| Summary: | 碩士 === 國立中興大學 === 全球事務研究跨洲碩士學位學程 === 107 === The healthcare sector is considered to be one of the most promising industries and will be even more interesting in the future. The demands and needs of patients or customers are becoming increasingly important. The healthcare sector, like many other industries, is evolving into personalized instead of standardized services. Thereby, keywords such as patient-centered care or personalized medicine are mentioned frequently. In this context, digitalization is seen as a major milestone from the fix-it-with-a-pill mentality, towards personalization. Digitalization is driven primarily by information technology and therefore demands sophisticated IT services.
This thesis emphasizes on the potential of IT services in the healthcare sector. A key point for IT service companies is, how to offer sustainable IT services in this market. In order to capture and evaluate this potential, an accurate and meaningful market analysis is required. The market analysis not only spotlights the market, but explicitly addresses the competitive advantages and disadvantages of IT service companies. It also takes account of current and future developments, such as emerging market trends or new cooperation models. To measure the potential, financial indicators of the market and its stakeholders are analyzed and aggregated. Thereby, it always creates the context to the market instead of evaluating the IT companies from a general perspective. Moreover, the goal of the model developed in this thesis is not only a meaningful result, but also the appropriate procedure to acquire the same.
The market analysis model is based on existing concepts, e.g. the seven dimensions of market analysis by David A. Aaker, recommending among others the use of Porter’s Five Forces model, and the competitive profile matrix. It is evaluated and demonstrated using a case study, based on the WidasConcepts GmbH, which currently plans to enter the healthcare sector. In this case, the market research methods of qualitative semi-structured interviews with experts, as well as two quantitative surveys with experts are conducted. Additionally, secondary market research is performed to make use of already existing knowledge.
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