大众传媒影响医疗新技术传播的实证研究

Empirical research about effect of mass media on spread of new medical technology

目的探讨电视、报纸等大众传媒在医学内镜诊疗技术传播中的重要作用。方法以湖南省长沙市某三甲医院为研究对象,通过连续5年的问卷调查掌握该院门诊患者认知"内镜诊疗技术"的主要媒体形式、对该新技术的认同程度变化,并统计每年的媒体传播强度与内镜手术数量,回归分析了解两者的相关性。结果 5年内发放问卷1500份,收回有效问卷1430份,回收率95.33%,从2005年开始,来该医院就诊的患者认知"内镜诊疗技术"的媒体形式主要是电视和报纸,其次是广播、杂志;5年中,电视、报纸、网络和手机的比例呈现上升趋势,而广播、杂志则呈下降趋势,患者对于该医疗新技术的认同程度逐年上升,由2005年的79.84%上升至2009年的94.00%;每年媒体传播强度与该院内镜手术数量均稳步增长,两者呈直线相关(R2=0.9828,P<0.01)。结论大众传媒能有效推动医疗新技术的传播,合理的传播策略是医疗新技术获得广泛认知、认同的重要途径。

【Objective】To investigate the important role of mass media such as television,newspaper and so on in the spread of medical endoscopic technology for diagnosis and treatment.【Methods】An upper first-class hospital in Changsha of Hunan province served as the investigative object.Questionnaire search in consecutive 5 years was performed for collecting the main media information through which outpatients got access to endoscopic technology for diagnosis and treatment,as well as identification degree changes of outpatients on the new medical technology.Both media spread intensity and the amount of endoscopic surgery were recorded every year so as to demonstrate their association with regression analysis.【Results】Totally 1500 questionnaires were distributed in 5 years,1430 of which were effectively retrieved with recovery rate of 95.33%.The main media,through which outpatients got access to endoscopic technology for diagnosis and treatment in the hospital,were television and newspaper,broadcast and magazine ranked the next.In 5 years,a rising tendency existed on the percentage of television,newspaper,network and cell phone,compared with a downtrend on that of broadcast and magazine.The identification degree of outpatients on the new medical technology rose year by year from 79.84% in 2005 to 94.00% in 2009.Stable growth yearly occurred in both of media spreading intensity and the amount of endoscopic surgery with linear correlation between them（R^2 =0.9828,P〈0.01）.【Conclusion】Mass media can effectively facilitate spread of new medical technology.The appropriate spread strategy for new medical technology is the important approach to extensive recognition and identification by patients.