| 中文摘要 |
衛生福利部食品藥物管理署（下稱食藥署）每週五定期出刊「藥物食品安全週報」（下稱週報）電子版，提供民眾各類食品、藥品、醫療器材（下稱醫材）及化粧品實用或最新、重要政策資訊。本研究透過分析民國111年出刊之週報網頁後台、媒體引用相關數據及訂戶線上滿意度調查等結果，做為後續週報維運、行銷推廣之改進參考。由週報之成效分析發現，111年度週報網站總點閱數為40萬3,143人次，每期文章平均點閱數為7,746人次；出刊之內容獲轉載或引用總數計1,346則，最主要轉載或引用的單位以新聞媒體為主（71.0%）。另外，在內容部分，可看出相較於政策布達等主題，與民眾日常切身相關的食品/食具、藥品、醫材及化粧品之使用、挑選、迷思破除等資訊較能引起民眾及媒體關注與點閱；另外，民眾對食藥署週報滿意度高達95%以上，對於週報刊載之主題及內容，亦覺得淺顯易懂且符合其需求。針對民眾回饋期望能看到之資訊，除將做為食藥署後續週報主題規劃參考外，並持續進行週報之行銷推廣，期透過提高文章之點閱數、媒體曝光率達到提升民眾對食藥醫粧議題的正確認知。 |
| 英文摘要 |
The electronic“Drug and Food Safety Weekly Letter”(hereinafter referred to as the Weekly Letter) was published every Friday by the Taiwan Food and Drug Administration to provide the public with practical, updated, and important policy information related to food, drugs, medical devices, and cosmetics. This study analyzed data from the website management system, citations by media outlets, and satisfaction survey of subscribers of the Weekly Letter in 2022 to provide a reference for improving the operation and marketing strategies. The analysis found that the Weekly Letter received a total of 403,143 page views, and the average number of views per article was 7,746 in 2022. Contents from the Weekly Letter were republished or cited 1,346 times in total, primarily by the news media (71.0%). In terms of contents, it was found issues more closely related to people’s daily life, such as consumption, selection, or demystification of food/utensils, medicines, medical devices, and cosmetics, were more likely to attract public and media attention. In addition, the level of public satisfaction with the Weekly Letter was over 95%, and it was acknowledged that the topics and contents were easy to understand and meet public needs. In order to raise public awareness of issues related to food, medicines, medical devices and cosmetics by increasing the number of online clicks and media exposure, the feedback from the public will be used as a reference and efforts will be continuously made to promote the Weekly Letter. |
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