The Analysis Of The Reconstruction Of Doctor

There are more and more problems of doctor-patient relationship in public hospitals in recent years. From the patient’s perspective, it’s too difficult and expensive to see a doctor. Doctor is so selfish and indifferent. From the doctor’s perspective, it is a high-risk, low-reward occupation. Patient is so ignorance that makes trouble out of nothing. There are trust crisis, communication barriers between doctors and patients. The doctor-patient relationship is tense. Some impressive news coverage increase medical disputes. The problem of doctor-patient relationship in Department of radiotherapy in Hospital K is common, personalized and representative.There are several reasons for tense doctor-patient relationship, for example, the lack of government investment, the imperfect medical insurance system and inappropriate media coverage. Hospital pursues business goals with old management concept, service consciousness retained from the period of planned economy. It is the direct cause of the deterioration of the doctor-patient relationship.The reconstruction of the harmonious doctor-patient relationship needs the joint efforts of multiple groups. From the hospital’s perspective, it is contribute to the reconstruction of patient-centered, mutually beneficial doctor-patient relationship that hospital integrates the concept and experiences of customer relationship management into Strategic management, Business Process Reengineering, patient communication.Three approaches have been used including literature search, questionnaire survey and facing interview. Literature searching in databases the phase hospital customer relationship management or abbreviated word HCRM were used as keywords in seeking literatures about the connotation of CRM, implement characters of CRM in medical services,and innovative elements of IT technology to HCRM. In questionnaire survey, some inpatient patients of Hospital K were inquired with the customer’s satisfaction loyalty and impact factors.120 valid questionnaires were returned from 120 distributed ones with the rate of 100%. Afterword,the survey information was summarized and statistical analyzed. In facing interview,10 patients and their families were randomly selected to communicate and understand the information that was unable to capture. The patients were inquired about the trouble in medical treatment, deficiencies in medical services, personalizing needs. Then, the director and the head nurse of the radiotherapy department were interviewed. Finally, according to Doctor-patient relationship and the factors of the satisfaction of patients in the questionnaire, improve patient satisfaction with the hospital customer relationship management concept, mechanism, methods. A new model of the doctor-patient relationship is to put forward with the idea of mutual benefit as its core, and strategies and counter-measure.