醫療給付受限於健保給付標準與總額制度，限制醫療院所收入，醫療自費服務趨勢順勢而生。然而，醫療自費該如何規劃並維持既有優勢並創造一良好醫療自費策略計畫? 本研究以產業界微笑曲線理論、價值與成果論加以探討；透過研發、製造與行銷三個觀點，分析每一階段規劃要點及說明三者關係影響情況。 研究結果發現醫療雙微笑曲線- 以民眾為中心，找出現有服務缺口，創造Total Solution醫療服務作一市場區隔；研發階段需專業才有品質產出、製造階段仰賴服務成果加以驗收品質、利用行銷階段加值醫療服務與人員品質保證；醫師為醫療計畫核心，回歸「資源基礎論」，效法台灣中小企業擁有個人與組織核心價值並維持靈活彈性特性因應醫療服務產業變化。
The revenue limit occurs due to national health insurance fee schedule and global budget system; which results in healthcare self-paid trends hence. However, how to plan, manage existing advantages and create a strategic plan of healthcare self-paid services? In this thesis, the concept of smile curve theory, value chain and output theory are proposed. Take the three-stage point of view – R&D, Manufacturing and Marketing, analyze key points at each stage while planning and explain the relationship among the three stages. The conclusion is that a medical double smile curve shall be based in the center of the public, defining service failure and service gap and providing a total-solution treatment service to create market segments. At the stage of R&D, professionalism results in quality output; service result and quality output will be ensured and examined at the stage of manufacturing. Finally, the quality value will be shown and approved at the stage of marketing. Medical doctors are the key persons for each medical-related plan. Putting emphasis on resource-based view, and take SME (small-to-medium enterprise) as the model, learning its lessons of core capability of the doctor and the organization and its flexibility to react to changes in the healthcare industry.
