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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 medical activities leads to a lack of patient selection, a decrease in efficiency of selection, and a failure to establish a trust relationship between doctors and patients. Economic sense of the brand refers to a symbol of interest is to allow patients to buy and choose the long-term interests and reasons, is the basis for the patient’s choice. The article analyzes the role of the doctor’s brand from the two perspectives of doctors and patients, and theoretically shows that the brand acts as a bridge, “communication” and “lubricates” the relationship between doctors and patients and realizes a win-win situation for both doctors and patients; Effective signal "the establishment of the doctor brand credit is an important way to improve the medical level of our country and the efficiency of resource allocation in the medical industry.