以焦點團體法探討健康促進育成中心之成立與運作模式

Application of focus group interview in the establishment and subsequent operation of a health promotion incubation centers

本研究旨在探討以健康促進育成中心在決定成立與運作模式所必須考量的要素與策略。採用焦點團體訪談，共計8 位健康促進相關領域專家與實務工作者參與，並以內容分析法進行資料探索。從訪談資料歸納出5 個主題(themes)及24 個類別(categories)，健康促進育成中心設立的主題包括「符合社會需要但並非各地皆可適用」、「在地化、社區化、自給自足」、「永續經營」、「提供收費的健康促進課程或計畫」、「可行的管理模式」。依據不同主題向下延伸相關類別(categories)，依據主題分別為：1-1 推廣健康促進概念；1-2 嘗試創意計畫；1-3 與大學相關科系產學合作；1-4 注意城鄉不同需求；1-5 提供差異性服務；1-6 需有營運利基；2-1 存在意義；2-2 結合社區特色發展營運模式；2-3 要推廣使用者付費觀念與建立付費機制；2-4 為潛在消費者量身打造的營運模式；3-1 運用科技力量建立創新營運模式；3-2 平台的專業人力可以進行產業輔導；3-3 建立消費者需要的產銷模式；3-4 結合社區特色，讓青壯人力返鄉經營；3-5 運用退休人力降低人事成本；3-6 進行評價展現健康促進效果；4-1 申請公部門計畫或開設類似坊間知名的健康課程；4-2 課程免費但收實作課程材料費；4-3 幫社區或職場規劃量身打造的健康促進活動；5-1創造有故事的產品或服務；5-2 開發產品或服務的附加價值；5-3 事業體或志業體的經營模式；5-4增進對消費者的吸引力；5-5 創造新意象。以焦點團體法來探討健康育成中心之成立與運作模式，探討多元的可能性，有助於提供中心設立與運作的參考。

The objective of this study was to investigate factors and strategies that health promotion incubation centers (HPICs) must consider prior to their establishment and subsequent operation. A focus group interview method was adopted, in which eight experts and practitioners from health promotion fields were recruited. We used a content analysis to identified five themes and 24 evolving categories. The themes are listed as follows: (1) HPICs meet the needs of the society; however, they are not suitable for all regions; (2) the localization and “communalization” of HPICs as well as them being self-sufficient; (3) sustainable HPIC development; (4) provision of paid health promotion programs or plans; and (5) feasible HPIC management models. Concerning the 24 categories, they are described as follows: (1)-1 promote the concept of health promotion; (1)-2 implement creative projects; (1)-3 cooperate with university departments; (1)-4 pay attention to the different needs of urban and rural areas; (1)-5 provide differentiated services; (1)-6 embody niche operation; (2)-1 serve a purpose; (2)-2 highlight unique community characteristics to operate; (2)-3 promote the concept of user fees and establish a payment system; (2)-4 build a personalized mode of operation; (3)-1 create an innovative mode of operation by utilizing technology; (3)-2 provide counselling to professionals working on platforms; (3)-3 develop a production and marketing model for consumers’ needs; (3)-4 draw youngsters back to work in their community through the unique characteristics of the community; (3)-5 reduce personnel costs by using retired personnel; (3)-6 evaluate and showcase health promotion results; (4)-1 apply for public programs or open locally renowned health classes; (4)-2 offer free classes but paid course materials; (4)-3 help communities or businesses plan their health promotion activities; (5)-1 design products or services that have their own history; (5)-2 create added values to products or services; (5)-3 adopt a for-profit or not-for-profit business model; (5)-4 enhance consumer appeal; and (5)-5 create a new image. The results can serve as a reference for establishing and operating HPICs.