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題名 移動健康商業模式之探討：以慢性疾病為例
A Study On Business Model Of Mobile Health：Take Chronic Disease As Example
作者 陳怡文
貢獻者 鄭宇庭
陳怡文
關鍵詞 移動健康
mHealth
慢性疾病
糖尿病
商業模式
日期 2015
上傳時間 9-Aug-2016 09:53:41 (UTC+8)
摘要 在當今科技進步迅速，人類卻陷在可預防之慢性疾病致死率高於傳染病的
窘境中，慢病醫療花費佔總醫療支出比例逐漸增加；在各國人口結構轉變且健
康產業普遍存在效率不彰之問題下，越發突顯健康產業預防勝於治療之重要性
與效率優化議題。近年來行動裝置及網路普及，使得利用行動科技提供健康服
務與資訊之mHealth(移動健康)，得以實踐於日常生活中，移動健康旨在改變過
往以醫療院所為核心之治療服務，為以顧客為中心提供預防保健、治療、照護
三者並重之高移動、高可取得性、高效率、可規模化的移動健康服務。
鑑於移動健康產業之發展潛力強勁，本研究期探討移動健康產業現況與發
展困境，作為企業掌握產業變動之評估；並以Osterwalder & Pigneur (2010)提出的商業模式為研究架構，分析並歸納成功個案之商業模式，期作為企業未來發
展方向之參考。
研究結果亦顯示，個案公司之服務皆能體現移動健康之精神，以顧客為中
心提供線上、效率、易於使用與接觸之可規模化服務，目標客層明確、精準設
計之高品質服務體驗，能有效將價值主張傳達顧客，同時輔以社群力量使得服
務更具黏著度亦能利用網路外部性達規模化之效益，突顯差異化服務，使得公
司卓越。
參考文獻 一、中文文獻 (按筆劃排序)
1. DIGITIMES(2014)，「行動醫療App將出現爆發式增長」，DIGITIMES，2015/9/28，取自：http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?cnlid=13&packageid=8674&id=0000387981_XI5L08PO7FHSZ12796Y86#ixzz3qVO6q1QY。
2. IDF(2014)，「國際糖尿病聯盟(IDF)糖尿病概覽」，第六版。
3. 尤傳莉譯(2012) ，獲利世代(Osterwalder, A., Pigneur, Y., Smith, A., Clark, T.,2010)，初版，早安財經講堂。
4. 李世代、范碧玉、黃麗秋、簡雅芬(1999)，「全民健康保險慢性病ICD - 9 - CM 分類代碼之研議」，衛生福利部中央健康保險署。
5. 李靜茹、吳月珠(2015)，「糖尿病人多注意心血管疾病也要勤測血糖」，http://sugarcloud.com.tw/documentation/smbg-cvd。
6. 周泰華(2007)，行銷研究方法與個案，滄海。
7. 林佳瑩、徐富珍校訂(2004)，研究方法基礎理論與技巧(Earl Babbie，2002)，初版(原文第二版)，雙葉書廊。
8. 邱志聖(2008)，行銷研究－實務與理論應用，初版，智勝文化。
9. 俞力平(2014)，「行動醫療產業的發展與台灣的機會-從美國行動醫療應用程 式指引談起」，財團法人醫藥品查驗中心。
10. 胡月娟，陳敏麗(2005)，慢性病護理學，匯華圖書出版有限公司。
11. 夏小燕、潘敏仪、蔡贵和、黄培杰(2015)，「中國數字化醫療市場變革」，BCG波士頓諮詢公司。
12. 徐倩、趙文龍(2014)，「國內外移動醫療應用現狀及啓示」，檢驗醫學與臨床，2014年5月第11卷第9期。
13. 翁永泉(2014)，「從原廠委託設計製造廠角度分析健康照護產業之商機、切入方式及行銷策略」，臺灣大學碩士在職專班國際企業管理組。
14. 劉岡靈(2012)，「醫療雲之營運模式與策略分析」，臺灣大學國際企業研究所。
15. 劉惠玲(2013)，「國際醫療經營模式與關鍵成功因素之探討-以某公立醫學中心為例」，國立陽明大學醫務管理研究所。
16. 衛生福利部(2014)，「衛生福利年報」，2014年版。
17. 衛生福利部(2015)，「智慧健康照護推動現況與未來發展」，SlideShare，取自：http://www.slideshare.net/barbarahsu88/3-1-45113920。

二、英文文獻(按文字順序排序)
1. “Diabetes by the Numbers”(2014), The Journal of mHealth--Diabetes: Going Digital, P 5.
2. “Using Game Technology to Help Childhood Diabetes”(2014), The Journal of mHealth--Diabetes: Going Digital, P 6-8.
3. Adrian James(2015), “People to Know 2015: The mySugr Team” , from: http://www.diabetesforecast.org/2015/sep-oct/people-to-know-2015-3.html.
4. Arrow, K. J. (1963), “Uncertainty and the Welfare Economics of Medical Care.”, American Economic Review,53(5).
5. Chesbrough, H., Rosenbloom, R. (2000),“The Role of the Business Model in capturing value from Innovation: Evidence from XEROX Corporation’s Technology Spinoff Companies”, Harvard Business School.
6. Chesbroughz, H.( 2009), “ Business Model Innovation: Opportunities and Barriers”, Long Range Planning, Volume 43, Issues 2-3, April-June, P 354-363.
7. Chris Rauber(2015), “Omada Health makes big haul on Series C funding round, some from major customers”, from: http://www.bizjournals.com/sanfrancisco/blog/2015/09/omada-health-digital-health-andreessen-horowitz.html.
8. Dan Taylor(2011), mySugr seeks to change the diabetic world, TNW, from: http://thenextweb.com/eu/2011/10/14/mysugr-seeks-to-change-the-diabetic-world/.
9. Danielle McGuinness(2015), “An inside look at digital therapeutics pioneer, Omada Health”, from: http://rockhealth.com/an-inside-look-at-digital-therapeutics-pioneer-omada-health/.
10. DiaTribe(2015) ,“Omada Health’s Prevent Program For Prediabetes Publishes Two-Year Weight and A1c results”, form: http://diatribe.org/omada-healths-prevent-program-prediabetes-publishes-two-year-weight-and-a1c-results.
11. EU commission(2012), “eHealth Action Plan 2012-2020 - Innovative healthcare for the 21st century” , COMMUNICATION FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE COMMITTEE OF THE REGIONS, COM(2012)736 final.
12. Eysenbach, G.(2001), ”What is e-health”, J Med Internet Res2001; 3(2):e20.
13. Folland, S., Goodman, A. C., Stano, M.(1997), The Economics of Health and Health Care., New Jersey, NJ:Printice-Hall Inc..
14. HiMSS(2015), from: http://www.himss.org/library/mhealth.
15. IDC(2014),” IDC Reveals Health Insights Predictions for 2015”, from: http://www.idc.com/getdoc.jsp?containerId=prUS25262514.
16. ITU(2015), “ICT Facts and Figures – The world in 2015”, ITU.
17. Johnson, M., Chirstensen, C., and Kagerman, H. (2008), “ Reinventing Your Business Model”, Harvard Business Review.
18. Knowler WC, Barrett-Connor E, Fowler SE, Hamman RF, Lachin JM, Walker EA, Nathan DM; Diabetes Prevention Program Research Group(2002), “Reduction in the incidence of type 2 diabetes with lifestyle intervention or metformin.”, Issue of the New England Journal of Medicine, 2002 Feb 7;346(6):393-403.
19. Magretta, J. (2002), “Why Business Models Matter”, Harvard Business Review, Vol. 80, P 86-91.
20. Mankiw, G.N. (1998), Principles of Microeconomics, Texas, Dryden Press, Fort Worth.
21. Michelle Kuepper(2013), “Startup of the Week – MySugr: the app that wants to make diabetes treatment “more fun” ”, from: http://venturevillage.eu/startup-of-the-week-mysugr.
22. Morrish, N.J., Wang, S.L., Stevens, L.K., Fuller, J.H., Keen, H.(2001), “Mortality and causes of death in the WHO Multinational Study of Vascular Disease in Diabetes”, Diabetologia, 44 Suppl 2:S14–S21.
23. Murray Aitken, Jennifer Lyle(2015), “Patient Adoption of mHealth“, IMS Institute for Healthcare Informatics, P1-13.
24. mySugr(2015), from: https://mysugr.com.
25. NIH(2002), “Diabetes Prevention Program(DPP)”, National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK), from: http://www.niddk.nih.gov/about-niddk/research-areas/diabetes/diabetes-prevention-program-dpp/Pages/default.aspx.
26. Omada Health(2015), from: https://omadahealth.com.
27. Osterwalder, A.( 2004), “The Business Model Ontology –A proposition in a Design Science Approach”, PhD Thesis, University of Lausanne.
28. Phelps, C. E. (1997), Health Economics, New York, NY:Addison-Wesley Educational Publishers Inc..
29. Prevent(2015),from: https://preventnow.com/.
30. Rock health(2015), “Designing a Digital Health Company: Sean Duffy, Omada Health // Startup Elements” , from: https://www.youtube.com/watch?v=iIF5sxobC8Q.
31. Roglic G, Unwin N, Bennett PH, Mathers C, Tuomilehto J, Nag S et al.(2005), “The burden of mortality attributable to diabetes: realistic estimates for the year 2000”, Diabetes Care, 28(9), P 2130–2135.
32. Ronald Tamler(2014), “People to Know 2014: Sean Duffy”, from: http://www.diabetesforecast.org/2014/10-oct/people-to-know-2014-sean.html?__utma=227028104.539549736.1447052554.1447052554.1447052554.1&__utmb=227028104.1.10.1447052554&__utmc=227028104&__utmx=-&__utmz=227028104.1447052554.1.1.utmcsr=diabetesforecast.org|utmccn=(referral)|utmcmd=referral|utmcct=/2015/nov-dec/&__utmv=-&__utmk=228561822.
33. Sloan, F. A. (2000), ” Non-For-Profit Ownership and Hospital Behavior”, Handbook of Health Economics, North Holland, Elsevier.
34. Statista(2015), “Global digital health market from 2013 to 2020, by segment (in billion U.S. dollars)”, from: http://www.statista.com/statistics/387867/value-of-worldwide-digital-health-market-forecast-by-segment/.
35. Statista(2015), “Projected CAGR for the global digital health market from 2013 to 2020, by segment”, from: http://www.statista.com/statistics/387875/forecast-cagr-of-worldwide-digital-health-market-by-segment/.
36. Timmers, P. (1998), “Business Models for Electronic Markets.” Journal on Electronic Markets ,8(2), P 3-8.
37. WHA58.28(2005),” eHealth” , 7th report, WHA.
38. WHA66.24(2013),” eHealth standardization and interoperability”, WHA.
39. WHO(2012), “Global data on visual impairments 2010”, Geneva, WHO.
40. WHO(2014), “GLOBAL STATUS REPORT on noncommunicable diseases 2014”, WHO, P 9-19.
41. WHO(2015), “Chronic diseases and health promotion”, from: http://www.who.int/chp/en/.
42. WHO(2015), “Diabetes”, from: http://www.who.int/mediacentre/factsheets/fs312/en/.
描述 碩士
國立政治大學
企業管理學系
101355023
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355023
資料類型 thesis
dc.contributor.advisor 鄭宇庭zh_TW
dc.contributor.author (Authors) 陳怡文zh_TW
dc.creator (作者) 陳怡文zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 9-Aug-2016 09:53:41 (UTC+8)-
dc.date.available 9-Aug-2016 09:53:41 (UTC+8)-
dc.date.issued (上傳時間) 9-Aug-2016 09:53:41 (UTC+8)-
dc.identifier (Other Identifiers) G0101355023en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99745-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 101355023zh_TW
dc.description.abstract (摘要) 在當今科技進步迅速，人類卻陷在可預防之慢性疾病致死率高於傳染病的
窘境中，慢病醫療花費佔總醫療支出比例逐漸增加；在各國人口結構轉變且健
康產業普遍存在效率不彰之問題下，越發突顯健康產業預防勝於治療之重要性
與效率優化議題。近年來行動裝置及網路普及，使得利用行動科技提供健康服
務與資訊之mHealth(移動健康)，得以實踐於日常生活中，移動健康旨在改變過
往以醫療院所為核心之治療服務，為以顧客為中心提供預防保健、治療、照護
三者並重之高移動、高可取得性、高效率、可規模化的移動健康服務。
鑑於移動健康產業之發展潛力強勁，本研究期探討移動健康產業現況與發
展困境，作為企業掌握產業變動之評估；並以Osterwalder & Pigneur (2010)提出的商業模式為研究架構，分析並歸納成功個案之商業模式，期作為企業未來發
展方向之參考。
研究結果亦顯示，個案公司之服務皆能體現移動健康之精神，以顧客為中
心提供線上、效率、易於使用與接觸之可規模化服務，目標客層明確、精準設
計之高品質服務體驗，能有效將價值主張傳達顧客，同時輔以社群力量使得服
務更具黏著度亦能利用網路外部性達規模化之效益，突顯差異化服務，使得公
司卓越。		zh_TW
dc.description.tableofcontents 目 錄 I
表目錄 II
圖目錄 III
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第貳章 文獻探討 8
第一節 移動健康產業之趨勢與現況 8
第二節 慢性疾病與移動健康 20
第三節 商業模式之文獻回顧 25
第參章 研究方法 35
第一節 研究方法 35
第二節 資料來源與研究對象 37
第三節 研究限制 38
第肆章 個案研究 39
第一節 Omada Health個案研究 39
第二節 mySugr個案研究 53
第三節 個案比較 69
第伍章 結論與建議 72
第一節 結論 72
第二節 建議 76
參考文獻 77		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355023en_US
dc.subject (關鍵詞) 移動健康zh_TW
dc.subject (關鍵詞) mHealthzh_TW
dc.subject (關鍵詞) 慢性疾病zh_TW
dc.subject (關鍵詞) 糖尿病zh_TW
dc.subject (關鍵詞) 商業模式zh_TW
dc.title (題名) 移動健康商業模式之探討：以慢性疾病為例zh_TW
dc.title (題名) A Study On Business Model Of Mobile Health：Take Chronic Disease As Exampleen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻 (按筆劃排序)
1. DIGITIMES(2014)，「行動醫療App將出現爆發式增長」，DIGITIMES，2015/9/28，取自：http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?cnlid=13&packageid=8674&id=0000387981_XI5L08PO7FHSZ12796Y86#ixzz3qVO6q1QY。
2. IDF(2014)，「國際糖尿病聯盟(IDF)糖尿病概覽」，第六版。
3. 尤傳莉譯(2012) ，獲利世代(Osterwalder, A., Pigneur, Y., Smith, A., Clark, T.,2010)，初版，早安財經講堂。
4. 李世代、范碧玉、黃麗秋、簡雅芬(1999)，「全民健康保險慢性病ICD - 9 - CM 分類代碼之研議」，衛生福利部中央健康保險署。
5. 李靜茹、吳月珠(2015)，「糖尿病人多注意心血管疾病也要勤測血糖」，http://sugarcloud.com.tw/documentation/smbg-cvd。
6. 周泰華(2007)，行銷研究方法與個案，滄海。
7. 林佳瑩、徐富珍校訂(2004)，研究方法基礎理論與技巧(Earl Babbie，2002)，初版(原文第二版)，雙葉書廊。
8. 邱志聖(2008)，行銷研究－實務與理論應用，初版，智勝文化。
9. 俞力平(2014)，「行動醫療產業的發展與台灣的機會-從美國行動醫療應用程 式指引談起」，財團法人醫藥品查驗中心。
10. 胡月娟，陳敏麗(2005)，慢性病護理學，匯華圖書出版有限公司。
11. 夏小燕、潘敏仪、蔡贵和、黄培杰(2015)，「中國數字化醫療市場變革」，BCG波士頓諮詢公司。
12. 徐倩、趙文龍(2014)，「國內外移動醫療應用現狀及啓示」，檢驗醫學與臨床，2014年5月第11卷第9期。
13. 翁永泉(2014)，「從原廠委託設計製造廠角度分析健康照護產業之商機、切入方式及行銷策略」，臺灣大學碩士在職專班國際企業管理組。
14. 劉岡靈(2012)，「醫療雲之營運模式與策略分析」，臺灣大學國際企業研究所。
15. 劉惠玲(2013)，「國際醫療經營模式與關鍵成功因素之探討-以某公立醫學中心為例」，國立陽明大學醫務管理研究所。
16. 衛生福利部(2014)，「衛生福利年報」，2014年版。
17. 衛生福利部(2015)，「智慧健康照護推動現況與未來發展」，SlideShare，取自：http://www.slideshare.net/barbarahsu88/3-1-45113920。

二、英文文獻(按文字順序排序)
1. “Diabetes by the Numbers”(2014), The Journal of mHealth--Diabetes: Going Digital, P 5.
2. “Using Game Technology to Help Childhood Diabetes”(2014), The Journal of mHealth--Diabetes: Going Digital, P 6-8.
3. Adrian James(2015), “People to Know 2015: The mySugr Team” , from: http://www.diabetesforecast.org/2015/sep-oct/people-to-know-2015-3.html.
4. Arrow, K. J. (1963), “Uncertainty and the Welfare Economics of Medical Care.”, American Economic Review,53(5).
5. Chesbrough, H., Rosenbloom, R. (2000),“The Role of the Business Model in capturing value from Innovation: Evidence from XEROX Corporation’s Technology Spinoff Companies”, Harvard Business School.
6. Chesbroughz, H.( 2009), “ Business Model Innovation: Opportunities and Barriers”, Long Range Planning, Volume 43, Issues 2-3, April-June, P 354-363.
7. Chris Rauber(2015), “Omada Health makes big haul on Series C funding round, some from major customers”, from: http://www.bizjournals.com/sanfrancisco/blog/2015/09/omada-health-digital-health-andreessen-horowitz.html.
8. Dan Taylor(2011), mySugr seeks to change the diabetic world, TNW, from: http://thenextweb.com/eu/2011/10/14/mysugr-seeks-to-change-the-diabetic-world/.
9. Danielle McGuinness(2015), “An inside look at digital therapeutics pioneer, Omada Health”, from: http://rockhealth.com/an-inside-look-at-digital-therapeutics-pioneer-omada-health/.
10. DiaTribe(2015) ,“Omada Health’s Prevent Program For Prediabetes Publishes Two-Year Weight and A1c results”, form: http://diatribe.org/omada-healths-prevent-program-prediabetes-publishes-two-year-weight-and-a1c-results.
11. EU commission(2012), “eHealth Action Plan 2012-2020 - Innovative healthcare for the 21st century” , COMMUNICATION FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE COMMITTEE OF THE REGIONS, COM(2012)736 final.
12. Eysenbach, G.(2001), ”What is e-health”, J Med Internet Res2001; 3(2):e20.
13. Folland, S., Goodman, A. C., Stano, M.(1997), The Economics of Health and Health Care., New Jersey, NJ:Printice-Hall Inc..
14. HiMSS(2015), from: http://www.himss.org/library/mhealth.
15. IDC(2014),” IDC Reveals Health Insights Predictions for 2015”, from: http://www.idc.com/getdoc.jsp?containerId=prUS25262514.
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