本研究探討復健醫學的商業運作和健保現況與自費復健治療的趨勢，合理的價格策略是復健醫學創新突破關鍵，引入先進的復健技術和設備，提供個別化、高效的治療服務提升治療水平與服務的吸引力。
目前市場自費醫療加入商業運用：震波、超磁波、英特波、高能量雷射、血小板豐富血漿療法（PRP）、高濃度葡萄糖增生療法、玻尿酸治療法、智能機器人、遠距復健、自費物理徒手治療、運動治療、自費小兒物理治療、自費語言及職能治療。
當前的挑戰與機會：一、策略定位、政策策略、策略是視野也是戰略，醫療商業模式的策略發展和其它社會上的商業應用是異曲同工的道路，我們在經營的過程當中面對新計劃和新的風險，所需的戰略方向和回應之間找到平衡。二、行銷：策略行銷強調策略發展需要以市場和環境為依歸，而不只是組織內部導向。策略行銷管理在策略分析產出：由外部分析產出機會、威脅、趨勢與不確定性最適合目前的醫療產業處境。針對醫療服務業，配銷與客戶目標期待和組織使命相符，配銷考量因素如下：1）、位置與招牌可被發現性；2）、目標市場密度；3）、停車問題及交通形式；4）、場所的安全性；5）、轉介來源機構的距離，除了考慮上述因素，醫療服務業還需要關注流程服務，因為它也是一個行銷工具，我們在復健機構重要的營運包含了等候時間、治療空間與設備動線規劃、治療時間的控制、對客戶的各種友善政策。
我們可以參考洪世章教授的著作《創新六策》，洪世章教授強調使用各種邏輯性的文字或論述，來說服人們接受特定的創新或改變。復健醫學的商業模式創新同樣可以通過顯著的對比和易於理解的文字來告訴消費者自費治療的好處，從而改變消費行為。然而，即使邏輯論證是合理的言詞和理性的說服，我們也必須認識到理性並不絕對，也不是客觀存在的。我們經常看到有目的地選擇陳述事實，並加上主觀的看法。有趣的是，我們發現問題更需要主觀且有意識地被發展出來。問題的結構本身也是一種變革策略，建立大眾共識形成風潮是至關重要的。

This study investigates the commercial operation of rehabilitation medicine, the current status of health insurance, and the trend of self-paid rehabilitation therapy. A reasonable pricing strategy is the key to innovative breakthroughs in rehabilitation medicine. By introducing advanced rehabilitation techniques and equipment, individualized and efficient treatment services are provided to enhance the level of treatment and the attractiveness of services.
Currently, the market includes various self-paid medical treatments: shockwave therapy, electromagnetic therapy, ultrasound therapy, high-energy laser therapy, platelet-rich plasma therapy (PRP), high-concentration glucose proliferation therapy, hyaluronic acid therapy, intelligent robots, tele-rehabilitation, self-paid physical manual therapy, exercise therapy, self-paid pediatric physical therapy, and self-paid language and occupational therapy.
Current challenges and opportunities:
Strategic positioning, policy strategies, and strategies are both perspectives and strategies. The strategic development of medical business models and other commercial applications in society follow similar paths. In the process of operation, we balance between new plans and new risks, finding a balance between required strategic directions and responses.
Marketing: Strategic marketing emphasizes that strategic development needs to be market and environment-oriented, not just organizationally oriented. Strategic marketing management produces strategic analysis, which identifies opportunities, threats, trends, and uncertainties most suitable for the current situation in the medical industry. For medical service industries, distribution should align with customer expectations and organizational missions. Factors to consider include: 1) visibility of location and signage; 2) target market density; 3) parking issues and transportation modes; 4) place safety; 5) distance from referral sources. In addition to the above factors, medical service industries also need to focus on process services as a marketing tool. Important aspects of our rehabilitation institution's operation include waiting times, treatment space and equipment layout planning, treatment time control, and various customer-friendly policies.
We can refer to Professor Shih-Chang Hung's work "Six Strategies of Innovation." Professor Hung emphasizes using various logical texts or arguments to persuade people to accept specific innovations or changes. Similarly, innovative business models in rehabilitation medicine can use significant contrasts and easily understandable texts to inform consumers of the benefits of self-paid treatments, thereby changing consumer behavior. However, even though logical arguments are reasonable words and rational persuasion, we must recognize that rationality is not absolute or objectively existent. We often see selectively stated facts with subjective opinions added. Interestingly, we find that problems need to be subjectively and consciously developed. The structure of the problem itself is also a change strategy, and it is crucial to establish a consensus among the public to form a trend.

摘 要 I
ABSTRACT III
誌 謝 辭 V
圖目錄 VIII
表目錄 IX
第一章 緒論 1
1.1 研究背景 1
1.2研究目的 2
第二章 健保給付緊縮與它國的發展趨勢 3
2.1 全民健保制度的挑戰 3
2.2 合理的價格策略 5
2.3 它國發展趨勢 6
第三章 自費醫療加入商業應用 10
3.1震波治療 10
3.1.1 超磁波 14
3.1.2英特波 14
3.2高能量雷射 15
3.3血小板豐富血漿療法（PRP） 19
3.4高濃度葡萄糖增生療法 21
3.5 玻尿酸治療法 22
3.6智能機器人 23
3.7 遠距復健 25
3.8 自費物理徒手治療、運動治療 27
3.9 自費小兒物理治療 （發育遲緩、腦性麻痺） 28
3.10 自費語言及職能治療 29
第四章 當前挑戰與機會 31
4.1策略定位 32
4.2 行銷 37
第五章 結論 42
5.1 面對泡沫風險的淡定 42
5.2 前瞻與賽局反應 43
參考文獻 45

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