台灣長期照顧2.0：政策行銷觀點之分析

Abstract

本研究運用政策行銷觀點來分析台灣長期照顧2.0。作者利用自定4個構面的行銷組合，在考慮外部環境因素下，分析台灣長照2.0政策之政策內涵、人力資源、財務資源及形象宣廣四面向。 研究使用文獻分析法，在擬定行銷組合和瞭解政策內涵上特別有用；也使用深度訪談法，針對公部門、專業人士、民間機構（服務提供者）、長照使用者四個類屬之資訊豐富個案進行訪談，該研究法在理解人力資源、財務資源和形象宣廣上特別有用；也運用優劣分析法和政策分析法，對訪談結果進行分析並提出政策建議。 研究發現長照2.0有許多劣勢和威脅，據此提出政策建議：多元化人力來源並建立證照制與人力資源資料庫、統籌規劃培訓課程、詳明政府各單位權責分工、放寬差異化和多樣化服務提供方式、開放私部門分享長照業務、評估外籍看護納入長照體系、多軌化長照財源、行銷長照、從觀念宣導著手、以客戶為導向、主動出擊協助民眾取得服務資源、放遠未來如建立居家醫療體系、落實友善公共環境等。 此外，後續研究建議：對於剖析政府財源、制度收支，有賴更多文獻參酌，也可能需要較多財務上的專業知識。This study aimed to analyze the long-term care (LTC) policy 2.0 in Taiwan based on the perspectives of policy marketing. With consideration of the external environmental factors and through the uses of the four components of marketing mix: subject content, human resource, financial resource and image advocacy, the author was able to evaluate Taiwan’s LTC policy 2.0. The literal review method was exploited in this study to select the marketing mix and to collect LTC policy information. The in-depth interview was conducted to collect opinions from information-rich cases, involving public officers, professional specialists, private institutes (service providers), and the LTC service users. This in-depth interview approach was extremely useful at analyzing human resources, financial resources and image advocacy. In addition, the SWOT analysis and policy analysis were used to evaluate the outcomes of the interviews. The results were used to provide suggestions for the LTC policy. Several findings and suggestions were proposed at the end of this paper, including (1) to diversify human resources, offer professional certificate and build a database, (2) to integrate the design of training programs, (3) to clarify the power and responsibility of every LTC-related authority, (4) to encourage providing differentiated and diversified services, (5) to share LTC business to private sectors, (6) to consider recruiting foreign caregivers in LTC system, (7) to multisource the finance, (8) to promote the image of LTC, (9) to educate the public about using LTC resources effectively, (10) to provide customer-oriented services, (11) to exploit potential customers actively, and (12) to plan in advance for future projects such as installing home medical care system and establishing friendly public environment. For future studies, it is recommended that studies related to governmental financial resources and balances should involve more literal reviews and more financial professionals.