台灣美容醫學診所開放式創新策略之商業模式探討

Abstract

國際醫療的概念是觀光旅遊商品的再延伸，也是醫療從「非營利」進入「產業化」，「內需型」向「國際化」發展的重新定位；究其轉型之重要內涵，整體國際經濟的動盪，老齡化的來臨，以及全球村的概念形成，使得全球失衡的醫療服務得以透過更多的管道取得平衡分配；開發中國家的醫療服務能量就是在這樣的時空氛圍下得以崛起，廿餘年來的推動成果，締造佳績，甚至成為推動國際醫療國家的重要經濟產業；成功的典範引來後進者競逐此一市場，然而，新起之秀如何進入市場？正是台灣推動國際醫療或醫療觀光目前面臨最大的問題，尤其從政府端所遞出的政策皆支持通過JCI認證的大型醫院而來，對於我國經濟主力的中小企業－診所甚少著墨，更無具體作為；然而，根據行政院主計處95年的普查資料顯示，診所每個從業人員所創造的價值是醫院從業人員的三倍，顯見診所具備的經濟力不容忽視，因而興起研究動機。 當今企業間的競爭不是產品間的競爭，而是商業模式之間的競爭（杜拉克，1995）。隨著科技日新月異，創新的商業模式將是從一般企業跨向世界級企業的一大關鍵（張仲謀，2007）。因之．本研究在探究國內的美容醫學診所能量，以及參考各國成功推動醫療國際化的典範後，研擬透過開放式創新的概念（chesbrough，2003）建構一商業模式構想藍圖，藉此推動國內美容醫學診所參與國際市場，拓展國際版圖，再造下一個兆元產業。

The concept of medical tourism is an extension of tourism commodities. For medical development, it is not only from “non-profit” to “industry” but also the reposition from “localization” to “internationalization”. Basically, the important connotation of transformation is that the unstable international economic, the coming of aging and the form of global village concept. At the same time, the emerging medical service in developing countries with high quality and low cost is rising. After 20 years of effort, those countries showed a good grade, and even become the key industry in their country in this field. These successful samples bring more new entrants to competition. However, how to enter this market for entrants? This is what Taiwan cosmetic industry face. All the policies in Taiwan support the hospital with JCI, and nothing in clinics. According to Department of Accounting and Financial Report, the employee in clinic create the income triple than in hospital. Obvious, the economic power in clinic cannot be neglected. Today's competition, not competition between products, but competition between business models (Drukcer，1995). With the technology advance, innovation business model is the key point from general business to world-class enterprise (Morris，2007). Based on it, this study is to investigate the driving forces of cosmetic medicine in Taiwan and refer those countries with successful promoting experience. This research uses Open Innovation Business Model Strategy as an analysis tool in Taiwan medical cosmetic clinics.