医患冲突化解的品牌经济分析

Brand-economy analysis of method to resolve conflicts between doctors and patients

医疗活动中的信息不对称导致患者选择依据缺失,选择效率下降,医患之间信任关系无从建立。经济学意义上的品牌指的是一种利益符号,是可以让患者进行持久购买和选择的利益点和理由,是患者选择的依据。文章从医患两个角度分析了医生品牌的作用,从理论上说明了品牌作为桥梁"沟通"和"润滑"了医患关系,实现了医患共赢;证明了作为"有效信号"的医生品牌信用的建立是提高我国医疗水平和医疗行业资源配置效率的重要出路。

Asymmetric information in the medical activities has led to the signal missing in patient selection, which makes it impossible to establish a trust relationship between doctors and patients. From the economic point,brand refers to a signal of benefit that gives patients a reason for lasting choice and purchase. This article has analyzed the function of the brand from two aspects - doetors and patients. The article interprets brand as a bridge to ＂communicate＂ and ＂lubricate＂ the doctor-patient relationship to achieve a win-win situation,and proves that brand as a ＂valid signal＂ is the out-way to improve the level and the allocation efficiency of medical care industry.