运用组织沟通理论解决家庭医生签约问题的策略研究

Using Organisational Communication Theory to Solve the Problem of Family Doctors Signing Contract

目的本文通过运用组织沟通理论分析目前家庭医生签约沟通中存在的问题,并提出应对策略。方法阐述家庭医生与居民进行签约的主要方式,分析不同签约方式的优缺点,运用组织沟通理论、分众理论、群体中的相互作用理论,对存在的问题提出解决策略。结果家庭医生签约采用组织内沟通和组织外部沟通2种方式。组织内沟通是卫生行政管理部门与家庭医生就签约工作进行正式沟通,正式沟通就是按照组织的明文规定,依靠行政体系的正式机构和权限关系为渠道进行信息的传递与交流,正式沟通依法办事,有章可循,具有一定的稳定性和连续性,但组织内部垂直型沟通方式存在僵化和单一等问题。组织外沟通是家庭医生为了签约和居民进行口头非正式沟通,目的是通过沟通,使居民的态度、行为改变,并且双方能够达成共识,但存在沟通方式过于简单,缺乏有效的沟通技巧,签约只停留在“宣传”层面。结论面对家庭医生签约这种新生事物,应拓展沟通途径,推行行政管理部门和家庭医生双向沟通机制;应建立多种沟通渠道,利用群体中的相互作用,在社区范围内形成签约的良好氛围;应运用分众理论,针对不同人群采取多样化的沟通方式;家庭医生应提升沟通技巧,要充分认识到签约最终的目标是提供有价值的服务,回归签约服务的本质,最大限度地解决签约居民的健康问题。

Objective This study aims to analyse the problems existing in the current signing communication of family doctors by using the theory of organisational communication and conducts strategic research.Methods This paper expounds the main ways of signing communication between family doctors and residents,analyses the advantages and disadvantages and proposes solutions to the problems of signing communication by using the theories of organisational communication,focusing on theory and interaction amongst groups.Results Contract signing is performed in two ways:internal communication and external communication.Internal communication primarily refers to the formal communication between the administrative department and family doctor on the signing work.Formal communication refers to the transmission and exchange of information in accordance with the express provisions of the organisation,relying on the official institutions and authority relationships of the administrative system as channels for information transmission and exchange,however,problems such as rigidity and monotony in the type of communication are observed.Communication outside the organisation is primarily informal oral communication between family doctors and residents with regard to contract signing.Thus,this study aims to change the attitude and behaviour of the person being communicated through communication,and the two parties can reach a consensus.However,the communication method is too simple,and it lacks effective communication skills.The contract only stays at the level of"propaganda".Conclusion Facing such a new thing as family doctor contracting,communication channels must be expanded,and the two-way communication mechanism between administrative departments and family doctors must be implemented.In addition,a consensus between the two sides must be achieved.Multiple communication channels must be established,and the interaction amongst the groups must be used.Moreover,a good atmosphere for signing a contract within the community must be established to deepen communication from publicity to communication,and the"focus theory"must be used to adopt diversified communication methods for different groups.Family doctors should improve their communication skills to achieve the premise of signing a contract and provide valuable services,such as signing services and solving the health problems of contracted residents.