Study on The Acceptability of Diabetes Education Film by Medical Staff.

• Main Authors: Yen, Hsiu-Fei, 顏秀妃
• Other Authors: Wong, Haw-Ran
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/59234106156976784177

碩士 === 輔仁大學 === 非營利組織管理碩士學位學程在職專班 === 104 === As the ongoing shift towards an aging society and change of lifestyle, chronic diseases are becoming the dominant form in the morphology of disease, and the age of patients is also getting younger. Diabetes, well-known as a chronic disease, is associated with the complicated metabolic system. In order to reduce the risks of diabetic complications, more precise monitoring of the blood sugar is able to delay the onset of diabetes and save the expenditure on healthcare resource, insurance and budget. The raging trend of reforms in healthcare showing that the role of “patients” is gradually shifted to "customers". Although medical services have a non-profit-oriented nature, but the emphasis on operating performance and the rise of consumer awareness in present society is still inevitable. This leads us to reveal the patient-centered model of service by adapting the concepts in marketing management.The communication techniques of the medical staff are essential to respond different needs and expectations of patients and their families.Furthermore, it is a critical issue to improve to the quality of medical service in order to minimize the expectation gap between that of patients’ and medical staff’s, and thus enhance patient’s health and safety. This research was completed by adapting qualitative study and in-depth interviews to the medical staff who use the diabetes educational videos as a tool for their service to diabetes patients. The recorded information was then reviewed according to the 4Ps of social marketing developed by Kotler as the research structure, andthe investigation on the needs and seeking behavior of multimedia materials for medical staff was there fore carried out. The results suggest that the use of videos for educational purpose indeed assisted the the medical staff to communicate better with their patients. This allowed them to provide more complete programs that suitable for individual patients;the patients,on the other hand, were able to be involved inthe decision-making process during the delivery of messages. Since the medical staff must provide the correct information to patients, the reliability and authority of video-making units will affect medical staff’s decision to accept the video or not. Celebrities’ appearance in the videos would increases the level of positive faith and attention to the patients, as well as to balance the information asymmetry between doctors and patients, and there for the medical staff were more willing to use videos as an assessment tool. “A workman must sharpen his tools if he is to do his job well.” Choosing the appropriate tool for health education assisted the medical staff to effectively assess patients’ needs is the first and most important step in health education.