媒體曝光因子對醫師門診量之影響

The Impact of Media Exposure Factors on Physician Outpatient Service Volume

張惠珠(Hui-Chu Chang)

指導教授 ： 林能白

國立臺灣大學/公共衛生學院/公共衛生碩士學位學程/碩士(2013年)

https://doi.org/10.6342/NTU.2013.10617

摘要

研究背景
隨著健康保險在各國實施，醫療環境大幅改變，醫療機構日益競爭，醫院要獲得顧客認同，須具備專業、良好的服務品質與正面形象。爭取媒體曝光，是醫院形塑優質形象與提升知名度的良方，且醫師的意見能影響民眾的就醫行為。

本研究以某區域級大學教學醫院為對象，探討媒體曝光因子含記者會與媒體曝光次數對醫師門診量的影響、與影響效果的持續時間，期望研究結果能提供醫院在有限預算下，施作醫療行銷之建議與參考。

研究方法
本研究以2011年至2012年期間，某區域級大學教學醫院醫師所參與的記者會、媒體曝光次數與醫師門診量為研究材料，進行實證分析。

本研究以皮爾森（Pearson）積差之相關分析，探討記者會、媒體曝光次數與門診量之相關性。並透過單因子變異數分析（One-way ANOVA）比較記者會與媒體曝光次數，對醫師門診量之影響效果。

研究結果
1. 記者會與媒體曝光次數對醫師門診量具有正向影響，其影響效果的持續時間為記者會低於媒體曝光次數（記者會對醫師門診量的影響持續時間含當月與次月門診量；媒體曝光次數的影響持續時間則含當月、次月與次次月門診量）。

2. 以科系來看，記者會與媒體曝光次數對外科系門診量具有正向影響，且記者會的影響效果亦低於媒體曝光次數（記者會對外科系門診量的影響持續時間含當月與次月門診量；媒體曝光次數的影響持續時間則含當月、次月與次次月門診量）。

3. 以科別而言，記者會與媒體曝光次數對一般外科與血液腫瘤科影響顯著，且記者會的影響效果仍然低於媒體曝光次數（記者會對一般外科門診量的影響持續時間含當月與次月門診量；媒體曝光次數的影響持續時間則含當月、次月與次次月門診量。記者會與媒體曝光次數皆僅對血液腫瘤科當月門診量影響顯著）。

研究結論
1. 醫師門診量受到記者會與媒體曝光次數影響，比較其影響時間長短，則記者會影響效果不如媒體曝光次數的影響效果。

2. 以科系來看，則記者會與媒體曝光次數對外科系門診量的影響效果大於內科系，且影響持續時間仍為媒體曝光次數較記者會長久。探究原因，可能是因為外科系的議題塑造較為鮮明，加之創新的醫療手術、新穎的儀器設備與成功案例現身說法等，容易讓記者印象深刻，且新聞報導曝光後，也較吸引民眾的關注目光。反觀內科系實證結果未達顯著性，可能原因來自於樣本數太少。

3. 以科別而言，記者會與媒體曝光次數對一般外科與血液腫瘤科門診量，具有顯著影響。其中，對一般外科為正向影響，且媒體曝光次數的影響效果優於記者會。但血液腫瘤科則呈現負向影響，且記者會與媒體曝光次數皆僅對當月門診量影響顯著。探究其因，可能由於樣本數太少或民眾對於腫瘤疾病的畏懼與抗拒心理因素影響，也有可能是受到醫療保險理賠制度限制，導致民眾偏好住院治療，以獲取癌症醫療保險的理賠，因此對於門診量產生負向影響。

關鍵字

媒體曝光因子 ； 記者會 ； 媒體曝光次數 ； 門診量 ； 醫療行銷

並列摘要

Background
The health care environment has changed dramatically since the implementation of Health Insurance in the Country. Health Care Institutions are competitive and need to gain customer recognition through setting up professional, high quality services and a positive image. Physicians’ opinions can influence people’s medical behavior. Gaining media exposure is a good way for shaping Hospital image and visibility.

Use the university teaching hospital as the research object. Understand whether press conference and media exposure factors significantly influence physician outpatient service volume and the duration of the effects. Hope the result can be used for Hospital under the limited budgets in marketing promotion.

Methods
Use a university teaching hospital data as the research materials in 2011-2012 to empirical analysis physician participation press conference, media exposure and physician outpatient service volume to find out the effects of media exposure effect on People’s memories.

Use the Pearson’s correlation analysis to find the correlate between the press media exposure and the outpatient service volume. Through One-way ANOVA analysis to compares the press media exposure and physician’s outpatient service volume.

Results
1. The empirical results show that media exposure factors have significant impact on physician outpatient service volume. The duration of the effects on physician outpatient service volume by press conferences is shorter than that of the effects of media exposure (press conference on physician outpatient service volume up to two months and media exposure up to three months)

2. For the Surgery Department, holding press conferences and media exposure have significant impact on physician outpatient service volume. The duration of the press conference effects is shorter than the media exposure effects (effects of press conferences on physician outpatient service volume up to two months and effects of media exposure up to three months)

3. Among different clinical divisions, press conference and media exposure have a significant result in General Surgery and Oncology. The duration of press conference effects on the physician outpatient service volume in General Surgery lasts up to two months, while the duration of media exposure effects lasts up to three months. Oncology’s press conference and media exposure only have a significant effect on physician outpatient service volume for a month.

Conclusions
1. Generally, physician’s outpatient service volume has effects by press conference and media exposure. Compare the effect result, the press conference is lower than media exposure.

2. Among different medical departments, holding press conferences and media exposure have larger effects in the Surgery department than in the internal department. Reasons may include intriguing topics, innovative machinery, new surgical methods and successful cases, making it more attractive to people and more memorable. The Internal department did not yield significant empirical results, perhaps due to the limited sample size.

3. Among different Clinical Divisions, press conference and media exposure only have significant results in General Surgery and Oncology. In the General Surgery, press conference and media exposure showed positive results and the duration of the media exposure effects is higher than that of the press conference effects. However, Oncology showed negative results. The physician outpatient service volume was affected both by press conferences and media exposure only for a month. Root out the reason, it might be due to the small sample size or people fear and resistance the Oncology in psychological factors. It also may be limited by the medical insurance claims system only can get the reimbursement for inpatients so have the negative influence in outpatient services.

並列關鍵字

media exposure factors ； press conference ； media exposure ； outpatient service volume ； medical marketing

參考文獻

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