|
Background:In recent years, the relationship between doctors and patients becomes tense, thecontradictions between doctors and patients becomes sharp, and the dispute becomes serious,meanwhile, the media industry is changing with each passing day, and the public pay muchattention to health. When facing with those disputions on the relationship between doctors andpatients, medias often show great enthusiasm, and once those disputions occur, they oftenbecome the social focus, while the intervene of medias makes those disputions much morevitrification, thus, the number of the disputions on the relationship between doctors and patientsreported by the media becomes larger and larger, and the public pay more and more attention onthem.In the Middle Period of the 20th Century, the concept on the crisis management was putforth, and in view of its necessity and importance, afterwards, it had gradually become the keysubject and the key field of management. Since SARS in 2003, the government of our nation hasregarded much much more highly on the crisis management, but at present, when facing withthose dispute on the relationship between doctors and patients. Though medical technology andmedical industry are developed, the manager of hospital and the medical staff never improvetheir crisis awareness and crisis management or application with the development. Facing themedical disputes, the managers of hospital can’t handle them scientificly and comprehensively.And facing the interviews and sensitive queations, the managers can’t communicate with publiccalmly and naturaly, and they also can’t transfer the correct information to public effectively.This paper utilizes serceral methods, such as literature analysis, content analysis, caseanalysis and so on. This paper is divided into six parts. The first part is introduction, this part putforward the research background, the significance of research, research purpose, and the method.The second part is to elaborate the crisis management theory and crisis propagation theory.Based on the analyses of concepts at home or abroad and consideration of the crisis managementof civil hospitals, this author does research on the feasibility of crisis management andsignificance through elaborating the crisis, crisis management and the concept of crisispropagation deeply. The third part is manly to elaborate the relationship between the hospital andmedia. Based on the summary of current situation of civil doctor-patient dispute and civil media,the author analyze the advantage and disadvantage about the intervention of media in doctor-patient relationship. The fourth part is about the analysis of communication between thehospital and media. By analyzing the typical cases, the author finds the problems about thecommunication between the doctor and patient, and then concludes these typical cases. The fifthpart is the finding, according to the cases of doctor-patient dispute and problems between thehospital and media, the author comes up with the strategies. The sixth part is conclusion.The modern hospital managers are must equipped crisis warning ability. The crisismanagement shoould become the top priority of the hospital management. Doctor-patient disputeis a normal crisis, the hospital managers should have the competence when they face theinterview. To reduce the harm of doctor-patient dispute to the minimum. Manwhile, the hospitalmanager should transfer the positive and effective information to public, which can ease thedoctor-patient relationship and boost the development of medical industry.Therefore, based on the crisis management of hospital, the author analyzes the cases that themedia intervene in the doctor-patient dispute systematically, and then puts forward a set ofscientic and comprehensive communicating strategies.
|