A Study On The Cognition Of Doctor 's Image

Incidences of attacking doctors happened frequently in recent years, making the conflict between patients and doctors more serious. This research aims to work out the social cognition concerning doctors’ image in China and deliver a clear and objective picture of what doctors’ image is, helping doctors to improve their vocational image with efficiency.Firstly, the author learnt from various literatures and found out main points which constitute image in relevant materials. In addition, non-structural method is used to get potential elements which may belong to doctors’ image as many as possible. Afterwards, author compiled the relevant information collected according to semantics and chosen the main points people care about concerning doctors’ image. Then those points are classified and summed up by logical analysis, after that they were put into a structure and belonged to an image system. After reliability analysis, the researcher thus formed a level-clear, element- explicit system of doctors’ image. After the system is established, analytic hierarchy process is adapted to calculate the weight of each indicator which constitute doctors’ image in order to know their respective importance in people’s mind. In the next research stage, the author used both online questionnaire and offline paper questionnaire to make survey about people’s cognition concerning all third level indicators, knowing people’s appraisal for those indicators. Group analysis was also done. Finally, combined index number of weight and appraisal, an improvement quadrantal diagramof doctors’ image was made on the basis of standard data and the pressing number of improvement was calculated. The author gave his own recommendation to the improvement of doctors’ image at the end of this research.This research has worked out a doctors’ image system with three levels. “Personality Image” is most valued among 4 first-level indicators; “Value Orientation” and “Achievement of Practicing Medicine” got more attention among 8 second-level indicators; People more value “Effectiveness of Diagnosis and Treatment” among 16 third-level indicators. According to the comparison by groups, male and female showed different opinion toward which indicator matters more, influenced by Chinese traditional culture and inborn psychological difference between male and female. Fast growth of urbanization and aging of people, together with difference of internet usage between age groups, brought about slight difference between people’s attitude towards the weight of different indicators. In terms of specific appraisal toward third-level indicators, all were not satisfactory except for “Effectiveness of Diagnosis and Treatment” and “Face and Clothing”, represented that people can get functional benefits but cannot get other experience during seeing a doctor, which has a close relation with industrial mindset and the influence from micro-power. According to group analysis on appraisal, there’s no significance between male and female. In terms of ”Professionalism of Answering ”, ‘Behavior and Grace”, “Willingness To Communicate” and “Attitude When Communicating”, senior people gave better appraisal, which is linked with Chinese tradition and new power structure and social scene in this internet age. As to recommendation, calculate the pressing number on the basis of importance number and appraisal number and “Care About the Benefits of Patients” is the most pressing factor which needs to be improved. In the end, the author believed that the improvement of doctors’ image is not dependent on catering for patients; the priority is helping patients to fuse horizon.