The Influence Of Online Medical Community Information On Patients’ Offline To Online Medical Treatment

With the proposal of China’s "Internet+medical" strategy,online medical services are gradually entering the mainstream public view and are gradually familiar with and accepted by the majority of patients,who begin to choose online medical services provided by online medical communities for the treatment of their illness.Compared to traditional offline medical institutions,online medical communities provide a platform for online doctor-patient communication,allowing patients to choose one or more online community doctors for consultation and other medical services according to their needs,regardless of time or location,and after assessing the "online quality of care" of the doctors.At the same time,online medical communities can serve as an important platform for hierarchical diagnosis and treatment,diverting some patients from offline medical institutions to online medical communities for diagnosis and treatment,and improving the shortage of medical resources and prominent contradictions between doctors and patients in offline physical hospitals.Moreover,for patients in areas where quality medical resources are scarce and for patients with chronic diseases,access to quality medical resources at low cost is also of profound significance in narrowing the medical gap between the east and west of China.Therefore,from the perspective of the influence of online medical community information on patients’ choices,this paper explores the influence of doctors’ input resources and medical quality on patients’ switching from offline to online medical services,guides platforms and communities to improve the quality of projects with significant impact,promotes the transformation of medical services for patients,and contributes to the rational allocation of medical resources,alleviates the conflict between doctors and patients,and improves the medical service system.In this study,one of the largest online medical platforms in China,Good Doctor Online,a doctor-patient exchange community,was chosen as the source platform for the data.An algorithm written in Python was used to obtain the doctor-patient interaction data,including six variables in two categories:doctor input resources and online quality of care,and two variables:patient disease type and doctor title.After crawling the data and defining the variables,the data was analysed using SPSS software for descriptive statistics,correlation and covariance,and then multiple linear regression analysis was used to determine which variables had a greater impact on patients switching from offline to online healthcare.The results of the study showed that:(1)the variable of doctor’s popular articles in the online medical community doctor input resources had a positive effect on patients’ switching from offline to online medical services;(2)all three variables of medical quality in the online medical community(heartfelt gifts,post-visit service stars,and post-visit positive feedback)had a positive effect on patients’ switching from offline to online medical services;(3)the variable of patient’s disease type had a positive effect on the relationship between heartfelt gifts and patients’ switching from offline to online medical services,and a negative effect on the relationship between post-visit positive feedback and patients’ switching from offline to online medical services;(4)The doctor’s title had a negative moderating effect on the number of gifts and the number of patients switching from offline to online medical services,and a positive moderating effect on the number of post-visit positive feedback and the number of patients switching from offline to online medical services.The innovation of this study is that,in a theoretical sense,previous scholars have focused on the influence of online information on patients’ choice of specific doctors,or the influence of online information on patients’ switching from online to offline,while few scholars have studied the influence of information on patients’ switching from offline to online medical services.In practical terms,this study is more in line with the country’s need to reform the healthcare system,optimise the allocation of healthcare resources and reduce the gap between urban and rural healthcare services.In the future medical association model,medical services that can be performed online will be diverted to online medical communities,and high-quality offline medical resources will be tilted to medium and severe patients,so as to achieve a scientific and rational allocation of medical resources and alleviate the waste of resources and conflicts between doctors and patients caused by the rush for high-quality medical resources.By studying the influence mechanism and promoting the development of online medical communities,the ultimate goal is to improve the quality of online medical care and enhance patient satisfaction.