我國長照政策行銷實踐與效益分析

Report on Long-term Care Policy Marketing Benefit Evaluation Result

張碩學(Chang, Shuo-Hsueh) ； 楊子申(Yang, Tzu-Shen)

《臺灣台北醫療聯盟學術期刊》 1期 (2021/01) Pp. 87-138

https://doi.org/10.29498/TMAAJ.202101_(1).0004

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。本研究為台北醫療聯盟接受衛生福利部委託，針對台灣民眾所進行的長期照顧政策調查，執行調查研究。目的在於了解民眾對於長期照顧政策内容認知、政策接收管道以及服務内容滿意度，以作為後續政策行銷及服務方針調整。首先根據上述研究目的與背景，針對長期照護相關政策文獻進行分析與探討，並從中整理台灣近年之長照政策内容、服務，潛在之劣勢，以及值得發揚之優點，做為後續形成問卷調查，並進行市調電訪，有效樣本數為三千，再以三千施行樣本加權，依政府公布之人口結構比例之性別、年齡別、分區別，採用多重反覆加權（Raking）方法進行樣本加權。同時，調整後樣本需通過與母體結構具一致性的檢定，再進行後續統計分析。本研究共召開兩場焦點團體交流會議，均由計畫主持人趙忠傑博士親自擔當中介者（moderator）引導會議流程，邀請之專家學者包括國內各大公私立醫院長照項目的主要負責人、學術界長照相關領域學者、以及在長照2.0中實際參與運作的機構代表。建議後續行銷廣宣方案，若是評估受眾的數量，可考量採用電視；若是設定受眾的背景為低年齡層則可考量採用網路平台、高年齡層則可採用電視。最後，得以下三大方向之宣傳方案供政府行銷廣宣政策使用：1.針對廣播／電視之傳統媒體2.針對數位媒體3.針對實體行銷，並且以分眾的方式，在未來持續作為長照政策的行銷方針，持續進行多元管道的溝通宣導。

關鍵字

長照政策 ； 行銷廣宣 ； 宣傳廣告 ； 新傳播媒體

並列摘要

Due to the rapid progress in the high-tech era, mass media plays a key role in social education and the definition of social values. The purpose of this research is to understand the public's awareness of long-term care policy content, policy reception channels and service content satisfaction, as a follow-up policy marketing and service policy adjustment. First, according to the above research purpose and background, analyze and discuss the long-term care-related policy literature, and sort out the contents and services of Taiwan's long-term care policy in recent years, potential disadvantages, and advantages worthy of development. As a follow-up questionnaire survey, and Conduct city transfer telephone interviews, the effective sample number is 3,000, and then the sample is weighted with 3,000. According to the gender, age, and division of the population structure announced by the government, the multiple repeated weighting (Raking) method is used to weight the sample. At the same time, the adjusted sample needs to pass the verification of consistency with the parent body structure before subsequent statistical analysis. Two focus group exchange meetings were held in this research. It is recommended that the follow-up marketing and publicity plan is to consider the use of TV if the audience is to be evaluated; if the background of the audience is set to be a low-age group, it may be considered to use an Internet platform, and a high-age group can use TV. Finally, the following three directions of publicity programs can be used for government marketing and publicity policies: 1. For traditional radio/television media 2. For digital media 3. For physical marketing, and in a focused manner, continue to be a long-term picture in the future The marketing policy of the policy, continuous communication and promotion through multiple channels.

並列關鍵字

Long-term Care Policy ； marketing ； advertising ； new media