新傳播媒體整合與醫療產業應用研究計畫結案報告

Report of New Media Integration and Medical Industry Application Research Project

趙忠傑(Chao, Chung-Chieh) ； 張碩學(Chang, Shuo-Hsueh)

《兩岸企業社會責任與社會企業家學術期刊》 5期 (2020/03) Pp. 96-122

摘要

由於高科技時代的快速進步，大眾傳播媒體在社會教育與社會價值定義中扮演著關鍵的角色。為了了解新媒體傳播宣傳與醫療單位正向影響力的關係，本計畫擬透過－隨機抽樣方式，選出台灣地區代表之醫療院所一至二家，蒐集網路上有關該院形象宣傳，以內容分析方式，進行新媒體行銷比較研究。最後，本研究依據研究結果，提出下列五點研究建議以作為未來相關政策規劃參考：一、了解醫院本身定位與特色；二、培養醫院院所從業人員（醫師、護理師、各部門人員）的行銷思維；三、建立和完善醫院行銷機構；四、提高醫療品質和服務精神；五、政府法規與時俱進，而民間組織如台北醫療聯盟（TMA）可扮演多邊資訊整合推手。

關鍵字

新傳播媒體 ； 醫療產業應用 ； 新媒體行銷

並列摘要

Due to the rapid progress in the high-tech era, the mass media has played a key role in the definition of social education and social values. In order to understand the relationship between the new media communication and medical institutions, and the positive influence of the medical unit, this project random sampling two unique hospitals in Taiwan, and tried to analyze its publicity/media/marketing image on the Internet. We hope that more health knowledge and policy can be distributed to the public widely and improving the communication between the government and medical institutions. Finally, based on the research results, this research proposes the following five research recommendations as the reference for future policy makers: First of all, hospital itself ought to understand the positioning and characteristics in the markets; secondly, hospital needs to train its own staff (physicians, nurses, personnel of various departments and so on) to develop correct marketing thinking. Thirdly, hospital needs to improve its marketing strategies and functions; fourth, hospital needs to improve its medical/service quality, and fifth, government regulations keep pace with the times, and civil organizations, such as Taipei Medical Alliance (TMA) can play vital roles to integrate multilateral information.

並列關鍵字

new media communication ； medical industry application ； new media marketing