Study On Information Dissemination Strategies During Hospital Crisis Management

Objective: By utilizing questionnaire survey among medical staffs in Qidong People’s Hospital and primary hospitals of different towns in Qidong City combined with investigation of public health negative affairs happened in recent years,and then to evaluate the targeted preventive measures which should be taken when hospitals faced media crisis.Furthermore,adverse impact of crisis affairs toward hospital should be prevented and minimized to the biggest extent by management of information control after media crisis,hence to promote both social and commercial benefits of medical work.Methods: To collect responsible strategy by searching reference literatures based on theoretical study pattern.A total of 200 medical staffs in Qidong People’s Hospital and primary hospitals of different towns in Qidong City covering every technical titles and age groups.Data on application of current status of information dissemination strategies on hospital crisis management in Qidong medical system was collected effectively.Coping style were clarified by representative case analysis.Results: Literature review and questionnaire survey showed than the difference on the foremost channel of information acquisition among senior-title staffs,intermediate-title staffs,primary-title staffs and local doctors was statistically significant(chi-square=39.864,P<0.001),among which,the difference between senior-title staffs and primary-title staffs was statistically significant(chi-square=22.218,P<0.001),and the same was the difference between senior-title staffs and local doctors(chi-square=18.195,P<0.001).Accompanied by the upward of technical title and education level,the convenience of information acquisition was also lifted significantly.The difference on the accessibility of information among senior-title staffs,intermediate-title staffs,primary-title staffs and local doctors was statistically significant(chi-square=53.712,P<0.001),among which,the difference between senior-title staffs and primary-title staffs was statistically significant(chi-square=22.151,P=0.001),andthe same was the difference between senior-title staffs and local doctors(chi-square=25.202,P<0.001),between intermediate –title staffs and primary –title staffs(chi-square=13.310,P=0.038),and between intermediate –title staffs and local doctors(chi-square=25.677,P<0.001).The different degree of technical title meant different professional career and education background,so was the channel of acquiring information.The difference of proportion of joint media release between senior-title staffs(88.33%)and primary-title staffs was statistically significant(P=0.0241),which indicating medical staffs with higher titles were prone to joint media release.The difference of proportion of joint cognition guidance between senior-title staffs(76.67%)and primary-title staffs was statistically significant(P<0.001),which indicating medical staffs with higher titles preferred joint cognition guidance.Case series analysis on 98 cases of violent affairs towards medical staffs in Qidong People’s Hospital demonstrated that construction of expert panel for news release,joint media release,joint cognition guidance,and maintenance of reputation by hospital staffs were the important measures to be taken when public relation crisis happened.Conclusions:1.Local doctors in primary hospitals showed apparent weakness of sense of public crisis and deficiency of responsible strategy.2.The higher technical title medical staffs had,the more intention they paid to surveillance and settlement of media crisis,the more awareness they presented to choose proper information dissemination strategy when facing accident hospital crisis affairs,hence to facilitate effective communication.3.The attention paid by hospital on response of crisis affairs is the key issue of eventual settlement of media crisis.Seizing prime time of response,joining media to release information,strengthening control of online public opinion,constructing expert panel,guiding collaborative cognition,and maintaining reputation by staffs were key measures coping with crisis.