| 摘要: | 醫療衛生教育是建立人們學習健康生活最重要的管道，在多元、活潑的台灣社會，醫療衛生教育的宣導也顯得迫切而需要；在政策宣導外，與人們健康相關的疾病知識、面對疾病的態度、及因此延伸而來的適應問題、甚至到生死兩端的關注，很多是民間組織在運作。 這一類型組織的成員很專業，也頗具理想性，然而受限於經費、人力、與運作經驗，只好邊做邊學，也有一些團體是從附屬於醫院的病友團體轉型而來，使命、任務、人事、行政等很難切割，以致呈現一個命題卻有好幾個單位在執行的狀況，因而造成工作重疊、資源浪費。 面對行銷時代，這些組織需要學習的是：突顯議題價值、發揮創意替自己的理念做行銷、建立媒體運用能力、內部管理技巧的提昇，如此才能確保與社會接觸的順暢，並彰顯組織績效。透過深度訪談與內容分析，本研究試著從康泰醫療教育基金會、早產兒基金會、蓮花基金會、台灣失智症協會的實務工作中，探看上述可能。
Medical and health education is the most important means by which people learn to live a healthy life. In the multicultural and vibrant society of Taiwan, the promotion of medical and health education has proved to be both imperative and necessary. Besides advocating policies, most of the subject matters related to people's health, such as knowledge of disease, attitudes when encountering disease and adjustment problems that follow, and even life and death concerns, are labored upon by NPOs. The members of these organizations tend to be professional and idealistic. Limited by funding, human resources and operational experience, they have to resort to learning through experienced. There are also some groups that have evolved from support groups affiliated to hospitals; hence it is rather difficult to separate from their existing mission, responsibility, personnel and administration. This results in many units executing tasks for one single proposition, causing repetitive work and a waste of resources. In today's marketing era, what these NPOs need to learn is to highlight an issue’s worth, explore creative ideas, market their ideals, harness the ability to utilize the media and improve internal management skills. Only then can they ensure a smooth interaction with society and improved organizational performance. Through in depth interviews and analysis, this research seeks to explore the abovementioned possibilities from the actual works of the Catholic Sanipax Socio-Medical Service & Education Foundation, Premature Baby Foundation of Taiwan, Buddhist Lotus Hospice Care Foundation, and Taiwan Alzheimer's Disease Association. |
