且利用Alex Osterwalder於2014年出版之《價值主張年代》作為分析工具，以深度訪談的方式，完成慢性病連續處方箋領藥者之顧客素描、iHealth之價值主張圖，並進行價值適配之交叉分析，探討iHealth所提出之價值主張是否能解決慢性病連續處方箋領藥者之痛點並為其締造價值，提供iHealth未來服務發展之具體策略建議。

Taiwan, which entered an advanced society in 2017, is expected to become a super-aged society in 2025. One out of every five people will be 65 or older. By 2034, more than half will be middle-aged and over 50 years old. As the proportion of the elderly population increases, the chances of suffering from multiple chronic diseases and using multiple drugs have also increased significantly. The proportion of long-term chronic diseases has increased year by year, which has led to increasingly heavy medical costs. According to the survey data of the three high chronic diseases, the prevalence rates of hypertension, hyperlipidemia, and diabetes were 25.16%, 21.76%, and 10.12%, respectively. On average, each person sees a doctor 14 times a year and uses 1.5 billion prescription drugs. Compared with the 4.5 billion prescription drugs used by the United States (320 million population) a year, it shows that Taiwanese people do have “over-drug use”. In addition, patients are in compliance with drugs. The testimony is also obviously poor. According to the latest statistics of the Central Health Insurance Agency in October 2017, the current waste of medicines in Taiwan has reached 193 metric tons each year, and about 500 million medicines, arranged in eight circles around the island, the potential medical waste will exceed 20 billion Taiwan dollars. How to avoid excessive medication and reduce medication waste, while at the same time improving patients’ medication compliance, and effectively providing medical service providers with complete and privacy-safe user health information. It is indeed the current Taiwanese digital, Major directions and necessary goals for the development of intelligent drug services. This study uses the iHealth Zhengsheng Pharmaceutical Bureau established in 2010, the first pharmacy in Taiwan to upload continuous prescriptions for chronic diseases on the Internet, and provide pharmacists with delivery of medicines to the government. As a case study object of digital pharmaceutical services, it also uses Alex Osterwalder to 'The Age of Value Proposition' published in 2014 was used as an analysis tool to complete the customer sketches of the continuous prescription recipients of chronic diseases and the value proposition map of iHealth by means of in-depth interviews, and conduct a cross-analysis of value adaptation to discuss what iHealth proposed Whether the value proposition of IHealth can solve the pain points of the continuous prescription and drug recipients of chronic diseases and create value for them, and provide specific strategy suggestions for the future service development of iHealth.