Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/159015
|
| Title: | AI驅動心臟醫療檢測系統在台灣市場行銷之研究–以C公司為例
A Study on the Marketing of AI-Driven Cardiac Diagnostic System in the Taiwan Market:A Case Study of Company C |
| Authors: | 李樂晴
Lee, Le-Ching |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
李樂晴
Lee, Le-Ching |
| Keywords: | AI醫療
AI檢測
智慧醫療
健康台灣政策
冠狀動脈疾病
肺動脈高壓
用戶旅程
AI healthcare
AI diagnostics
Smart healthcare
Healthy Taiwan Policy
Coronary artery disease
Pulmonary artery hypertension
User journey |
| Date: | 2025 |
| Issue Date: | 2025-09-01 14:44:35 (UTC+8) |
| Abstract: | 台灣健保制度完善，提供高品質、普及化的醫療服務。近年來政府推動「健康台灣」政策，預計2030年整體提升國人平均壽命，並以「三高防治888計畫」加強慢性病管理。此政策結合AI技術與預防醫學，加速基層健康照護系統建構。在全球AI醫療快速發展趨勢下，導入非侵入性AI檢測技術，能有效強化早期疾病辨識、減輕醫療負擔、提升照護效率，已成為智慧醫療升級的關鍵。
基於此背景，本研究選擇以具美國FDA認證、同時可篩檢冠狀動脈疾病(Coronary Artery Disease, CAD）與肺動脈高壓(Pulmonary Artery Hypertension, PAH)的C System為個案，探討其在台灣的市場導入策略。C System的模組化設計與雲端AI分析，具備操作簡便、檢測精準等優勢，尤其PAH模組更獲得FDA突破性醫材認定。該產品可切入基層診所CAD初篩市場，滿足心血管慢性疾病高風險族群早期篩檢需求，同時也可以鎖定醫學中心專科科別，作為PAH診斷輔助工具。CAD市場具量體與商業價值，PAH市場則具臨床價值與政策倡議潛力。整體而言，產品定位需兼顧臨床痛點、政策導向與通路差異，並因應基層與專科醫療機構不同需求，建構階段性行銷策略。
本研究以「用戶旅程」作為工具，以基層診所醫師與病患作為用戶，分析C System導入過程中的用戶行為動機與關鍵接觸點。最後提出三個對於個案公司的結論建議： 1、 策略定位清晰化：C公司應以主推CAD篩檢以創造高需求，並搭配PAH模組墊高核心競爭優勢門檻，對應基層與專科醫療通路，提升滲透率與實際應用價值。2、政策與市場共構：與政府、學會、基金會等多方協作，爭取健保納保並落實教育推廣，創造臨床價值與商業利益的雙贏格局。3、技術與專利雙引擎：積極同步專利保護策略與AI產品升級，建立競爭壁壘，確保C System於台灣長期領導地位。
Taiwan’s National Health Insurance (NHI) system offers comprehensive and high-quality medical services to the population. In recent years, the government has launched the “Healthy Taiwan Policy” initiative, aiming to increase the national average life expectancy by 2030. As part of this initiative, the “Three Highs 888 Plan” focuses on improving the management of chronic diseases, particularly hypertension, hyperglycemia, and hyperlipidemia. This policy integrates artificial intelligence (AI) technologies with preventive medicine to accelerate the development of primary healthcare systems. Amid the global trend of rapid advancement in AI-based healthcare, the adoption of non-invasive AI diagnostic tools has become a key driver for enhancing early disease detection, reducing medical burdens, and improving care efficiency—paving the way for a smarter healthcare system.
Against this backdrop, this study selects the AI-driven “C System”—an FDA-approved diagnostic solution capable of screening both coronary artery disease (CAD) and pulmonary artery hypertension (PAH)—as a case study to examine its market entry strategy in Taiwan. The C System features modular design and cloud-based AI analytics, offering advantages such as operational simplicity and diagnostic accuracy. Notably, the PAH module has been granted FDA breakthrough device designation. The system can be introduced into primary clinics as a tool for CAD risk screening, addressing the early detection needs of high-risk cardiovascular patients, and it can also serve as a PAH diagnostic aid in specialized hospital settings. While the CAD segment presents broader market potential and commercial value, the PAH segment offers unique clinical significance and policy engagement opportunities. Overall, product positioning must address clinical pain points, policy direction, and distribution channel differences, thereby constructing a dual-channel marketing strategy that meets the distinct needs of primary and specialized healthcare institutions.
This study adopts the "user journey" framework as a tool, focusing on primary care physicians and patients as key users, to analyze their behavioral motivations and critical touchpoints during the implementation of the C System. Based on the findings, three strategic recommendations are proposed for the case company: 1. Clarify Strategic Positioning: The company should primarily promote CAD screening to generate strong demand, while leveraging the PAH module to raise the threshold of core competitive advantage. This approach should align with both primary care and specialty care channels to enhance market penetration and practical application value. 2. Co-develop Policy and Market: Collaborate with government agencies, academic societies, and foundations to seek National Health Insurance (NHI) reimbursement coverage and implement educational promotion, thereby achieving a win-win situation between clinical value and business benefits. 3. Dual Engines of Technology and Patents: Actively align patent protection strategies with AI product upgrades to build strong competitive barriers and secure the C System’s long-term leadership in Taiwan. |
| Reference: | BonavitacolaJulia. (2024年03月26日). AJMC. 擷取自 AJMC: https://www.ajmc.com/view/fda-approves-sotatercept-first-in-class-treatment-for-adults-with-pah
ChungSteven. (2025 年05月09日). GENE Online. 擷取自 GENE Online: https://geneonline.news/the-4th-precision-medicine-industry-forum-focuses-on-ldt-regulatory-updates-multi-omics-and-new-ngs-technologies/
CorVista. (無日期). CorVistaHealth. 擷取自 CorVistaHealth: https://corvista.com/
InsightsMarketGlobal. (2025年02月19日). Gii Global information. 擷取自 Gii Global information: https://www.gii.tw/report/gmi1699294-cardiovascular-devices-market-opportunity-growth.html
International Trade Administration. (2024年01月10日). 擷取自 International Trade Administration: https://www.trade.gov/country-commercial-guides/taiwan-medical-devices
MERCK. (2025). MERCK. 擷取自 https://www.merck.com/investor-relations/financial-information/
TCTC. (無日期). Taiwan Clinical Trials. 擷取自 Taiwan Clinical Trials: https://www.taiwanclinicaltrials.tw/tw/tctc/member/8
WuOscar. (2025年02月17日). GENE Online. 擷取自 GENE Online: https://geneonline.news/ai-driven-precision-medicine-for-cardiovascular-diseases-trends-in-taiwans-industry-and-the-global-market/
中央健康保險署. (2024年04月02日). 中央健康保險署. 擷取自 衛福部: https://www.mohw.gov.tw/cp-16-78225-1.html
王鵬瑜. (2024). 專利制度對產業智慧財產發展策略的影響—以工研院為例. 智慧財產權月刊305期, 71-73.
呂淑君. (2024年06月). 衛福部新聞稿附件簡報. 擷取自 衛福部: file:///C:/Users/lovel/Downloads/%E3%80%90%E7%B5%B1%E8%A8%88%E8%99%95%E6%96%B0%E8%81%9E%E7%A8%BF%E9%99%84%E4%BB%B6%E3%80%911130617-112%E5%B9%B4%E6%AD%BB%E5%9B%A0%E7%B5%B1%E8%A8%88%E7%B5%90%E6%9E%9C-%E7%B0%A1%E5%A0%B1.pdf
沈能元. ( 2024年01月02日). 聯合報. 擷取自 聯合報: https://health.udn.com/health/story/5999/7680609
陳婕翎. (2019年06月29日). 聯合報新聞. 擷取自 元氣網: https://health.udn.com/health/story/5978/3899912
黃皓宸. (2025年05月22日). 鉅亨網. 擷取自 鉅亨網: https://news.cnyes.com/news/id/5989835
衛福部. (2025年04月25日). 行政院網頁. 擷取自 行政院網頁: https://www.ey.gov.tw/Page/5A8A0CB5B41DA11E/6bc8beff-6a2a-4542-bd0e-255ceeda76c8
總統府新聞. (2025年02月27日). 總統府新聞. 擷取自 中華民國總統府: https://www.president.gov.tw/News/39084 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932156 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932156 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 215601.pdf | | 1840Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
