電台廣播對銀髮族醫藥消費之影響

The influence of radio broadcast on the elderly medical consumption

根據衛生署抽樣全台40歲以上銀髮族，發現全台近四分之一聽過廣播賣藥，而會掏錢的聽眾高達一成五，其中電台廣播賣藥特別以銀髮族為訴求對象。電台藥品銷售，何以對銀髮族具備如此吸引力，這是本文的研究初衷。本文以行銷心理學與老人心理學的相關理論建構觀察架構，以九家涉及銀髮族藥品銷售之電台廣播節目為觀察目標，分析電台節目藥品促銷話術及節目設計如何影響銀髮族購買藥品之消費心理，以理解電台節目影響銀髮族藥品消費之心理因素。本文試圖分析老人收聽電台廣播與電台醫藥行銷二者之間，形成觀察（收聽）九個賣藥給銀髮族之電台節目的張本，據之整理電台廣播節目吸引銀髮族之特色何在。就方法上，本文對相關節目內容進行分析，性質接近內容分析法（Content analysis）。研究結論建議政府相關單位及民間社福團體，加強宣導如何與老人溝通的技巧；建議將能老人心理學及如何與老人溝通的技巧，納入十二年國教的基本課程內，從教育扎根，從小培育，以增進家庭和諧。讓周遭親友願意陪伴長者說話，讓銀髮長者們可以表達內心需求，降低銀髮族對藥物的依賴度，進而促進社會和諧。

According to a sample of silver-haired people over the age of 40 in Taiwan, the Department of Health found that nearly a quarter of all Taiwanese have heard drug sales on the radio, and 15% of the listeners would pay for it. Among them, radio sales of drugs are especially targeted by silver-haired people. Why is drug sales on the radio so attractive to silver-haired people? This is the original purpose of this study. This paper constructs an observation framework based on the related theories of marketing psychology and geriatric psychology, and takes nine radio programs involving silver-haired drug sales as the observation target, and analyzes how the drug promotion talk and program design of radio programs affect the consumption psychology of silver-haired people in purchasing drugs. , in order to understand the psychological factors that influence the consumption of drugs by the silver-haired people. This article attempts to analyze the relationship between the elderly listening to radio broadcasts and radio medicine marketing, forming a book of observing (listen) nine pharmacy radio programs selling medicine to the silver-haired, and sorting out the characteristics of the radio programs that attract the silver-haired . In terms of methods, this paper analyzes the content of related programs, which is close to the content analysis method. The conclusion of the study suggests that relevant government units and NGO should strengthen the publicity of how to communicate with the elderly; it is recommended to incorporate the psychology of the elderly and the skills of how to communicate with the elderly into the basic curriculum of the 12-year compulsory education law passed, from the root of education with compatible family relationship. Let the surrounding relatives and friends be willing to accompany the elders to communicate, so that the silver-haired elders can express their inner needs, avoid to the dependence of the silver-haired family on medications, and then promote social harmony.