醫師個人FACEBOOK粉絲專頁之醫病互動內容分析研究

A Content Analysis of Doctor-Patient Interactions on Doctors' Facebook Fan Page

醫療與人們的生活息息相關，醫病互動是構築醫病間良好關係的重要一環，在社群媒體融入人們生活的今日，透過社群媒體所進行的線上醫病互動是促進醫病關係的重要途徑。本研究以醫師所經營之粉絲專頁作為研究對象，透過分析20位醫師所經營粉絲專頁中共計1000則公開貼文內容，探討現今醫師透過社群媒體欲達成之目的以及線上醫病互動的現況，藉由社群行銷之表現觀察醫師如何藉由粉絲專頁建立個人品牌形象，並分析病患隱私權對於醫師使用社群媒體的影響，發現醫師在粉絲專頁經營上的角色介於醫師與公眾人物兩者之間，實際經營模式有別於一般公眾人物，而粉絲專頁可以作為醫病間現實互動不足之管道，建立良好的醫病關係，另外，醫師亦可能因貼文內容公開病患相關資訊造成粉絲對病患隱私權之疑慮，最後依據發現之研究結果提出建議，作為醫師經營粉絲專頁之參考。

Medical is closely related to people’s lives. Medical interaction is an important part of creating a good doctor-patient relationship. Nowadays, social media has integrated into people’s lives, online doctor-patient interactions through social media is an important way to promote the doctor-patient relationship. This study refers to the fan page operated by the doctors as a target. According to the analysis of the contents of 1000 posts form 20 doctors’ fan page, exploring the object which doctors want to achieve through social media and the status of doctor-patient interaction online. Through representation of social media marketing to observe how the doctors establishing personal brand image by fan page. Analyzing the impact on doctors use social media from patient privacy. It is found that the role on fan page is between doctors and public figure, and fan page could be a way to offset the shortage of doctor-patient relationship in reality. In addition, doctors might infringe on patient privacy by make patient’s information public in the posts. This study is expected to propose the references to doctors operate fan page.