睡眠醫療產業創新商業模式之探討 -以S睡眠醫療中心為例

Abstract

背景：如同陽光、空氣、水份、睡眠不只是生命的要素之一，也是人類每天必須進行的生理過程。但也就因為它太平常了，大多數的人都忽略睡眠的重要，並且容易習以為常地犧牲睡眠。睡眠醫學發展至今70餘年，人們開始知道，睡眠不只是被動的休息，他更是身體主動修復，以及身體代謝內分泌進行的重要時期。如果睡眠出了問題，很多慢性病也會因而產生！2021年衛福部統計失眠的人口已經達到441萬人次，健保開出來的安眠藥高達10.5億顆，安眠藥物健保費用支出突破23億元。台灣健保給付處處受限的醫療環境下，精準的睡眠醫療幾乎被排除在外，所以醫生最常用的方法是快速”安眠藥”解決病患睡眠的問題。方法：基於「S睡眠醫療中心」，本研究以5位個案深度訪談分析，探討睡眠醫療在台灣的健保給付狀況與民眾需求分析，如何在疫情下，運用創新模式改變睡眠醫療檢測模式，解決病患睡眠問題。結合上下游整合之九宮格商業模式，有效快速了解病患睡眠問題，並針對各年齡族群消費行為之模式，清楚且符合民眾的需求，透過商業行銷策略（Marketing Strategy）及管道傳遞給民眾，醫療服務之差異。基於睡眠醫療的重要，以及正在蓬勃發展的睡眠科技產業市場以及龐大商機。結果：本研究的試圖藉由建立可行的商業模式，來達成以下成果:(一) 健保給付過低、醫療資源分配不合理的狀況，藉此研究改善睡眠檢測排程等候時間攏長的現狀。(二) 改善技術人員不足的狀況！(三) 改變睡眠醫療產業中現有的商業模式，上下游廠商鏈結整合並達到快速檢測與治療，提出創新商業模式的方向。結論：運用「睡眠醫學中心」的策略行銷能協助睡眠障礙病患減少安眠藥的誤用與濫用。「S睡眠醫療中心」的醫療專業，協助睡眠障礙病患確定診斷對症治療，減少安眠藥誤用與濫用的現況．並且運用策略行銷，教育民眾，建立市場機制，達到慢病管理及預防醫學的目標。Background: Sleep is not only one of the elements of life, but also the physiological processes that human beings must carry out every day. People , however, tend to ignore the importance of sleep, and to sacrifice sleep as a habit. Tons of evidence show that sleep disorders have been the major causes of different chronic diseases! According to the Ministry of Health and Welfare of Taiwan in 2021, 1.05 billion sleeping pills have been reimbursed by the National Health Insurance (NHI), which cost NT$2.3 billion. Under the restriction of NHI, accurate diagnosis and following treatment of sleep disorders are almost impossible. Therefore, the most common way has been prescribing"sleeping pills" by physicians to relieve patients' symptoms, while ignoring the root causes of sleep disorders.

Methods: Based on the experiences of “S Sleep Center”, this research included 5 case studies through interviews and analyze the NHI payment with public demand on sleep medicine in Taiwan, to develop the innovative models for sleep medicine. Combined with the Jiugongge business model of up- and down-stream integration, we can effectively handle the obstacles for patients to treat their sleep disorders, and the consumers’ behavior patterns of various age groups toward sleep products and services.We then can elaborate an effective marketing strategies.Results: This research plans to establish a viable business model to provide sustainable solutions on: (1) The situation of low insurance reimbursement and mis-allocation of medical resources, so as to study and improve the current situation of long waiting time for sleep studies. (2) Improve the dilemma on shortage of technical personnel in sleep centers! (3) Optimize the existing business models in the sleep medical industry by linkage and integration on upstream and downstream manufacturers.

Conclusion: Utilization on the strategic marketing can help patients reduce the misuse and abuse of sleeping pills. The medical profession of "S Sleep Medical Center" can make the precise diagnosis and treatment for sleep disorders. By using strategic marketing, educating the public, establishing the market mechanism, can achieve the goals of “chronic disease management” and realize the “preventive medicine”.