Research On The Service Design Of Doctor-patient Communication From The Perspective Of Cognitive Conflict

Research background: In recent years,the relationship between doctors and patients has gradually become tense,and the contradiction between doctors and patients has become increasingly intense.The number of medical disputes nationwide has increased significantly,but it is not proportional to medical malpractice.Relevant research shows that most medical disputes are not caused by medical technology,but caused by communication barriers between doctors and patients.Communication barriers can cause patients or their families to be dissatisfied with hospitals and medical staff.If the cognitive conflict between doctors and patients can be disposed of properly,it can deepen mutual understanding between doctors and patients,and thus promote the formation of new medical models and medical service models.Doctor-patient communication is the main body of the goods provided by the hospital,the process of interaction between the doctor and the patient,and belongs to the co-creation in service design.The most important purpose of doctor-patient communication is to establish a good doctor-patient relationship,and co-creation is a process of creating the relationship between people.Therefore,using co-creation to alleviate the cognitive conflict between doctors and patients is the focus of this paper.The research goal is to alleviate cognitive conflicts,thereby improving doctor-patient communication and doctor-patient relationships.Research questions: Based on the literature research,three core research questions are proposed: First,what are the cognitive conflicts caused by psychological communication in the co-creation of doctors and patients? Second,the mutual influence between the co-creation and the cognitive conflicts in the psychological communication between doctors and patients?Third,how to design a scene to make the co-creation of surprise happen,thus alleviating the cognitive conflicts in the psychological communication between doctors and patients.Based on the above problems,the author studies the relevant theories of communication,the communication model and noise classification provide the basis for the subsequent research cognitive conflict.Research methods: This study used structural interviews to investigate the noises considered by doctors and patients in co-creation,and to obtain cognitive conflicts in co-creation through comparative analysis.The cognitive conflicts caused by emotional behaviors are cognitive conflicts caused by psychological communication.Then,in-depth interviews were used to study the mutual influence between co-creation(doctor-patient communication)and cognitive conflicts in doctor-patient psychological communication.On this basis,combined with relevant theories and examples,a scenario design model of co-creation was proposed.Finally,in the comparative analysis of the case,the design model was used to compare and analyze the co-creation scene design of Mayo Clinic and the domestic third-class hospitals,and the design proposal for the co-creation scene of the top three hospitals in China was proposed.Research results: Psychological cognitive conflicts between doctors and patients mainly include relationship cognition conflict and emotional cognition conflict.The necessary condition for the co-creation of surprise is the benign psychological communication.Thefriendly emotional behavior in benign psychological communication can help alleviate relationship cognitive conflicts and emotional needs cognitive conflicts.In the co-creation of surprise,the patient has a sense of responsibility and high participation,and the doctor has sufficient internal drive and high initiative.The process is dynamic,cyclical and non-repeatable,irreversible,and the resulting effect has continuity.The co-creation scene design model mainly determines the design goals through meaning,and then interprets the design goals through interaction forms and connection methods,finally,the specific design direction is proposed according to the constituent elements of the scene.The level of meaning elements can help to judge the current understanding of the meaning of the scene by doctors and patients,and thus develop the design improvement goals of the scene.Finally,the design proposal for the co-creation scene of the domestic third-class hospitals was put forward.