Research On Hospital Patient Relationship And It's Management Under Asymmetry Information

With the reform of medical care system, the change of medical mode and the improvement of the people's culture level, the active-passive hospital patient relationship management mode couldn't meet with the demand of patient any longer, which was formed in plan economic system. Traditional hospital patient relationship management mode is faced with serious challengers. In the condition of market economic system, the hospital is the operational main body of the medical market and the patient is the customer of the hospital. As the main supplier and the main demander of the medical service, the hospital and the patient constitute supply demand relationship and customer relationship.One of the most important characteristics of hospital patient relationship is asymmetry information between hospital and patient. On the one hand, the hospital takes on the information advantage because they master more information than the patient. On the other hand, the patient is in the state of information inferior position due to the scarcity of information. Asymmetry information between hospital and patient not only increases the risk and uncertainty in medical market but also impacts on hospital patient relationship. The hospital could take the advantage of information to carry out induced-demand, such as provide the patient with unreasonable and excessive medical services. The patient often sees the doctor actively but accepts cervices passively because of information disadvantage. In the short run, the hospital could realize economic benefit by making full use of information advantage. However, in the long run, the hospital relies on medicine sales excessively under asymmetry information, which is not helpful of developing health hospital patient relationship and cultivating hospital core competence. Therefore, the research on the hospital patient relationship and it's management under asymmetry information have vital significances in guiding hospital to adapt the reform of medical health system, strength the ability in market competition, improve patient satisfying degree and develop core competence.In the front half part, the paper research on the hospital patient relationship under asymmetry information by using game theory and information economics. In the latter half part, the paper research on the hospital patient relationship management under asymmetry information by using customer relationship management theory. In the first place, the paper tries to construct a game model to analysis hospital patient relationship. Secondly, by establishing hospital induced demand model and patient excessive consumption model, we discuss the behavior of both hospital and patient, the changes of price, supply and demand in medical market and it's impacts on hospital patient relationship under double moral hazard of both hospital and patient. Then the paper researches hospital patient relationship management under asymmetry information and put forward hospital patient relationship differential management mode base on information communication. Finally, the practical case of proposed mode in A hospital has been analyzed.