基於行銷 4.0 探討醫院運用臉書粉絲頁 對品牌行銷的促進之個案研究

隨著 5G 科技應用的時代的來臨，各種網路應用服務興起，網路技術的應用層面更深更廣的牽動民眾生活。國外醫療機構或公衛組織使用線上社群媒體臉書或推特，開設自己的品牌帳號已是常態。台灣的醫院近幾年也紛紛設置醫院的臉書網站，期望能夠透過社群媒體經營醫院的品牌形象。本研究採用個案研究，探討中部四家個案醫院應用線上社群媒體臉書的現況，研究目的如下:1.探討個案醫院如何經營醫院的臉書粉絲專頁。2.探討個案醫院臉書經營團隊對醫院應用臉書來進行品牌行銷的認知與臉書經營效果的關聯性。3.引用文獻提供的解決方案，探討適合台灣醫院運用臉書粉絲專頁的方向。本研究採用訪談法與觀察法收集研究資料。資料收集期間自 2019 年 5 月28至 2019年12月25日止。從訪談四個個案醫院的研究結果發現:個案醫院皆已經具備發展更好的線上社群媒體經營的資源與基礎能力，僅有個案 C 有獨立且專責部門來經營醫院的臉書。四家個案醫院臉書經營者皆具有醫務管理或企業管理的學術涵養，具備基礎行銷知識能力。C 醫院與 B 醫院臉書經營者對於應用醫院臉書專頁來促進醫院品牌經營的概念並不是很重視。研究結果顯示 R 醫院應用臉書專頁對醫院品牌行銷的促進具有較明顯的效果。R 醫院臉書的發文數與獲得粉絲的回應數具有正向相關。針對上述研究結果認為，個案醫院若欲經由社群媒體經營醫院品牌形象，只需導入行銷 4.0 的模型，强化粉絲網頁内容行銷的實務能力，發展人性化的内容，建立醫院品牌版權專屬的内容資料庫。建議個案醫院未來可以因應閱聽者的習慣，增加製作影像化的内容，同時使用臉書後台數據及洞察報告，增加能促進與社群網民的互動的内容，並將線下的社區活動或品牌活動導入醫院的臉書社群媒體，整合醫院數位化平台的民衆界面，並納入客服流程中。

關鍵字

品牌行銷；醫院社群媒體；醫院品牌；內容行銷；社群行銷；品牌擁護；個案研究

並列摘要

The arrival of 5G technology signals advancements in the services, connectivity, and application of web technology, further expanding its influences on the people’s lives. Foreign medical agencies and public health organizations have long-established their brand presence on social media platforms like Facebook and Twitter. Similar agencies and organizations in Taiwan have begun building their web presence through Facebook Fan Pages in hopes of using social media platforms to better manage their brand image. This research uses Case Studies to discuss the current state of Central Taiwan hospital’s social media presence with the following goals: 1. improve understanding of how the hospital runs its Facebook Fan Page. 2.the Facebook Fan Page’s management team’s understanding of branding and marketing on Facebook. 3. Explore potential solutions by reviewing the solutions presented in cited sources. The data collection period was from 28th May 2019 to 25th December 2019, collected using the Interview method and the Observation method. Through all 4 case studies, results show: The respective hospitals are well equipped with the resources and marketing basics to build a strong social media presence, in particular, the hospital in case C employs a specialized department to run their Facebook Fan Page. All 4 hospitals in the case studies are equipped with academic cultured medical or business management and fundamental marketing ability. Hospitals C and B, however, showed little interest in the idea of utilizing Facebook Fan Pages to boost hospital branding. Research results show that hospital R’s application of Facebook Fan Page Branding had positive effects on the hospital’s brand. There is a positive correlation between hospital R’s post count on their Facebook Fan Page and the response from fans on these pages. Based on these results, if the respective hospitals in case study wish to improve their brand image through Social Media Platforms they should implement the Marketing 4.0 model, improve the execution of content marketing, develop more humanized content and build a copyrighted content database for the hospital. In the future, hospitals should increase the amount of visual content while using data analytics and insight reports provided by Facebook to increase content that builds interaction with the audience with regards to user habits. Additionally, Hospitals should also move community or brand activities online and incorporate online platforms into their customer service process to improve the hospital’s digital user interface.