供需平衡性理论视角下的处方药信息传播满意度分析

Analysis of prescription drug information dissemination satisfaction from the perspective of supply-demand balance theory

摘要

目的: 基于供需平衡性理论分析当前处方药信息传播中供需适配情况,探讨公众对处方药信息传播的满意度,提出改进建议,以促进处方药信息有效传播。方法: 供给端采用访谈调研法针对8家医药企业进行深度访谈。需求端采用线上问卷调研的方式,对分析结果进行描述性统计和相关性、可及性、相适性和质量4个维度适配性分析。结果: 医药企业采取线上线下多种渠道进行信息供给,但局限于疾病科普。需求端回收有效问卷560份,66.8%的被调研对象对处方药信息获取意愿较强,公众普遍对滋补养生类、常见病处方药信息的需求更高,更关注不良反应、禁忌证等提示性信息。结论: 当前处方药信息传播存在供需错配现象,建议从建立处方药信息与广告界定机制、加强处方药信息科普知识宣传、严格新型媒介中处方药信息监管三方面促进处方药信息供需平衡。

Abstract

Objective: To analyze the current supply-demand matching in prescription drug information dissemination based on supply-demand balance theory, explore public satisfaction with this dissemination, and propose improvement recommendations to enhance the effectiveness of prescription drug information dissemination. Methods: On the supply side, in-depth interviews were conducted with eight pharmaceutical companies using the interview survey method. On the demand side, an online questionnaire survey was administered, and descriptive statistics and an analysis of fit across four dimensions-relevance, accessibility, appropriateness, and quality-applied to the results. Results: Pharmaceutical companies utilize multiple online and offline channels for information provision, but these are primarily limited to disease popularization. On the demand side, 560 valid questionnaires were collected, with 66.8% of respondents expressing a strong willingness to access prescription drug information. The public generally demonstrates higher demand for information on health supplements and common-disease prescription drugs, while placing greater emphasis on precautionary information such as adverse reactions and contraindications. Conclusion: Current prescription drug information dissemination exhibits a supply-demand mismatch. Recommendations include establishing a mechanism to distinguish prescription drug information from advertising, enhancing public education on prescription drug science popularization, and strengthening regulatory oversight over prescription drug information on new media platforms to promote supply-demand balance.

关键词

处方药信息 / 供需平衡性理论 / 信息传播 / 满意度 / 适配性分析

Key words

prescription drug information / supply-demand balance theory / information dissemination / satisfaction / fit analysis

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