A Case Study on the Policy Marketing of Colon Cancer Screening－in Taichung City

• Main Authors: Li-Hua Rang, 梁麗華
• Other Authors: Yahn-Bin Maa, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/82467046303444470310

碩士 === 逢甲大學 === 公共政策所 === 99 === Cancer is the leading form of unnatural death. Therefore, cancer prevention is being taken more and more seriously by the government and the people. Eespecially concentrating on cancer of the colon. The government provided treatment which hopes to reach early diagnosis and treatment is not effective. This study takes the point of view of “policy marketing”, taking Taichung County as the example. The study analyses the colon cancer testing policy targets、resources、methods、implementation and evaluation to identify problems encountered and propose improvements. In this study, qualitative research methods and in-depth interviews with 12 respondents including government officials, media correspondents, colon cancer, the general public, physicians and others are employed. A comprehensive analysis of the interview data found that 1. not enough attention is given to the problem by the people in power, there is a serious shortage of funding and manpower and a lack of marketing concepts and techniques to publicise the problem. Thus, this study suggests that the government should think of highly of colon cancer testing as a mission and complete the relevant amending the law and supporting measures. Allocate sufficient resources to improve the marketing content, in order to really improve the public acceptance of colon cancer .