Accepted for/Published in: Journal of Medical Internet Research
Date Submitted: Apr 27, 2022
Date Accepted: Jul 12, 2023
Online Physician–patient Interaction and Patient Satisfaction: Empirical Study of Internet Hospital Service
ABSTRACT
Background:
In China, a form of online health service (OHS) called internet hospital has become a prominent means of patient care when face-to-face visits are not available during the COVID-19 pandemic to minimize transmission of the virus. Patients’ internet hospital experiences largely depend on online physician–patient interaction. Yet little is known about how physicians can improve patients’ satisfaction by using specific communication strategies online.
Objective:
This study aims to identify specific communication strategies to help physicians deliver better-quality internet hospital service. The study also outlines recommendations for hospitals to operate internet hospital platforms more effectively.
Methods:
A longitude dataset is collected from an internet hospital platform operated by a top hospital in China. By extracting communication patterns from approximately 20,000 records of online healthcare services and by controlling the features of service requests, we test the impacts of response load, more detailed style, and emotional comfort on patient satisfaction. We further explore the effects of these communication patterns in different service contexts.
Results:
Physicians with a low response load, more detailed style, and expressions of emotional comfort receive more positive patient feedback. Response load does not affect patient satisfaction with free online health service, whereas a more detailed style and emotional comfort each can enhance satisfaction with free service. Response load significantly reduces patient satisfaction with paid online health service, while a more detailed style has no effect. Compared with free service, emotional comfort more strongly promotes patient satisfaction with paid service.
Conclusions:
Three communication strategies can help physicians provide patients a better internet hospital experience. These strategies require hospitals to schedule each physician’s online service period more deliberately. In addition, tailoring the strategies to service situations can facilitate more targeted and effective internet hospital service for patients. Clinical Trial: None
Citation
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