以認知腳本觀點看醫病互動關係之探索性研究

An Exploratory Study on Health Care Encounter from Cognitive Script Perspective

凌儀玲(Yi-Ling Lin)

《醫務管理期刊》 2卷4期 (2001/12) Pp. 39-55

摘要

科技的發達使得許多服務可藉由機器達到交易的目的。然而仍然有為數不少的服務性行業需要透過第一線供應者興顧客面對面互動，醫療產業即是一例。醫療人員的角色相當重要，因為他們負責瞭解病患的需求、解釋醫療作業內涵（需要），並滿足病患的要求，進而促進健康或改善健康狀況。醫療行銷的內涵不外乎醫療資訊的交換和溝通。但由於雙方可能會帶著各自的期望進到醫療情境當中，醫病之間的關係本質很容易呈現溝而不通的互動。爰此，本研究採用認知心理學中腳本分析法(Script Method)作為質化研究依據，藉由「認知腳本」來觀察醫療接觸的過程與結果，以比較醫療供應者與病患間的服務腳本內涵。
「看牙醫」可說是日常生活中一般人相當熟悉的就診經驗，本研究共搜集26位牙科醫師與118位病患的腳本動作細節，經由三階段（自我記錄法、腳本動作萃取、腳本動作配對）資料分析後，得到以下結論：(1)對於熟悉的醫療服務，以研究術語言之，即是，人人心中早有一「認知腳本」存在。(2)醫療供需雙方的認知腳本內容，會呈現部份相同、部份不相同的動作劇情，其中病患的腳本起點早於醫師的腳本起點。(3)醫療供應者的認知腳本似乎較病患腳本來得仔細。

關鍵字

醫療行銷 ； 醫病互動 ； 認知腳本 ； 腳本分析法

並列摘要

Though, for technology infusion, machines have become the major parts in service providing of many industries. Still, some industries must serve their customers by first-line persons, such as health care industry. The health care industry try to understand the patients' needs, explain the process of health care operation, and satisfy what the patients' want, But the expectations between providers and patients are not same usually. The information exchange and communication are the contents of health care marketing, so the purpose of this study is to address this ”gap” by comparing their expectation between health care providers and patients.
”To see a dentist” was the scenario script of this study, because it was the most familiar experience for everyone. There were two sample frames, one was dentist's data (26 samples) and one from patients (118 samples). After 3 steps data analysis, the results are as fallowing: 1) In a familiar medical service, both providers and patients had their cognitive script separately; 2) The script of providers and patients were partial different, particularly, the timing (beginning point) of patients' script were early than the providers (dentists); 3) the providers' script were mole elaborate than the patients (customers)

並列關鍵字

Health care Marketing ； health care encounter ； cognitive script