以醫影公司為例探討台灣地區影像醫學商業模式

Abstract

人類的意外死亡是不可預知，但許多疾病是可以提早知道甚至預防。全球各國家現在都面臨醫療費用高漲，而隨著台灣健康檢查的普及卻並沒有改善大多數健檢族群的健康，這是因為大眾仍然沒有警覺到惡性腫瘤與腦心血管疾病並不容易由傳統健檢發現。 由於醫療產業是保守產業、具有中心化、集中化、24小時勞力密集及資訊不對稱的特質，是一般百姓不易了解的高知識高專業產業。所以許多人把健康檢查當作只是謀職或移民出國時不得不做的一道關卡，而非重視自己健康狀況、掌握自身健康管理的關鍵。再者，隨著國人醫療概念興起及政府預防醫學推廣，影像醫學科日趨重要。 從民國81年設立醫影股份有限公司(以下簡稱”醫影公司”)，與醫療院所合作，剛開始單一設備合作，接著到整個影像醫學科管理合作，合作內容包含所有設備、耗材、人員(含醫師、技術人員及護理書記人員)、科上裝潢動線規劃、營運規劃與推廣等皆囊括在內，由醫影公司經營自負盈虧。 本論文所探討議題包括：如何從預防醫學之健檢經營角度著手，因過往影像醫學為冷門科系，過往時光背景無法預測，往後所有癌症診斷皆需依靠高階醫學設備來判讀，今日一般健檢已不符合現在健康檢查需求，而需要靠更高階檢查如用磁振造影、電腦斷層及正子攝影，用影像來做進一步診斷。醫影公司當初設立經營思維僅為醫療院所設備租賃管理合作及健保服務，順應目前產業發展，擬探討二大主題，第一為共享經濟模式，解決目前市場中小健檢中心無法添購大設備不足的問題，第二為提升民眾對癌症及影像醫學精準檢查的認同，整合影像醫學商業模式從不被業界看好，加上業界杯葛到發展成功醫療共享經濟模式。 醫影公司與醫療院所合作業績穩定成長，在業界逐漸展露頭角，美國奇異醫療於民國91年主動與醫影公司接洽合作，並於民國92年從骨質密度儀開始代理，因代理成效佳，於93年開始陸續增加代理品項，如電腦斷層掃描儀、磁振造影掃描儀、心血管造影X光機、超音波儀器、乳房攝影儀、核醫設備、X光顯影劑、Sonazoid立梭影(肝臟病灶顯影劑)、超音波維修及骨質密度儀維修等，代理品項為台灣代理商中最完整齊全。 醫影公司致力提供全球最先進醫療科技及服務，從醫療影像到資訊管理、乃至於精密診斷或新藥物等，以專業協助醫院醫療團隊提升病患照護及其生活品質，醫影公司代理奇異產品最長達15年，且代理品項持續增加，可見與奇異已建立緊密共生關係，使醫影公司在需求鍵及供應鏈之間占有利地位，能取得供應鏈較低成本的優良產品，再加上具備高端影像醫學專業系統(含網路雲端影像系統(PACS)、診間與影像醫學科醫令系統、影像醫學報告系統、放射師培訓系統)整合能力之建置規劃，有效提供客戶動態服務，滿足各項需求，從儀器、藥品買賣銷售，到提供售後維修保養之上中下游整合服務，形成了醫影公司最佳之競爭利基。 透過商業經營管理課程中所學習到的動態競爭與商業模式之競爭分析與策略制定。 本論文以一家成立25年的醫療儀器股份有限公司，如何與醫院合作共同創造雙贏及發展中小醫院，係透過領導思維、組織策略、人才布局等運用予以達成。

In life, death is unpredictable and inevitable, but diseases can be known early or even prevented which elongates longevity. Countries around the world are faced with high medical expenses which could be reduce by preventive healthcare. However, even with the rise of popularity of preventive healthcare routine check-up in Taiwan, it did not improve general public health. Mainly, this is due to a lack of awareness and alertness to malignant tumors and cardiovascular disease check-ups. The medical industry is a conservative industry. With the lack of medical information transparency, it is an industry that is difficult for the public to understand. Therefore, many people regard preventive healthcare check-up as only necessary when they seek employment or for immigration paperwork, rather regarding them as an important preventive measure of their health. However, in recent years, due to the government’s promotion of preventive medicine, there has been better awareness in improving public awareness in preventive healthcare. As a result, Radiology Medicine has becoming increasingly important. Established in 1992, Medical Imagine Corporation Inc., (MIC, Inc) originally started as a company focused on selling medical equipment, it slowly expanded to include other services that not only includes providing medical equipment, but also resource management and training medical technicians. (doctor training, nursing clerks training etc.), departmental hardware planning, operation planning and operational management. The themes discussed in this thesis includes examining the business modal and management of preventive medical healthcare. In the past, radiology imaging was considered as a less important health check-up, however, in recent times, it is considered as an important preventive healthcare routine checkup as all cancer diagnosis rely on advance medical equipment to detect diseases. The examination includes magnetic resonance imaging, computerized tomography and positron photography, using images to further detect diagnosis and prognosis. At the very beginning of this business model, Medical Imaging Corporation only provided equipment management and health insurance services for medical institutions. With the current industrial development, we are observing two trends. The first observation is that in a shared economic model, one of the biggest problem of small and medium-sized health centers is that the market cannot purchase large expensive medical equipment. The second problem that we observe is that we need to raise public awareness that radiology imaging preventive healthcare is critical and essential to public healthcare. Even though the radiology imaging medical preventive healthcare was not seen as essential health check-up procedure, slowly but gradually, the industry slowly succeeded in developing in establishing a successful shared economic model. Through these years, MIC, Inc has performed steadily, and is successful in various partnership with other medical institutions. In addition, GE took the initiative to partner with MIC, Inc in 1991, and began to act as a partner agent as the bone density meter distributor in Taiwan in 1992. By 1993, MIC, Inc began to increase the number of partnered agents, which includes computer tomography scanner, magnetic resonance scanner, cardiovascular imaging X-Ray machine, ultrasonic instrument, mammography, nuclear medicine equipment, X-ray developer, sonazoid vertical shuttle (Hepatic lesion developer), ultrasonic maintenance and bone density meter maintenance, etc. Our partnership became one of the most complete and competent among partnered medical agents in Taiwan. MIC, Inc is committed to provide the world's most advanced medical technology and services, from medical imaging to information management, to precise diagnosis of new drugs, to professionally assisted hospital medical technicians to improve patient care and quality of life. For up to 15 years, the number of partner agents has continued to increase including partnership with GE Medical. It has been shown that the establishment of this close symbiotic relationship, between our preventive service serve a favorable position between key demand and the supply chain. MIC, Inc also can obtain state-of-the-art medical products along with substantial cost within the supply chain. Ultimately, MIC, Inc provides high-end imaging medical professional system (including network cloud imaging system (PACS), medical and imaging medical system, imaging medical reporting system, radiologist training system) along with integration planning, effectively providing state-of-the-art customer services. To meet various needs, from our sales model to purchase of medical devices to pharmaceuticals, as well as provisioning of after-sales upkeep and maintenance services, MIC, Inc caters to a unique niche. Through our competitive analysis, our strategy focus on our advantage of staying competitive with a dynamic business model. This paper aims to reflect the lesson learned in 25 years of experience in this industry, which we focus our efforts on partnering with various institutions to create a win-win scenario by focusing on developing small and medium-sized hospitals. In sum, this paper aims to share the success of the success of MIC, Inc and the success it has in the field of preventive healthcare which has been established for 25 years. Our case study reflects exceptional leadership management, organizational strategy, talent resource and other medical applications.