A New Paradigm in Postpartum Nursing Care – Innovating Through Intelligence Services(A Case Analysis in Miao-Li Region, Taiwan)

• Main Authors: Kuo, Ya Feng, 郭雅芬
• Other Authors: Hung, Shih Chang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/62h98n

碩士 === 國立清華大學 === 高階經營管理碩士在職專班 === 104 === Notwithstanding that the social patterns, population structure and social value evolve over time, the Chinese custom of postpartum care in the first month of childbirth does not seem to fade away at all. Financially more independent, and supported by their increasing personal income, females nowadays are relying less on assistance from their own family in regards of postpartum care. Rather, more and more people look up to professional organizations for postpartum nursing services, which has rapidly emerged as a promising market opportunity that addresses specifically the post-natal needs of mothers and new born babies. The business case selected by this research has years of operational experiences in this industry, and enjoys a very good reputation on the local market. It has successfully branded itself with a professional, honest, and trustworthy image. In order for its new postpartum nursing home to leverage the current brand asset, and in the face of growing competition on the market, it foresees challenges coming from maintaining its existing customer base while developing new ones, without compromising its original strategy of market segmentation. This research is motivated by studies of market positioning, product/service differentiation strategies, and critical success factors of new postpartum nursing homes, as well as future prospect of the overall market. Methodologies applied by this research include analysis on prior work and literatures, as well as a comprehensive study on a selected business case. Service models and business strategies of traditional post-natal care providers are collected and benchmarked, in order to distill pros and cons therein. Incorporating today’s Smart Technologies and Services, and with “clients’ needs” deeply embedded in all service processes, the “Innovation Model of Smart Postpartum Care Services” is proposed, where the underlying architecture of information systems is consisted of five modules: (1) the Nursing Care Information Module, (2) the Smart Detection Module, (3) the Administrative Support Module, (4) the Medical Support Module, and (5) the Sustaining Service Module. A technical innovation by itself, the Smart Detection Module was deployed to the existing facilities on a trial-at-the-field basis between April and December, 2016, to ensure and evaluate its effectiveness if and when introduced at its full scale to the new postpartum nursing home in 2017. This research aims to propose a guideline on establishing an innovation-driven, post-natal service model which, if facilitated by smart caring systems, will not only meets critical postpartum needs, but will also achieve higher customer satisfaction, and at the same time resolves management issues arising from the professional nursing services.