護理形象的社會行銷策略:從專業內部與外部觀點探討

Abstract

研究背景與目的 護理人員是衛生照護系統的核心，而護理形象是必須克服的許多挑戰之一， 尤其當面臨人力短缺的挑戰中，護理的負面形象是特別有害的， 但是針對護理形象為主題研究卻不多，因此本研究將透過整合性的觀點以及媒體的內容分析資料，初探目前的護理形象，及對於以社會行銷建構正向護理形象的看法與元素。 研究方法 本研究以質性訪談的方式為主，根據社會行銷策略性規劃的四個主要問題，編寫之訪談大綱，對內部與外部觀點的不同階層人員進行訪談；輔以內容分析法，分析報紙媒體搜尋出關於護理形象的新聞報導資料，所呈現的新聞內容與面向。 結果與結論 報紙分析部分，以關鍵字搜尋聯合知識庫近五年台灣地區的新聞，有393篇護理相關新聞，其中主題類目最多的是與護理人力相關的討論，其次是有關優良護理人員的報導；方向類目方面，事實陳述略多於正面形象與負面形象，不過比率差距不大，約各占三成左右。 訪談部分，103年3月至5月共訪談內部觀點20人、外部觀點10人，結果發現護理人員所察覺公眾對護理的看法，相較他們的自我專業認知以及公眾所感知護理的形象來的負向；而大多數的訪談者都同意護理有需要克服的形象問題，而使用社會行銷強調護理的價值，可以改善護理的形象，而以專業性、陪伴傾聽、成就感、受尊重的等元素，可以同時提升內、外部觀點人員正向的護理形象。

Background and Purpose A long-term challenge to the nursing profession is the concept of image. Today, while we’re in the midst of a major nursing shortage, a negative image of nursing is especially damaging. However, studies in this area are limited. This study was grounded in social marketing theory to explore and improve currently the image of nursing. Study Methods This qualitative study were conducted in-depth interviews with different personnel of the internal and external perspectives, interview outline was based on main components of a social marketing plan. Supplemented by content analysis, first searched out news about nursing image on newspapers, and then analyzed their content and presentation of news-oriented. Results and Conclusions In the media analysis section, subjects of analysis included United Daily News Group. A sample of 393 reported stories between 2009 and 2013 was selected. On theme category, the most discussed topics were nursing shortage, followed by stories on the excellent nurses. On direction category, neutral news was little more than positive one and negative one, but roughly one-third each. In the interviews section, interviews with internal and external perspectives were 20 and 10, respectively. The results showed that nurses' perception of the public's image of nursing was much more negative, compared to their self-image and public's perception of nursing. The majority of interviewees agreed that nursing has some image problem, and using of social marketing to emphasize the value of nursing would improve the image of nursing. The elements to enhance the positive image of nursing are professional, companion and listener, self-fulfillment, respected.