創新醫療產品之商業模式及價值創造研究： 以昌固生物科技之可擴張椎體強化系統為例

Abstract

本論文研究創新醫療產品的商業模式及所創造的價值，並以昌固生物科技股份有限公司的微創手術產品 - 可擴張椎體強化系統 (EVA) 為例，探討此創新醫療產品進入市場之策略及其為客戶及社會創造的價值。 本研究透過個案分析研究法，針對創新醫療業界中其有指標性的企業及產品進行研究與深度訪談，以瞭解在面對老年化社會、現代文明病患人數增長的環境中，此創新醫療產品推出市場的策略。本研究採用了SWOT分析、顧客價值主張分析、商業模式分析及成本分析法，探討昌固公司之「可擴張椎體強化系統」與過往傳統手術方法之差異，進而討論昌固公司之「可擴張椎體強化系統」之競爭優勢。 由於創新醫療服務創造的影響不僅僅是針對單一企業客戶，更是整體社會甚而是國家的問題，本研究以更大的格局，探討創新醫療產品的發明對社會創造的總體價值。 此研究除了對創新醫療產業之市場進入策略提供了管理層面的啟示，也為醫療業界探討創新醫療產品之貢獻提供了更全面深入的觀點。其中提出之顧客價值主張、商業模式與總體社會成本分析，可以作為創新醫療產品企業及國家醫療政策之重要參考，並帶動相關業者持續提昇並突破自身競爭力，為台灣創新醫療產業進軍全球市場提供了典範。

This thesis explores the value creation of an innovative medical care product, with an in depth analysis of the case of EVA (expandable vertebral augment) system. This research discusses customer value propositions and the business model of the new invention of EVA. This research adopts the case study analysis approach. The researcher interviewed the founder, inventor and users of the EVA innovative medical care product, to explore the contribution of EVA to the aging society and its product development and marketing strategy. From the SWOT analysis, customer value proposition framework, business model canvas, and cost benefit analysis perspectives, this research discusses and compares the differences between EVA and the traditional medical methods, and identifies the competitive advantages of EVA. This research expands the scope of previous studies about medical care innovation, from a single product perspective to its contributions to the reduction of total social costs. As innovative medical care not only serves single customer, its impact to the whole society and country is also a critical subject to be studied. This research explores the total cost saving and total value creation of EVA to the society. The study outcome provides managerial implications to the innovative medical care industry about market entry strategy. The customer value proposition and business model analysis serves as good reference for other innovative medical care businesses, while the total value creation analysis provides important index to the national health policy.