目的：醫療產業受限於醫療廣告之法規限制，除了以往藉由大眾媒體與設立官網等
方式傳遞訊息之外，近年來增加社群媒體的應用，本研究即在探討醫學中心如何運
用 Facebook 粉絲專頁（以下簡稱臉書粉絲專頁）進行醫療行銷。
方法：本研究針對五家經營臉書粉絲專頁之大臺北地區醫學中心，收集 2019 年第
四季之專頁內容，並依據按讚、留言數及分享數等進行分析。
結果：研究結果顯示，刊登內容以「醫院消息」篇數及留言數最多。民眾對不同的
內容按讚數也有顯著的不同，而「醫師介紹」篇數雖最少，但平均按讚數最高。資
訊分享以「衛教講座」平均分享次數最高。
結論：醫學中心臉書粉絲專頁可納入醫院管理之一部分，善用社群媒體的功能，增
加醫院與民眾之互動，可做為醫療行銷的一環，本研究可做為目前已有臉書粉絲專
頁及未來將成立臉書粉絲專頁之醫院運作的參考。

Objectives: Healthcare marketing is limited by laws and regulations. In the past,
healthcare institutes posted information through mass media and websites. However,
since social media applications have increased recently, this study explores how medical
centers use Facebook fan pages to conduct healthcare marketing.
Methods: From five Medical Centers in Taipei City and New Taipei City, we collectedt
and analyzed information from their Facebook fan pages for the fourth quarter of 2019.
Results: The results show that medical centers prefer to post “Hospital News”. Different
contents also have significantly different numbers of likes on Facebook. “Physician
Introduction” has the least number of posts, but it has the largest number of likes, while
“Health Education Lecture” has the highest number of shares.
Conclusions: Proper use of Facebook fan pages can be a healthcare marketing strategy
to increase the interaction between hospitals and the public.