中国医疗舆情年度报告(2012)

The Report on Chinese Medical Public Opinion in 2012

近年来，医疗舆情事件成为社会舆情热点的重要组成部分。本研究梳理了2012年影响较大的80起医疗舆情事件，从整体特点、传播特点、舆情应对等方面进行了分析。文章发现，医院的信息发布速度、信息发布渠道和媒体沟通力是影响医院形象塑造的关键因素。文章提出建立医院新闻发言人制度、完善第三方调解机制、重视医疗领域意见领袖、政府和医疗机构应分阶段进行层级信息发布、媒体应客观公正报道医疗事件、公众需提升媒介素养等建议。

Medical public opinion affairs have played a crucial role in social public opinions in recent years. By collecting and categorizing 80 me opinion affairs with great influence in 2012, this dissertation conducts dical pu an analysis on their whole characteristics, dissemination characteristics, and public opinions countermeasures. This dissertation also reveals that, the image building of the hospital lies heavily in its information release speed, information release channel, and its media coordination. Based on all those conclusions, this dissertation raises a series of countermeasures, including establishing hospital news spokesman system, pertecting the third party＇s intermediation mechanism, attaching great importance to opinion leaders in medical field, releasing news with hierarchy and level for government and hospital, reporting medical public opinions objectively and impartially, as well as raising public＇s media literacy and so on.