Research On Public Sentiment Response For Public Hospitals In Guangdong Province

Medical system especially public hospitals, as one of the mostly concerned industry involving people’s wellbeing, influenced by the increasingly tightened doctor-patient relationship, highly developed Internet technology,and continuously raised public right protecting awareness, has inevitably become a highly concentrated area for public sentiment.As the forefront district of China’s Reform and Opening Policy, Guangdong province ranks in top three during continuous years regarding hot events concerning public sentiment, four fifth of these events are against public hospitals, which resulted in great challenges for public hospitals" crisis prevention and reputation maintenance. For medical industry particularly public hospitals, public sentiment monitoring and response have become an urgent need, and make it a pressing priority for them to build effective public sentiment monitoring and response mechanism, to enhance the ability of replying to social concern, and to resolve public relations crisis.This essay mainly based on basic theories of Information Science, Management, Mass Communication and Sociology, first systematically discussed the definition and characteristics of public sentiment with the foundation of domestic and overseas studies; secondly critical analyzed causes, reaction and results of public sentiments response by analyzing the data from 25 public hospitals in Guangdong province. This study aims to deepen the understanding of public sentiment monitoring, to explore effective response ways and modes with a particular focus on analyzing existed problems and causes, to further inspect the importance and necessity in raising hospitals" awareness in public sentiment responding efficiency, to come up with pertinent policy and advice regarding building public sentiment response system, and to elaborate that only by establishing a comprehensive monitoring, evaluating, multi-departments linkage, alerting and emergency systems, that doctor-patient disputes and public sentiment crisis can be properly solved, and positive development of hospitals can be achieved. This essay is for the reference of domestic public hospitals in building efficient public sentiment response mechanisms.