Strategies For Responding To Online Public Opinion On Medical Disputes In The All-media Era

The level of a country's medical treatment is closely related to ordinary people.Although each medical dispute is a unique case,it usually touches the masses' sensitive nerve.High degree of public opinion concern and strong sense of empathy engagement makes people fall into emotional and irrational judgments about public opinion events in medical disputes,which makes the health system often faces controversy when dealing with medical disputes.With the advent of the All Media Era,everyone can freely express their opinions through the platform of Wechat,Weibo,Short Video Platform and News Client.Once the public opinion of medical disputes has fermented,it often becomes the focus of public opinion.Ordinary people can not use their existing knowledge to make common sense judgments,since medical behavior is highly professional,and public views are easily guided by the mainstream public opinion.In order to improve the click-through rate,some media even made false reports,which frequently caused many reversals of public opinion,leading the hospitals and medical staff into a very passive position in dealing with medical disputes properly,and even seriously damaged the reputation of hospitals and medical staff.This will not only affect the credibility of the health administrative departments and hospitals involved,but also damage the enthusiasm and confidence of all medical staff and further deteriorate the doctor-patient relationship.At present,when dealing with the network public opinion of medical disputes,health administrative departments often focus on the macro-level,build mechanisms,build platforms and organize teams,and issue a series of emergency plans.However,these plans often neglect the importance of medical institutions and medical staff as important subjects of medical disputes in public opinion response,and fail to give specific public opinion response norms and standards.In the actual operation process,the guiding significance is not strong.This paper combined literature research with case analysis,consulted the theoretical results of other people's research related to medical disputes,relevant policies and regulations of governments at national and local levels.Combining the two representative medical disputes network public opinion cases of “Weifang gauze incident”and “Delivery woman suicide event”in recent years,it was found that,when respond to public opinions,the health administrative departments have some problems,such as poor response timeliness,inadequate responsibility identification,and difficult to define the fairness of disposal.The causes of these problems were analyzed.This paper revealed the exploration of the lifecycle of public opinion in the All Media Era,and determines the key time nodes,key links and feasible countermeasures whendepartment of public health responses to medical disputes appropriately in the All Media Era.Taking the public opinion of primary medical staff as the main part,take improving the level of public opinion response mechanism,strengthening the construction of organizational culture,excavating management tools as the way of thinking,the effective countermeasures to deal with the public opinion of medical disputes are formulated,which are more accurate,scientific and operable.