醫學中心電子報之消費者健康資訊內容分析研究

Medical and health information consumers regard tend to prioritize information provided by medical professionals and institutions. Medical institutions may facilitate health information communication by taking the advantages of eNewspapers. This study aims to investigate 17 titles of e-Newsletters published by 15 medical centers in their reporting style, themes of the reports, and the target audience. This study collected 17 titles of e-Newsletters published by medical centers backtrack from April 2014, resulting a total of 204 issues which include 4,582 pieces of news of published eNewspaper. Content analysis was used to investigate the eNewspaper' reporting style, themes of the reports, and the target audience. As results, ＂Service-oriented＂ report has the highest coverage of 52.03%; reporting style is mostly ＂general assignment reporting＂ (25.21%); most common themes of reports are ＂Hospital information＂ within the category of Hospital Services (40%); over half of the eNewspapers are targeted at general audiences. In a conclusion, the content of e-Newspaper of medical centers in Taiwan is primarily focused on the institution-based service orientated reports. It is suggested that the medical centers may provide the content that is most relevant and accurate to the health agenda, so that citizens' health awareness may be improved and the stickiness to the medical centers may be strengthened.