台北市各級醫院公共關係之現況初探

A Preliminary Study of Current Public Relation Practice in Taipei Hospitals

陳珮嘉(Pey-Jia Chen)

指導教授 ： 呂淑妤

臺北醫學大學/公共衛生暨營養學院/公共衛生學研究所/碩士(2000年)

摘要

摘 要 在台北市競爭激烈的醫療環境中，作為醫院策略管理性工具的公共關係就顯的日益重要。本研究的主要目的在了解台北市各級醫院公共關係相關業務之現況，以及探討影響台北市各級醫院公共關係業務績效之因素。研究對象為台北市55家醫院中實際執行公共關係業務的部門主管或人員。本研究採用的研究工具為自行設計之問卷，並以面訪方式收集所需之資料。 本研究發現，台北市受訪醫院認為各項公共關係任務的重要性依序為塑造醫院良好形象、改善醫病關係、增進員工向心力、調解或減少醫療糾紛、俾利醫院政策推行。設有獨立公共關係部門的醫院，對社區關係的文化活動業務，較未設部門者投入更多的人力與時間。而不同等級醫院在媒體關係的各項業務、社區關係的文化活動業務、醫病關係的醫療糾紛處理、相關機構關係的民間團體聯繫溝通上，呈現出顯著性差異。在媒體關係方面，醫學中心、區域醫院較其他醫院投入更多的人力與時間。而影響醫院公共關係業務績效的影響因素，依次包括醫院院長對公共關係的認知與支持、公共關係部門的人力與經費、公共關係人員的特質與經驗、醫院員工的配合、醫院醫療品質與形象等。在醫院網頁方面，78%受訪醫院設有介紹醫院的網頁、34%具有網路掛號功能、39%具醫療諮詢的功能。本研究結果期望能對醫院公共關係業務提供一個切合實際的參考。

關鍵字

醫院 ； 公共關係

並列摘要

A Preliminary Study of Current Public Relation Practice in Taipei Hospitals The use of public relations as a strategic management tool have become increasingly important to hospitals, especially in the stressful competition in Taipei. The purpose of this study is to understand the current practice of public relations with different organizational structure, the factors of public relations effects. The objects of this study are the executives of public relations department of 55 hospitals in Taipei. A self-developed questionnaire was employed to collect data. This study revealed that the priority of missions of the hospital’s public relations are promoted the hospital’s image, improved the relations of patient, established employee common consensus, mediated or decrease medical dispute, convenient to carry out the hospital’s policy. For the hospitals, which have the public relations department, cultural activities of community relations are more active than without public relations department. In media relations, medical center hospitals and area hospitals are found to pay more attention to this aspect of public relations. The priorities of the factors of public relations effects are the public relations recognition and support of the chief of hospital, the manpower and budget of public relations department, the character and experience of the member who execute the public relations activities, the coordination of employee, the medical quality and image of hospital. In the home page of hospital in internet, 78% of hospitals have the home page which to introduce the hospital, 34% of hospitals have the function of registration, and 39% of hospitals have the function of medical consultation. It is hoped that the study’s findings will provide useful information in enhancing public relation in hospitals.

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