Medical Institutions Involved Medical Network Public Opinion Crisis Management Research

With the vigorous development of the Internet and the gradual deepening of medical reform,the contradiction between doctors and patients becomes increasingly prominent.Therefore,the public also pays more attention to the network public opinions concerning doctors.Reflect public hospital medical charge is higher,see a doctor difficult,distrust of doctors,medical disputes between medical staff and other problems occur frequently in the network BBS and WeChat weibo,and always lead to a large number of netizens onlookers,forwarding and hot,and the current public hospital managers,has yet to wade pay enough attention to the medical network public opinion crisis,did not make good monitoring mechanism and specific management methods,thus set up a corresponding crisis governance mechanism,found a way to adapt to public hospital governance network public opinion crisis is imminent.In view of this,this article attempts to from the perspective of public management,through the field hospital visits,questionnaire research,the domestic success or failure case analysis and other methods,systematically from the hospital with party and their families,hospital staff,the perspective of hospital administrators and Internet users to explore the current existing problems in the public hospital crisis of network public opinion and management measures,for other domestic public hospital treatment involving medical network public opinion crisis provides specific solutions.This paper is mainly divided into three parts:The first part,through the analysis and analysis of relevant domestic and foreign literature,questionnaire survey,field visits to Huizhou public hospital research methods,and based on the agenda setting theory and 4R crisis management theory as a theoretical basis,specifically analyze the public hospital governance network public opinion crisis The problem.First of all,by combing the relevant literature on the governance of public opinion crisis at home and abroad,it is known that public institutions represented by the government generally have reasons such as lack of coping awareness,incomplete system,and unscientific management methods when dealing with public opinion crisis.Secondly,five large public hospitals in Huizhou City were selected as questionnaire survey and distribution units to conduct research.Through the investigation and analysis of effective questionnaires,the types and main sources of the current medical network grievances were summarized,and the current medical network grievances were mainly concentrated in medical ethics.Wind,medical technology and doctor-patient communication,and through analysis,the current network public opinion is mainly concentrated in social network channels,such as WeChat,Weibo,and forums.Finally,through the field visit to the First People’s Hospital of Huizhou City,and the current situation of the network public opinion crisis governance of the hospital as the main research object,the analysis can be obtained from the Huizhou City First People’s Hospital as an example of the public hospital in the face of medical treatment The current situation of improper governance in the network public opinion crisis is mainly due to the imperfect network governance system,the imperfect network governance system,the imperfect governance relationship between doctors and patients,the difficulty of governance of network public opinion crisis,and the general low level of managerial literacy.In the second part,an empirical analysis of the specific cases of the success or failure of the domestic public hospital governance network.This paper summarizes and analyzes the cases of three typical medical network crisis management in the past five years,specifically two cases of successful governance: Weifang “Gauze Gate” incident,Fengcheng Hospital operating room self-timer incident and a case of governance failure Case: Shanxi Yulin pregnant women jumping off the building.Through case analysis,this paper summarizes the experience of network public opinion crisis management and the inadequacies of failure cases,which makes the subsequent proposed governance strategy more practical.In the third part,based on the summarized status quo and case analysis,combined with the agenda setting theory and 4R crisis management theory used in this paper,the specific strategies applicable to the public opinion crisis of public hospitals are proposed.This paper suggests that public hospitals 1.Strengthen the crisis management awareness and actively respond to the network public opinion crisis;2.Build a medical network public opinion monitoring index evaluation system and emergency early warning system;3.Combine the 4R crisis management theory and establish a medical network public opinion governance group.4.do a good job in medical science,reduce the risk of market-related public health crisis;5.change the network public opinion management concept,improve the network public opinion literacy;6.standardize the network response speech,improve the governance effect of the medical network crisis;7.Strengthen The network public opinion guidance,focusing on the seven aspects of the medical network’s public opinion agenda setting to solve the strategy,do a good job in the governance of the medical network crisis,reduce or weaken the negative impact of the medical network crisis on public hospitals.