網路社群媒體於醫療產業應用之研究–以北部某大學附設醫院為例

Abstract

健康照護產業是全世界每個人都關心的領域，因為每一個人都使用得到，我們在每天的電視新聞看到最先進的醫學研究成果，我們也看到某些生病到治癒的感人故事，因而鼓舞了無助的病人。而社群媒體的快速性興普及性與跨地域性，會讓這種故事幫助更多人。本論文藉由個案研究之質性研究法，研究北部某大學附設醫院，此個案醫院與產業的現況，面臨的問題，如何利用科技達成智能醫院，利用何種平台進行醫病溝通，導入社群媒體的可行性與概念性架構研究，目前導入的進程，與導入後可能的影響，並分析導入社群媒體的阻力與助力，以提出一個布建社群媒體，經營線上品牌的建議。最後我們研究顯示醫院的品牌管理過去隱而不提，但未來因為線上世界快速轉變，醫院應重視並快速進入社群媒體建立品牌資產的重要時機。

Social media has become an important tool of marketing and customer management for any organizations. As recent medical research indicated that social media has a gradually important impact on hospital management, this research thus attempts to explore the usage of social media for hospitals. A case study on social media adoption in healthcare industry was then conducted. A university hospital in north Taiwan was selected and its operation data was collected. Results revealed how this hospital applied social media and technology in daily operation, and how the patients and their family communicated with health care staff at different technological platforms. An adoption model of social media was then proposed. This study also indicated that social media adoption in healthcare industry may increase hospital brand equity and be used as a public relation engine. Implications and directions for future research were then discussed.