數位醫療平台之價值主張與商業模式優化：以臺灣最大醫師社群平台A-Pen為例

Abstract

隨著全球醫療產業數位轉型的推進，醫療專業社群平台已成為連結醫療知識、專業交流與產業資源的關鍵節點。本研究以臺灣最大醫師社群平台A-Pen為研究對象，旨在探討其作為雙邊市場的價值主張與商業模式，並提出策略優化建議。

本研究採用個案研究法，結合商業模式畫布（Business Model Canvas）與價值主張圖（Value Proposition Canvas）理論工具，透過半結構式訪談蒐集雙邊用戶（醫師與藥廠）的深度洞察，並進行價值適配性分析。訪談對象包含四位不同專科背景醫師及兩位藥廠數位行銷主管。

研究發現A-Pen平台已成功建構實名認證但匿名發言的高信任社群結構，在40歲以下年輕醫師中滲透率達65%，並與全球前20大藥廠中的18家建立合作關係。然而，平台在價值適配性上呈現「中」等程度表現：醫師端在專業資訊獲取與職涯發展方面獲得良好支援，但在內容治理、跨世代交流與個人化體驗上仍有落差；藥廠端在品牌曝光與醫師觸及方面表現優異，但在數據精準度、成效驗證與受眾洞察方面尚待強化。

基於研究結果，本文提出三大策略優化方向：（1）強化醫師端適配性－建立內容治理機制、精細化垂直社群、優化使用體驗與建構參與激勵；（2）提升藥廠端適配性－擴大專科醫師覆蓋、提升數據分析能力、發展多元內容形式與建立成效驗證機制；（3）商業模式優化－深化價值主張差異化、推動收入來源多元化、優化技術資源配置與強化雙邊市場治理。

本研究建構出適用於專業醫療平台的雙邊市場分析框架，為醫療數位社群平台的學術研究與實務經營提供重要參考。研究結果不僅為A-Pen平台提供具體可行的策略建議，亦可作為其他垂直醫療平台設計者及醫藥行銷從業者的重要依據。

As the global healthcare industry undergoes digital transformation, healthcare professional social platforms have become crucial nodes connecting medical knowledge, professional exchange, and industry resources. This study examines A-Pen, Taiwan's largest physician community platform, to explore its value propositions and business model as a two-sided market and propose strategic optimization recommendations.

This research employs a case study approach, combining Business Model Canvas and Value Proposition Canvas theoretical frameworks. Semi-structured interviews were conducted to gather in-depth insights from both sides of users (physicians and pharmaceutical companies), followed by value fit analysis. Interview subjects included four physicians from different specialties and two pharmaceutical digital marketing executives.

The study reveals that A-Pen has successfully established a high-trust community structure with real-name verification but anonymous posting, achieving a 65% penetration rate among physicians under 40 and partnerships with 18 of the world's top 20 pharmaceutical companies. However, the platform demonstrates "medium" value fit performance: physicians receive good support for professional information access and career development, but gaps remain in content governance, intergenerational communication, and personalized experience; pharmaceutical companies achieve excellent brand exposure and physician outreach, but require strengthening in data accuracy, effectiveness verification, and audience insights.

Based on research findings, this study proposes three strategic optimization directions: (1) Strengthening physician-side fit through content governance mechanisms, refined vertical communities, enhanced user experience, and participation incentives; (2) Improving pharmaceutical-side fit by expanding specialist physician coverage, enhancing data analytics capabilities, developing diverse content formats, and establishing effectiveness verification mechanisms; (3) Business model optimization through value proposition differentiation, revenue diversification, technical resource optimization, and strengthened two-sided market governance.

This study constructs a two-sided market analytical framework applicable to professional healthcare platforms, providing important references for academic research and practical management of healthcare digital community platforms. The findings offer actionable strategic recommendations for A-Pen and serve as valuable guidance for other vertical healthcare platform designers and pharmaceutical marketing practitioners.