醫院運用Facebook粉絲專頁推廣健康促進與衛生教育的策略與挑戰

Abstract

本研究目的為瞭解醫院Facebook粉絲專頁設立的目標與管理策略及執行上面臨的倫理議題、挑戰與未來方向，選取臺北市四家不同規模的醫院，以深度訪談法，於2023年訪談該院Facebook粉絲專頁後台管理人員，且分析醫院Facebook粉絲專頁推廣有關健康促進及衛生教育貼文則數及網友按讚、留言、分享次數等。本研究結果發現醫院設立Facebook粉絲專頁目標包括：強化醫院形象塑造，增加多元行銷管道，加速訊息流通。在粉絲專頁管理上，廣納內容多樣性，並充分授權後台管理人員管理。在粉絲專頁內容上，所選取的四家醫院Facebook粉絲專頁，推廣健康促進與衛生教育貼文占該院總貼文自12.57%至80.29%，內容包括預防保健類、疾病治療類及衛生政策類。在粉絲專頁倫理議題上，各醫院均重視病人隱私且不以醫療廣告招攬業務，不任意貼文。在粉絲專頁挑戰上，仍面臨素材來源不夠豐富、內容不易趣味化、專業人才缺乏，且難以將網友吸睛度轉化為來客數等困境。本研究建議醫院可善用不同的社群媒體，投入更多專業人力與技術資源來製作健康媒材並提升民眾健康素養。

The purpose of this study was to understand the goals and management strategies of hospitals' Facebook fan pages, as well as the ethical issues, challenges, and future directions they face. The study selected four hospitals of different sizes in Taipei City and conducted in-depth interviews with their Facebook fan page administrators in 2023. Additionally, the study analyzed the number of posts related to health education, along with user engagement metrics such as likes, comments, and shares. The results showed that the goals of hospitals in setting up Facebook fan pages included strengthening the hospital's image, diversifying marketing efforts, and accelerating information flow. Authorized backend personnel were responsible for designing various materials. Posts regarding health education accounted for 12.57% to 80.29% of the total posts. The content covered preventive health care, disease treatment, and health policy. Hospitals placed great importance on patient privacy and avoided medical advertisements. The challenges faced by fan pages included insufficient sources of materials, difficultyin making content engaging, and difficulty in converting patient attention into visitor numbers.It is suggested that hospitals make good use of different social media platforms and invest more personnel and technical resources to develop heath education materials and enhance public health literacy.