探討醫務社會工作者參與醫院行銷之服務經驗─以衛生福利部所屬醫院為例

在醫院對行銷的重視及新管理主義趨勢下，對醫務社會工作服務內涵、角色功能等面向均產生了直接或間接的影響。本研究以衛生福利部所屬醫院之醫務社會工作者為主體，探討醫務社會工作者參與醫院行銷之服務經驗。醫務社會工作者參與醫院行銷乃屬於較少見議題，故本研究以深度訪談法進行研究現象的資料蒐集，資料分析方式採用訪談逐字稿編碼分析。研究對象選取採取立意抽樣，受訪對象為衛生福利部所屬醫院中服務於社會工作部門的主管及醫務社會工作者共計七位。本研究發現，衛生福利部所屬醫院之醫務社會工作者在參與醫院行銷之經驗可分為三個面向：對外關係經營、醫病關係經營及員工關係經營。醫務社會工作者參與醫院行銷之困難處可分為人力資源面、專業能力面、服務品質面、組織分工面、法規政策面及倫理兩難面六個層面。另外，反思醫院組織中醫務社會工作者參與醫院行銷的原因，包括基於醫院對社會工作者的想像、上位者經營管理之決策考量、醫務社會工作者專業特質合適性等因素。最後，本研究針對醫務社會工作實務工作者、專業社群、社會工作學界及醫院組織部分提出建議。

Under the emphasis of the hospital marketing and the trend of new managerialism, it has direct or indirect impact on the contents of medical social work services, role functions and other aspects. This study is based on the medical social workers of hospitals affiliated to the Ministry of Health and Welfare, and explore the experiences of medical social workers in hospital marketing. The participation of medical social workers in hospital marketing is a rare issue. Therefore, this study uses the in-depth interview method to collect data on research phenomena, then the data analysis uses interviewed verbatim coding analysis method. The subjects were selected by the purposive sampling method, and seven supervisors and medical social workers working in the social work department of the hospital affiliated to the Ministry of Health and Welfare were interviewed.The study found that the experiences of medical social workers participating in hospital marketing in the hospitals of the Ministry of Health and Welfare can be divided into three aspects: external relationship management, medical relationship management and employee relationship management. The difficulties faced by medical social workers in hospital marketing can be divided into six aspects: human resources, professional competence, service quality, organizational division, regulation and policy, and ethical dilemmas. In addition, the reasons for reflecting the participation of medical social workers in hospital marketing include factors such as the imagination of the social workers of the hospital team, the decision-making considerations of the management of the superiors, and the appropriateness of the professional characteristics of the medical social workers. Finally, this study proposes recommendations for medical social work practitioners, professional communities, social work academics, and hospital organizations.