衛生傳播中的醫療行銷－醫師的記者會對其門診量之影響

Medical Marketing in Health Communication: The Impact of Physicians' Press Conferences on the Number of Outpatients

張耀懋(Yao-Mao Chang) ； 張秀惠(Hsiu-Hui Chang) ； 謝敏青(Min-Ching Hsieh) ； 許怡欣(Yi-Hsin Elsa Hsu)

《台灣公共衛生雜誌》 30卷1期 (2011/02) Pp. 29-35

https://doi.org/10.6288/TJPH2011-30-01-04

摘要

目標：現代經營醫療機構除要講究醫療專業與服務品質外，尚須結合行銷觀念以建立正面形象與知名度。本研究旨在探討記者發表會的操作對醫師門診量之影響以及其效果之持續性。方法：本研究整合2002年至2003年台灣某知名診所召開記者會與門診資料人數資料。結果：部分科別醫師召開記者會與當科別醫師的門診量呈正相關，且持續一段時間。結論：召開記者會的行銷活動有助於門診病患人數之增加。

關鍵字

醫療行銷 ； 新聞行銷 ； 門診量 ； 報紙 ； 記者會

並列摘要

Objectives: The aims of this study were to understand the effect of press conferences on the number of new outpatients for medical clinics or physicians and to determine what particular medical news was correlated with the number of new outpatients for specific clinic divisions and physicians. Methods: Data were collected from a clinic in Taipei during the period from 2002 to 2003. Results: The results indicated that the impact of press conferences on the number of new outpatients was positive and persistent. Conclusions: Calling press conferences as a marketing device contributed to the increase in the number of new outpatients.

並列關鍵字

medical marketing ； news marketing ； outpatient amount ； newspaper ； press conference

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