Research On Network Public Opinion Management Of Health And Medical Institutions

Tensions between doctors and patients have increased in recent years,doctor-patient conflict occurred frequently in healthcare institutions and negative news of doctor-patient disharmony also occurred frequently.The development of new media has an significantimpact on the occurrence,development and end of the whole cyclepublic opinion crisis events.When a large number of doctor-patient conflicts evolve into social hot issues,will bring negative influence to the development of medical and health undertakings,destroy the harmony and stability of society.For this reason,active and effective coping and resolving strategies are needed based on the current background of the increasingly close influence of online public opinions.This paper combines Social Conflict Theory and Public Governance Theory to provide a new research idea for healthcare institutions to manage online public opinion events.Through the analysis of the network public opinion governance of Wenzhou K Hospital,the germination channels of public opinion inhealthcare institutions,the types of public opinion dissatisfaction,and the characteristics of public opinion feedback of different groups of patients were summarized.In orderto solve the problems in the current network public opinion management inhealthcare institutions,such as the hospital managers’ low awareness of network public opinion crisis,the internal management of the hospital is not perfect,and the hospital public opinion management experience is not enough,the appropriate strategies are put forward.This paper suggests that healthcare institutions formulate governance strategies from three aspects :Firstly,managers should change the management concept of network public opinion,timely deal with all kinds of network public opinion events,attach importance to hospital brand building and strengthen information disclosure;Secondlyimprove the network public opinion governance and management framework,clarify job responsibilities,simplify work process,establish reward and punishment mechanism,and set up legal team;Thirdly improve public opinion management skills,maintain good relations with social media,organize public opinion handling training,and train full-time online comment teams.In order to reduce or weaken the negative impact of network public opinion events on healthcare institutions.