臺灣醫學中心Facebook官方粉絲專頁之經營現況

Abstract

隨著網路數位化快速發展，Facebook、Instagram、YouTube等社群媒體成為現代人獲取資訊、互動交流、建立社會連結之重要工具。如何有效運用網路新媒體增進醫病關係、傳遞健康資訊以及強化品牌形象，是醫療機構現今甚至是未來經營之挑戰與契機。本研究以國內醫學中心Facebook官方粉絲專頁為研究對象，透過觀察與分析醫學中心於社群媒體之應用模式以及使用者參與情形，從中了解醫學中心經營Facebook社群之現況。本文蒐集醫學中心粉絲專頁之公開基本資訊、應用之Facebook功能項目、各類動態資訊（貼文形式、主題）、管理者與使用者之留言類型，以內容分析法進行編碼分類，並統計按讚數、留言數以及分享數。此外，依據學者提出之互動層次、Facebook參與度衡量指標、管理者與使用者回應模式等分析醫療社群之醫病互動情形。研究結果顯示，醫學中心Facebook官方粉絲專頁在直播、連續短片、限時動態等具有顯著互動、吸引即時關注之功能項目實際使用頻率不高，單向傳遞資訊仍為醫學中心經營社群媒體之主要模式，其中以「院務資訊」為最多發佈之貼文主題。本研究並發現粉絲專頁管理者回覆使用者留言之頻率偏低，使用者對於貼文資訊亦大多僅以按讚、貼圖簡單回應，醫病對話程度不高。基於研究結果，本文建議醫療機構優化粉絲專頁貼文之多元性與互動性、區別官方網站與社群媒體資訊之差異、指派公關或企劃人員專責經營，發揮社群行銷之最大效益，以增進醫病互動關係。此外，建議未來研究可以跨平台分析比較，了解不同平台使用者之互動模式、內容偏好以及參與行為，亦可結合量化調查與質性訪談，深入探討醫病互動之實質效益。With the rapid development of digital networks, social media platforms such as Facebook, Instagram, and YouTube have become essential tools for modern people to obtain information, interact, and build social connections. Effectively utilizing new online media to enhance physician-patient relationships, disseminate health information, and strengthen brand image presents both challenges and opportunities for healthcare institutions today and in the future.This study focuses on the Facebook fan pages of medical centers in Taiwan. Through observation and analysis of the application models of medical centers on social media and the participation behaviors of users, this research aims to understand the current management practices of medical centers on Facebook. The study collects public information from these fan pages, including utilized Facebook features, various types of posts (formats and topics), and interactions between Page Admin and users. Content analysis is used to categorize and code posts based on their formats, themes, and the types of comments from both Page Admin and users, along with statistical data on likes, comments, and shares. In addition, this study analyzes the physician-patient interaction using interaction levels proposed by scholars, Facebook engagement metrics, and response patterns from both Page Admin and users.The results reveal that medical centers' Facebook fan pages rarely utilize highly interactive features such as live streaming, short video series, and stories, which can effectively attract real-time engagement. Instead, the predominant approach remains one-way information dissemination, with "hospital affairs" being the most frequently posted topic. Furthermore, the study finds that administrators respond to user comments infrequently, and users primarily engage with posts through simple reactions such as likes and stickers, resulting in a low level of physician-patient dialogue.Based on these findings, this study recommends that healthcare institutions enhance the diversity and interactivity of their Facebook posts, distinguish between content shared on official websites and social media, and assign dedicated public relations or marketing personnel to manage social media pages to maximize the benefits of social media marketing and improve physician-patient interaction. Additionally, future research could conduct cross-platform analyses to compare user interaction patterns, content preferences, and engagement behaviors on different platforms. Combining quantitative surveys and qualitative interviews could further explore the practical benefits of physician-patient interactions through social media.