Hospital network public opinion refers to public opinion crises involving medical safety and doctor-patient relationship that are formed and disseminated on the Internet and have or may have a negative impact on the normal order of the hospital and its social image. Compared with other areas of online public opinion, hospital online public opinion is characterized by the following aspects:
(1) One-sidedness of content
Because of the specialization and complexity of medical knowledge, the choices of some tests, medications, and surgeries are really beyond the comprehension of ordinary patients. Therefore, it is inevitable that the excessive examination, drug abuse, and medical incidents defined by netizens are subjective, and may even be misjudged. Secondly, Chinese netizens are a large group of people, and the complex social and psychological dynamics of China's netizens make it easy for irrational and overly subjective voices to gain the upper hand. Therefore, once a minor controversy or incident involving hospitals or medical staff arises, social sentiments are unprecedentedly unanimous, almost unanimously on the side of the patient. In addition, in recent years, a small number of media outlets have distorted information about hospitals for the sake of attracting attention, provoking the netizens to stir up trouble, and even inducing and controlling the occurrence and development of certain incidents, misleading the public and creating a bad impact on the hospitals concerned.
(2) Difficulty in controlling public opinion
Medical issues are of immediate concern to the people, and have always been the center of attention of the public, public opinion, and the media. Once released, headline articles such as "××Hospital kills people like grass" and "××Doctor's medical morality is degraded" can immediately cause netizens to gather around and quickly spread through forums, blogs, microblogs, microblogs, WeChat, QQ groups, cell phone text messages and other means of communication, and are extremely easy to incite It is very easy to incite public emotions and push the hospital and medical staff to the tip of public opinion. Once netizens make use of the anonymity and hidden nature of the Internet to spread irrational public opinions freely without restriction or control, and even ferment, amplify and distort them, it will bring even greater difficulties and challenges for us to control and guide the public opinions related to the prosecution network.
(3) Destructive consequences
Once an Internet public opinion breaks out, a flood of comments, solidarity, or rebuttals will ensue, even leading to direct accountability of government departments. If not handled properly, it will not only affect the image of the hospital and its medical staff, but also the public's understanding of the medical profession as a whole. In some cases, it will lead to vicious incidents such as the snatching and smashing of medical equipments, verbal abuses, beating and killing of medical staff, which will further aggravate the tension in the relationship between doctors and patients. The result is not only greatly dampen the enthusiasm of medical workers, the ultimate damage is still the patients themselves.
2. Suggestions for responding to medical online public opinion
Based on the characteristics of online public opinion, and targeting at different platforms and contents of public opinion, the author believes that it is necessary to strengthen the construction of public opinion response mechanism in the following six aspects.
(1) Establishing an emergency response plan for online public opinion
After the occurrence of a public opinion event, what patients want to know most is the hospital's corrective measures, attitude, and the impact of the event on the patients, and the hospital's first-time response and positive attitude can help to mitigate the impact of the crisis event. The establishment of an emergency plan can quickly mobilize hospital resources to avoid, minimize and eliminate the negative impacts caused by public opinion emergencies to the maximum extent possible, and grasp the initiative to guide public opinion. Special attention should be paid to the fact that the emergency response plan should emphasize the first time to make a statement, the official statement is sincere, tightly worded, objective, and does not avoid the netizen's questioning points.
(2) Effectively improve the level of departmental management
The director of the department, the head nurse is the direct person in charge of the management of the department, their overall quality to a large extent directly determines the level of management of the department as well as the implementation of the hospital's various policies and systems. Therefore, the hospital must improve the management level of the middle cadres to do more homework, to improve the middle cadres to improve the selection, appointment mechanism, to achieve meritocracy, meritocracy; to strengthen the management of knowledge training, to help improve the management ability of middle cadres; to strengthen the inter-hospital exchanges, learning from the hospital's advanced management experience.
(3) Improvement of medical level and quality by assessment and selection activities
Medical level and quality are always the most important concerns of patients, therefore, medical institutions can only reduce the incidence of public opinion by practically improving the quality of medical care. In the specific operation, can be combined with the actual hospital, medical disputes, the rate of indebtedness, the rational use of drugs, service complaints into the department/personal assessment, directly linked to bonuses, praise, promotion. It can also be "quality service department", "four no department" (no service complaints, no medical disputes and accidents, no medical compensation, no medical arrears), "hospital civilized service star" and so on. The "Four No Departments" (no service complaints, no medical disputes and accidents, no medical claims, no medical debts), "Hospital Star of Civilized Service" and other selection activities are used as a handhold to advocate a good atmosphere for quality service and to improve the level of medical service. In addition, it is also necessary to speed up the construction of the talent team and discipline group, through the "invited in, sent out" and other ways to help improve the business level of medical personnel, to build a reasonable talent gradient, and strive to create advantages, ace discipline.
(4) to create a "one-stop" service
Currently, some hospitals in the complaint department is still set up for the "each in their own way", that is, the medical department is responsible for medical complaints, hospital office or other functional departments are responsible for the service complaints, so that the setup is easy to lead to inter-departmental shirking of responsibilities. Such a setup can easily lead to inter-departmental shirking of responsibilities and inefficiency. It is understood that many Internet public opinions are triggered by the fact that complaints within the hospital are not resolved in a timely manner or the results are not satisfactory. "One-stop" service is conducive to streamlining and optimizing the process, and greatly improves patient satisfaction. The so-called "one-stop" service should include three one's: one department, one staff and one system. A department refers to the establishment of a specialized section, many hospitals are now named doctor-patient relationship promotion office, responsible for all the hospital complaints reception, registration, processing, feedback. One person means that each complaint must be implemented to realize the reception of a special person, responsible for the end. One system refers to the first-question-responsibility system, that is, the first department/individual who receives the first inquiry as the first-question-responsibility department/person, regardless of whether it belongs to his/her scope of responsibility, should be responsible for answering or guiding the other side of the question, and should not be shirked, rejected, or stonewalled under any pretext until the question is resolved to the satisfaction of the person concerned.
(5) Use a variety of communication tools
In recent years, with the rise of microblogging microblogging and other real-time communication tools, more and more hospitals have also begun to register to use the official microblogging, microblogging. However, there is still "formalism" in the specific use of each hospital. Take Peking Union Medical College (PUMC) Hospital as an example, as of December 31, 2013, the official microblog of PUMC has been registered for 916 days, and the number of microblogs released (including retweets) is 1,541, and the content published mainly involves news, lecture announcements, health science, hospital culture, etc., with very little involved in the guidance of doctor-patient relationship and the comments on doctor-patient events. Therefore, how to make good use of the hospital's official microblogging microblogging, so that it can become a bridge and link to improve the relationship between doctors and patients is the current direction of the efforts of each medical institution.
(6) Leveraging professional online opinion monitoring companies
In order to fully grasp all kinds of public opinion information of hospitals in the first time, medical institutions can join hands with professional online opinion monitoring companies such as Doritos Public Opinion Data Analysis Station System. By leveraging the power of professionalism, we can ensure that we are aware of the needs, ideas, opinions and even complaints of netizens in a timely manner, and screen and feedback information to the relevant departments according to the content of public opinion, in order to urge the departments to "make corrections where there are no corrections".