Demands Of Patients, Current Status And Countermeasures Of Hospital Propaganda Work In New Media Era

Objective The purpose of this study is to survey the present situation of propaganda work in the hospital and the demands of patients in the new media era, proposed corresponding countermeasures for the hospital cultural construction and development in the future, and provide the basis for the improvement of the hospital prestige and establish a good image.Methods Convenience sampling method was used to selected 200 hospitalized patients as the research subjects in the hospital in Qiqihar city. The self-made questionnaire was used, of which contents included the general situation of the investigated subjects, the factors affecting the choice of hospital, whether choosing the hospital because of the propaganda advertisement, the way of understanding hospital information,propaganda form and content, suggestions, and so on. When spreading questionnaires,survey purpose was explained to patients or their family members and the consent was obtained, then questionnaire survey was conducted one by one. Data was analyzed after data collection. Through analyzing statistical data, the demands of patients for the propaganda work of the hospital, the current situation and problems in propaganda work and corresponding countermeasures were studies.Results There were 200 patients or family members in this study, including 95 males and105females; age mainly ranged from 18 to 60 years, 31~45 years of age was the most;education level was generally low, junior middle school education level and below accounted for 44.5%, college cultural level and above was only 24%; more hospital patients were form the city or surrounding towns, and rural patients were less,accounting for 25.5%; Among the factors of hospital selection in 200 hospitalized patients, the first three were the "relatives and friends recommendation”(56%),"convenient transportation"(40.5%), "hospital propaganda"(35%); 23.5% of the patients chose hospitals according to personal habits.The survey results of 200 cases were analyzed, there were 306 person-times to get the hospital information in 200 patients, among these, there were 129 person-times through TV or newspaper, having the highest proportion of 64.5%; new media propaganda had 47 person-times, accounting for 23.5%, including the official website,We Chat and micro-blog; outdoor advertising and brochures had 62 person-times with31%; 26% subjects understood the hospital information according to publicity boards in the hospital; but 7% subjects did not know any form of hospital propaganda. 50%of the patients preferred TV, newspaper publicity form, 40.5% preferred the new media, outdoor advertising and brochures accounted for 29.5% and 31.5%, and 4%preferred other propaganda form, such as hospital boards, medical staff introduction and so on. Results showed that patients’ interest increased in new media.The results of the investigation on interest level for the hospital information in the200 subjects showed, 41% surveyed subjects were somewhat interested, 38% were not interested, very interested in were only 7%. And the most interested propaganda content was investigated, the results showed that 57.5% of the patients most wanted to know the experts relevant information, followed by health guidance, professional characteristics, new medical technology and equipment; 41.5% patients believed that the propaganda information content was not comprehensive in this hospital, 40.5%patients considered the information transmission range was not wide, 38% patients considered that the information transmission way was single, 26% patients considered that information content was old and not updated timely.The investigations on whether the subjects understood the new media information from the hospital and whether obtained the information showed, there was 48.5% patients understanding the form of the new media propaganda of the hospital, there was significant difference between sexes(c2=4.018, p =0.049), more women than men; there were statistically significant differences among different age groups(c2=18.325, p =0.001), more than 60% of 18~45 year patients understood the new media propaganda of the hospital; there were no significant differences of the educational level and life background. Through the investigation of new media propaganda forms, the top three most wanted contents were appointment service 66%,online consultation 60.8%, online payment 43.3%.Conclusions Based on a questionnaire survey, this study investigated the demands of patients on the hospital propaganda work in the new media era, the present situation and existing problems of propaganda work in the hospital, proposed the corresponding countermeasures and the conclusions are as follows:(1) Since the adoption of new media, preliminary achievements have been obtained, such as appointment service, online payment, and other functions,improving the patient’s clinic experience, but some problems still existed.(2) Through the investigation, it was found that there are existing problems in four aspects, propaganda forms didn’t meet the demand of patients, propaganda contents didn’t meet the demand of patients, the propaganda ideas need to be improved, the strength of new media propaganda was not enough.(3) To solve the above problems, countermeasures have been proposed such as diversified way of propaganda, creatively and timely publishing propaganda, insisting on improving innovation idea and strengthening new media work. In the new media age, the hospital should abandon the old ideas, change the traditional mode, establish a diversified all-round, three-dimensional dissemination in the form of propaganda at the same time strengthen team building, vigorously promote new media function,improve the spreading of services, timeliness, innovate overall planning, and meet the demand of patients to the most.