Study On Asymmetric Information Between Doctors And Patients Based On The Theory Of Hospital Customer Relationship Management(HCRM)

Research objective:Differences on vital interests,trading sector and service demand between the parties of doctors and patients leads to discrepancy of communication and information exchange.When it comes to communication and information exchange between doctors and patients.When there exists extreme gap on interest demand,doctors and patients are contradictory to each other,which spontaneously triggers doctor-patient tension.Based on the study,doctor-patient information asymmetry accounts for the most critical factors in the occurrence of doctor-patient tension.To mitigate doctor-patient tension,improve doctor-patient communication and satisfy the realistic demand for hospital management upgrading,the project discusses about doctor-patient information asymmetry,establishes the pattern of sound doctor-patient information sharing and proposes effective routes of narrowing doctor-patient information asymmetry under the guidance of customer relation management theory.Research methods:Exemplified by a district general hospital,this thesis applies medical staff and patients involving medical staff under the context of hospital service,incoming patients and their family members as research objects.Meanwhile,the study has been carried out on doctor-patient information asymmetry from the modules of patient service,internal management and management decision-making according to hospital customer relation management(HCRM).A self-made questionnaire was used to investigate medical knowledge,role positioning,cognitive harmony and contrast in seeking medical services.Through hierarchical logistic regression analysis,we analyzed the focus groups with asymmetric information.Spearman correlation coefficient was used to analysis of information asymmetry.Pareto’s principle was used to find out the concrete manifestation of patients with information loss.This paper constructs an index to reduce the information asymmetry between doctors and patients,and puts forward feasible solutions by Delphi expert consultation method.Research results:1.Patients’ gender,age,educational level and occupation makes difference on their command of relevant medical information.Women have more obvious perception of asymmetric information than men.To those who are not majored in medical,older the age,less the education got,it’s more apparent in their perception of information asymmetry.2.Cognitive outcome analysis on the information asymmetry between doctors and patients primarily orientates at four respects of medical knowledge,role positioning,cognitive harmony and contrast in seeking medical services.3.Doctor-patient information asymmetry is mainly in the 16 sectors of outpatient and emergency department as well as in-patient medical services.Among the 16 sectors,there exists evident information loss in registration,facial diagnosis,check-up / treatment of outpatient and emergency department,which covers over 40% tested.Meanwhile,as for 40% of the in-patient medical services,patients possess deficient information in their cognition of the diseases,auxiliary examinations,chemical examinations and plan for medical treatment.Patients without medical background know little about their rights to know about their illnesses and treatment,select their therapy,conceal the privacy and complain.Additionally,there exists deficient information in guiding,appointment,consultation,patient-oriented services and integrated services with regards to patient services,which is additionally supported by over 40%s’ tested people’s answers.4.As is shown by the method of Delphi Expert Consultation,bridging doctor-patient information asymmetry orientates at the following points: patient consultation route of patient service module,qualify of patients’ attainment of medical information,demonstration pattern of service information in internal management,design of hospital vision guidance system,service hardware equipment as well as facilitates,focus groups of information asymmetry,quality of doctor-patient communication mechanism,SOP specification upgrading of management decision-making module,design and upgrading of rules and regulations,introduction of third-party organizations and customer orientation.Conclusion:Orientating at theory of hospital customer relation management(HCRM),three dimension of “patient services-internal management-management decision-making” are followed to carry out thinking on the effective routes of narrowing doctor-patient information asymmetry,suggesting innovating customer-centered services and “customer-oriented” hospital service system as well as improving the system of management decision-making based on the benefits of patients.First and foremost,innovation of patient-centered services is essential.For instance,it is advisable for consultation service desks to enhance professional training to improve the accuracy of guiding services,solve the confusion of incoming patients and their family members and bring convenience to patients seeking medical services in the registration sector.Furthermore,exploration of “customer-oriented” hospital service system is a wise decision.In the meantime of reinforcing the medical staff’s awareness of customer relation management,they are required to establish the “customer-oriented” hospital service system,i.e.SOP Specification,whose support helps medical staff put the core contents of “CRM” Management into practice swiftly and perfectly.In addition,hospitals’ mere reliance on medical staff’s efforts on overall improvement of medical treatment is far from adequate.There more,painstaking endeavors are to be made on hardware and software.As for hardware,it mainly contains the upgrading and renewal of behavioral recognition system,e.g.upgrading behavioral recognition system as well as providing cleared vision guidance system and specification of service procedures in accordance with complaints and feedbacks.When it comes to software,publicity among incoming patients and their family members,staff discourses and more standardized communication of hospital staff are primarily involved.According to the practice of a district general hospital,constant upgrading,renewal and innovation of software and hardware constitutes an effective route of narrowing doctor-patient information asymmetry.Last but not least,improvement of management decision-making system deriving from patients is a must.As is known to us all,individual efforts and adjustments of service procedures are inclined to be constraint to their own experience.Only by launching sensual experience into effective mechanism,rules and regulations,together with management system can the situation of doctor-patient information asymmetry be thoroughly altered.Hence,it is maintained by this thesis that the perfection of initial-diagnosis accountability system,intelligent guiding system and information dynamic tracking system,along with distribution mechanism and third-party service mechanism are designed to provide institutional guarantee for mitigation of doctor-patient information asymmetry.