The current study aims to develop a draft of health communication planner ’s guide that can be used as a basis to plan and evaluate mass media campaign for the purposes of promoting national health insurance related activities. The project has been conducted on thirty-three people who work in setting policies or implementing policies related to the National Health Insurance (NHI) plan. Other works completed in year one include critical review of both domestic and international related literatures, survey of expert opinions in health communication, marketing, public health and medicine. Consequently, the "Health Communication Programs - A Planning Guide" was drafted. The drafted manuscript consists of four parts: (1) overview, (2) the process of planning, implementation and evaluation, (3) the instrument, and (4) appendices. On the basis of year one research the following three conclusions are reached: (1) the Bureau of National Health Insurance (BNHI) should develop a data bank to store consumers media interests and factors related to success and failure of any related media campaigns, (2) the BNHI should organize a committee on health communication to make recommendations on planning, implementing and evaluating media campaigns, and (3) the BNHI should strengthen network relationship with community based organizations to support and to promote national health insurance policies.
中文關鍵詞
健康傳播，評價，社會行銷，效果
英文關鍵詞
health communication, evaluation, social marketing, effectiveness