請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/22221
標題: | 美麗的迷「網」─皮膚科醫師透過網路社群行銷品牌的策略分析 The Web of Beauty: Social Media Marketing Strategies of Dermatologists |
作者: | Siao-Jing Chen 陳筱晶 |
指導教授: | 谷玲玲(Lin-lin Ku) |
關鍵字: | 醫學美容,網路社群,社群行銷,品牌溝通, medical cosmetic,online community,social media marketing,brand communication, |
出版年 : | 2011 |
學位: | 碩士 |
摘要: | 近年社群風潮席捲全台,醫學美容業也加入這場盛會;以台灣最多人使用的社交網站Facebook為例,2011年7月已超過一千萬名台灣會員、還有上百筆皮膚科醫師、醫美診所成立的粉絲專頁。皮膚科醫師不僅是在診間解決皮膚問題的醫學專家,甚至可能成為分享美容心事的線上好友。
為了探究皮膚科醫師為何需要行銷?他們如何透過社群溝通與網友建立信任關係,營造品牌魅力?本報導採訪了皮膚科醫師、醫師網路社群成員、社群行銷專家、診所行銷公關及相關學者等29人。 報導發現,為了在健保預算控制外增加自費收入,許多醫療院所投入醫學美容市場。礙於醫療廣告法規限制,利用網路行銷的醫師和機構愈來愈多,皮膚科醫師也紛紛走出診間,藉由衛教宣導、廠商合作、媒體曝光及網路溝通等方式建立品牌形象。 在溝通策略部分,皮膚科醫師需要獨一無二的品牌定位、根據目標族群喜好選擇社群平台、謹慎回應負面留言、並且讓舊客戶幫忙創造口碑。此外,透過皮膚科醫師社群行銷不為人知的另一面,以及醫療法規和醫療倫理所設的溝通界線,期望幫助讀者認識醫師網路言行的可為與不可為,分辨可信任的資訊而不致迷失方向。 In recent years, social media have attracted most Taiwanese cyber users and the medical cosmetic industry as well. Take Facebook as an example, over 10 million accounts and hundreds of fan pages created by dermatologists and medical cosmetic clinics are located in Taiwan. Now, a dermatologist is a medical expert to any outpatient, and is more likely to be an online friend who may share your worries on how you look. In order to explore why some dermatologists need online marketing and how they establish relations of trust and convey their brand charisma, this in-depth report has interviewed 29 related people, including dermatologists, their marketing team workers, participating community members, social media marketing experts, and scholars, etc. This in-depth report finds that many hospitals or clinics develop medical cosmetic services paid by users, not by the National Health Insurance. Under the advertising restriction on medical services, more and more doctors or medical institutions do online marketing, especially dermatologists who build brand images through patient instruction, manufacturer cooperation, media exposure, and online communication. If dermatologists hope to benefit from online community communication, they may need unique brand positioning, select social media according to the preference of the target audience, respond to negative messages carefully, and spread good word of mouth by regular customers. Furthermore, this in-depth report reveals another side of social media marketing based on stories from these dermatologists, and talks about a few restrictions set by medical laws and medical ethics. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/22221 |
全文授權: | 未授權 |
顯示於系所單位: | 新聞研究所 |
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ntu-100-1.pdf 目前未授權公開取用 | 2.25 MB | Adobe PDF |
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