佛山民营医院开办了十年，佛山市民与民营医院接触了十年。

Foshan civilian battalion hospital set up for ten years,Foshan public and private hospital contact for ten years.

　　十年中，几乎每一个在民营医院就诊过的市民都有自己的体悟，记忆中都承载着关于民营医院的点点滴滴，无论是质疑还是信任，无论是公道还是偏见，不可否认，民营医院已经走进了佛山市民的生活，然而，南方日报记者对佛山市民的深入调查发现，较大部分人对民营医院印记却是“不靠谱”！有着这样的种种疑惑与担忧，民营医院要如何真正走近佛山市民？

Ten years,Almost every private hospital in the citizens have their own understanding,Memory carries on private hospital dribs and drabs,Whether question or trust,Whether it is reasonable or prejudice,undeniable,Civilian battalion hospital have already walked into the life of the foshan residents,however,Southern daily reporter to the deepening of the foshan residents survey found,Most of the people is to civilian battalion hospital is mark"By spectrum"!With such a variety of doubt and worry,Civilian battalion hospital how to really approached foshan citizens?

　　●第一印象不靠谱的广告！ First impression - without spectrum of advertising!

　　无论是街头报刊，还是逼仄小巷墙面上的宣传语，抑或是电线杆上的“小块膏药”，民营医院广告渗透在佛山市民生活的各种夹缝中。这些杂多的广告是不少市民认识地处城市边缘的民营医院的第一扇窗户，形成了对于民营医院的“第一印象”。

Whether street newspapers,Or narrow alleys metope publicity language,Or on the telephone pole"A small patch",Civilian battalion hospital advertising penetration in foshan residents of life in the middle.These many advertising is many people know the city is located in the edge of the civilian battalion hospital first window,Formed for private hospital"The first impression".

　　1月12日的早晨，家住禅城区的陈女士带着3岁的宝宝到佛山市一医院看感冒。尽管大排长龙近1个小时，尽管看病的时间只有几分钟，她仍然觉得欣慰；尽管从家里坐车到市一医院需要半个小时，而步行十分钟就可以到永安医院，她仍然坚定不移选择了公立医院。

On January 12, in the morning,Live in chancheng district of ms. Chen with 3 years old baby to foshan a hospital to see a cold.Although big long queues nearly an hour,Although the doctor time only a few minutes,She still felt gratified;Although from home to the city by a hospital takes half an hour,And walk 10 minutes to the hospital wing,She still firm chose public hospital.

　　“你看，不是男性病就是妇科！”指着一份民营医院工作人员街头随手发放的广告，陈女士直摇头，“很不靠谱，对小孩子们影响也不好。”

"You see,Male is not gynecological!"Pointing to a private hospital staff with the streets by advertising,Ms. Chen straight shook his head,"Very by spectrum,Influence of the children well."

　　在一系列治疗不孕不育、各类性病的广告轰炸下，民营医院成为不少市民心目中治疗各类妇科、成人皮肤科疾病的专门医院，当然也不可能令得市民亲近。

In a series of treatment of sterility/All kinds of venereal advertising under the bombing,Civilian battalion hospital become many people heart treatment all kinds of gynecology/Adult skin disease of specialized hospital,Of course it is impossible to make people close to.

　　“这类广告占据了民营医院的宣传内容的八成，第一印象确实没有树立好。”佛山健翔医院外宣科科长林新城介绍，早年佛山民营医院为了追求短期盈利，定位方向确实不对，特别一些夸大宣传、过度包装的宣传，更搅乱了整个民营医疗市场的发展。

"This kind of advertising occupy the civilian battalion hospital propaganda content of eighty percent,The first impression did not set up good."Foshan health xiang hospital WaiXuan coco long Lin introduced new town,Early foshan civilian battalion hospital in pursuit of short-term profit,Positioning direction do wrong,Especially some exaggerated propaganda/Excessive packaging propaganda,More disturbed the private medical market development.

　　据了解，2006年以前，佛山大大小小的民营医院采取的宣传策略都是先通过各类广告铺天盖地的宣传打开知名度，病人被吸引过来之后，却未能取得预期的治疗效果，失望而归，从此心理就有对该医院存有质疑，而这种质疑由于晕轮效应，会直接影响到这个民营医院。

It is understood,2006 years ago,Foshan greatly small private hospital take propaganda strategy is first of all kinds of advertisement publicity through out open awareness,The patient after is attracted,Failed to achieve desired therapeutic effect,disappointment,From now on psychological have the hospital being questioned,And this kind of question because of halo effect,Will directly affect the civilian battalion hospital.

　　国家食品药品监督管理局统计数据显示，2012年前3期全国各省(区、市)食品、药品监管部门共通报并移送同级工商行政管理部门查处违法药品广告135735次，对违法广告涉及产品采取了252次暂停销售、限期整改的措施。

State food and drug administration, statistics show,2012 years ago the stage 3 provinces(area/city)food/Drug regulators were reported at the same level and to the administrative department for industry and commerce on the illegal drug advertisements 135735 times,Involved in illegal advertisement products take 252 times suspended sales/Corrective measures within a prescribed time limit.

　　“国家对于违禁医疗广告一直都在严厉查处。2006年起，新闻出版总署和国家工商总局就陆续出台了紧急通知，对于包含性病、癌症和人工流产等内容的广告，所有办刊杂志和电视台都不允许刊登。主要就是针对民营医疗机构广告宣传混乱的现象。”佛山卫生局相关工作人员谈到，近年来，佛山卫生局对于这类广告查处的力度在增大，相比于四五年之前，情况已经有所好转。

"Country to illegal medical advertisement have been investigated and severely.Since 2006,Press and publication administration and state administration for industry and commerce has issued an emergency notice it,To include venereal disease/Cancer and abortion of advertising, etc,All the magazines and TV are not allowed to published.Is mainly in view of the private medical institutions advertising chaos phenomenon."Foshan health related staff talked about,In recent years,Foshan health bureau to this kind of advertising and increase the strength,Compared to four or five years ago,Situation has improved.

　　●二见印象医疗事故曝光多发地 - two see impression medical accident nonimmune exposure

　　关于治疗水平，民营医院留给公众谈论最多的，不是医术精湛的名医，不是先进的治疗仪器，也不是先进的治疗理念，而是被媒体曝光的一系列医疗事故。

About the therapeutic level,Civilian battalion hospital for the public to talk about the most,Not medical skills of the famous doctor,Not advanced treatment instrument,Is not advanced treatment concept,But by the media exposure of a series of medical accident.

　　“媒体曝光的医疗事故，七成都发生在民营医院。”佛山健翔医院外宣科科长林新城介绍，在各类媒体所曝光的医疗事故中，民营医院成了重灾区。

"Media exposure of medical accident,Seven chengdu happened in private hospitals."Foshan health xiang hospital WaiXuan coco long Lin introduced new town,In all kinds of media exposure of medical accident,Civilian battalion hospital became the worst-hit areas.

　　“其实，就医疗事故而言，无论是公立医院还是民营医院每年都有发生，由于民营医院的业务量比公立医院少很多，医疗事故在绝对数量上民营还要少一些，只是由于媒体的经常曝光，民营医院给公众留下比较深刻的负面印象。”佛山民营医院协会会长龙翔宇介绍，近几年来，民营医院的管理越来越规范，医疗事故发生概率大大降低，但只要有医疗事故曝光一般都是民营医院，公众对民营医院的不信任因为这些曝光的医疗事故越来越强烈，即便是一些拥有优势的民营专科医院，公众都不太愿意来了。

"In fact,Just for medical accident,Whether public hospitals or civilian battalion hospital has occurring in every year,Due to the volume of civilian battalion hospital than public hospital a lot less,Medical accidents in the absolute number of private and less,Just because the media often exposure,Civilian battalion hospital to the public left quite profound negative impression."Foshan civilian battalion hospital association LongXiangYu is introduced,In recent years,Civilian battalion hospital management more and more normative,Medical accident probability is greatly reduced,But as long as there is medical accident exposure is usually private hospital,The public trust of civilian battalion hospital because the exposure of medical accident is more and more intense,Even some advantage of private hospitals,The public is not willing to come.

　　在大沥打工的小王提起妻子去年怀孕生产的经历，还心有余悸。

In the big drain work to wang wife pregnant last year production experience,Was also.

　　“我妻子本来是打算去一家民营妇科医院生产的，主要是那家民营医院离家里比较近，费用也比较便宜。”小王拿出去该民营医院门诊的记录，“当初也没有觉得民营医院有多大的不好”。

"My wife was going to go to a private hospital of department of gynaecology production,The main is that private hospital is closer to home,Cost is cheaper also."Wang took out the civilian battalion hospital outpatient service record,"Had no think private hospitals have how old is not good".

　　但妻子生产前两天，在报纸上看到一则关于民营医院的妇科医疗事故报道，惊出一身冷汗，“说什么，她都不愿意去民营医院了”，小王介绍，妻子产前紧张，羊水破了，当时情况非常危急，但是妻子还是坚决要求改去市一医院待产，“由于未预订床位，差一点就住不进去，但报纸上那个深圳的医疗事故的报道给我们的阴影太大了，关乎生命的事情我们还是得谨慎。”

But his wife two days before production,I read in the newspaper about a private hospital gynecological medical accident reports,Surprised out in a cold sweat,"Say what,She do not want to go to a private hospital",Wang introduced,His wife prenatal stress,Amniotic fluid is broken,When the situation is very critical,But his wife still insist on to go to the city a hospital awaiting delivery,"Because not reserve beds,Almost live in,But the newspaper that shenzhen medical accident reports to our shadow is too big,For the life of the things we have to care."

　　小王的许多工友也有从民营医院改去公立医院就诊的相似经历，“即便我们工伤保险和一些民营医院骨科医院挂钩，但是还是有很多人中途改去公立大医院就医”。

Wang also has many of the workers from civilian battalion hospital to go to public hospital similar experience,"Even if we inductrial injury insurance and some civilian battalion hospital orthopedic hospital hook,But there are still many people to go to the big public hospital".

　　这一点也许与民营医院的经营管理水平、承受风险的能力以及公关能力相对公立医院较差有关。许多医疗事故中，民营医院未必需要承担多大责任，但是它们比一般公立医院更加害怕医疗仲裁、医疗官司，毕竟民营医院的口碑、实力都远逊于公立医院，一旦纠纷挑起，民营医院一般就会占下风。许多医疗纠纷的结果是，民营医院赢了官司，输了口碑，有的甚至关门结业了。佛山律师协会工作人员谈到医疗事故纠纷对于民营医院的打击，认为这一点与民营医院不注重营造良好的口碑，争取良好的舆论环境有关。

This may and civilian battalion hospital management level/The ability to withstand risks and public relations capacity relative public hospital the poor.Many medical accident,Civilian battalion hospital may not need to take much responsibility,But they are better than the general public hospital more afraid of medical arbitration/Medical lawsuit,After all, civilian battalion hospital reputation/Strength is far inferior to public hospital,Once the dispute start,Private hospitals will account for general lee.Many medical disputes as a result,Civilian battalion hospital won the lawsuit,Lost reputation,Some even closed the certificate.Foshan lawyers association staff about medical accident dispute for civilian battalion hospital blow,Think it and civilian battalion hospital don't pay attention to build good public praise,For good public opinion environment related.

　　●再见印象冰火两重天就医体验 - bye impression between ice hot medical treatment experience

　　相比于徘徊在民营医院门口的患者，在民营医院经历过治疗的患者对民营医院的服务有着更深的体悟。

Compared to wander in the civilian battalion hospital patients at the door,In the civilian battalion hospital through treatment of the patients to civilian battalion hospital service has a deeper understanding.

　　2010年，佛山启德医院一度门庭若市，在附近居住的小张也去检查过一次肠胃。“护士们都穿着漂亮的制服，系着‘欢迎光临’的绸带”，对于每一个到来的病人，她们都笑容可掬，提供很周到的服务，行动不便的老人还有专门的人接送，“当时我对他们的印象还是非常好的，感觉服务态度真的很不错。”

In 2010,,Foshan kai tak hospital once bustling,In living near zhang also to check once intestines and stomach."The nurses wore pretty uniform,System with‘Welcome to’lined",For every coming patients,They are smiling,Provide very good service,The old man action inconvenience and special person transfers,"When I told them the impression is very good,Feel service attitude is really good."

　　但是2011年，小张再次来到启德医院就诊，在服务大厅待了10分钟也没有一个工作人员上前引导。接连出现了“一个感冒花费3000元”的过度医疗事件之后，启德医院门庭冷落了不少，工作人员的服务态度也没有以前热情了。

But in 2011,Zhang kai tak again came to the hospital,In the service hall for ten minutes also have no a staff to guide.Appeared in"A cold cost 3000 yuan"Excessive medical treatment after the event,Kai tak hospital swing left out a lot,Staff service attitude is not before the enthusiasm.

　　但这并没有彻底让小张寒心，在他看来，服务质量最终还应该是体现在医生的治疗方案和水平上。但是一次手术后拆线的经历，让他最终对民营医院寒了心。

But this is not completely let zhang chill,In his view,The final quality of service should be reflected in the doctor's treatment and level.But after an operation take out stitches experience,Let he finally to civilian battalion hospital, the cold heart.

　　“前后的服务态度，差异太大了，现在民营医院在我心中的形象基本上就沦为负面了。”小张介绍，自从他的经历被身边的亲朋好友知道后，大家都不再选择民营医院了。

"Before and after the service attitude,Difference is too big,Now civilian battalion hospital in my heart image basically into the negative."Xiao zhang is introduced,Since his experience was side after the relatives and friends know,You are no longer choose private hospital.

　　服务态度是医院的软实力，采访中不少市民认为导致民营医院服务质量下降的主要原因是民营医院过于注重短期效益，希望在一两年之内就能收回投资成本，初期提供比较好的服务，努力吸引病人，随着经营效益下降，也就无暇顾及服务态度，归根结底还是因为过于逐利。

Service attitude is the soft power of the hospital,Interview a lot of people think that lead to civilian battalion hospital service quality is the main reason of the civilian battalion hospital too pay attention to short-term benefits,Hope that in one or two years to recover the investment cost,To provide better service to the early,Trying to attract patients,Along with the performance decline,Also too busy service attitude,In the final analysis or because too by the.

　　根据佛山卫生局一组统计数据显示，在去年医疗纠纷投诉案例中，导致医疗纠纷的因素有多方面，但以患方对医疗行为及治疗效果的投诉居多。201例中对诊疗行为、知情同意未落实或解释不清、服务态度不满意等案例投诉占据五成。佛山卫生局相关工作人员解释，这些不满意的情况包括过度医疗、小病大治，甚至是假手术事件等。

According to a set of foshan health statistics,Last year in medical dispute complaint cases,Lead to medical disputes have various factors,But to a party for medical behavior and treatment effect in the majority of the complaint.In 201 cases of medical behavior/Informed consent is not implement or can't explain/Not satisfied with the service attitude and case complaints occupy fifty percent.Foshan health related working personnel to explain,These are not satisfied with the conditions include excessive medical treatment/Ailment great order,Even JiaShouShu events.

　　-相关 - related

　　市民“就医心理说” citizens"Psychological doctor said"

　　随着经济和社会的发展，人们的医疗和保健观念在不断变化，就医过程中，逐渐形成了一些普遍的“就医心理”，这些就医心理直接影响了医院，尤其是民营医院的发展。

Along with the economic and social development,People's medical and health care in a constantly changing concept,Medical process,Gradually formed some common"Medical psychology",These medical psychology directly affects the hospital,Especially the development of private hospitals.

　　心理1：爱扎堆 Psychological 1:Love gathers together

　　大小病一齐扎堆公立大医院，是不少市民的一种典型就医心理。

Size disease toghter gathers together public hospitals,A lot of people is a kind of typical medical psychology.

　　而这种心理导致的直接结果就是，无论是感冒发烧还是外科手术，不少市民都愿意到公立大医院排长龙，从而导致大医院床位周转困难，一床难求，而民营医院的门诊率和住院率低，床位空置。

And this kind of psychological cause is the direct result of,Whether the cold has a fever or surgery,Many people are willing to to public hospitals long queues,Which leads to large hospital beds turnover difficult,It is difficult to find a bed,And civilian battalion hospital outpatient rate and hospitalization rate is low,Beds vacant.

　　2012年佛山第三季度市直医院医疗服务综合信息统计表显示，包括市一医院、市中医院、市二医院、市三医院、市四医院、市五医院、市妇幼保健院和市口腔医院在内的佛山重点大医院出院人数一直居高不下，7月份为19138人次，8月份为19875人次，9月份为19271人次。

In the third quarter in 2012 in foshan straight hospital medical service integrated information statistics show,Including a city hospital/City hospital of traditional Chinese medicine/City two hospital/City three hospital/City four hospital/City five hospital/City maternal and child care service centre and city stomatological hospital, foshan key large hospital discharge number has been high,In July of 19138 people,In August of 19875 people,In September of 19271 people.

　　佛山市卫生局相关工作人员介绍，该数据同比去年都有增加，去大医院就诊人数有增无减。

Foshan city health bureau introduced related staff,The data up there has been an increase in the last year,Go to large hospital to grow the number.

　　“市民看病应该量体裁衣，无论大病、小病都要去大医院就诊的心理既增加了病人看病的候诊时间，也给大医院造成了困扰，另外还造成了民营医疗机构的资源浪费。”佛山卫生局副局长谭光明建议。

"People see a doctor should act according to actual circumstances,Whether a serious illness/Ailment want to go to large hospital psychological not only to increase the patient a doctor's waiting time,Also give big hospitals caused trouble,Also caused the private medical institutions of the waste of resources."Foshan health bureau deputy director TanGuangMing Suggestions.

　　心理2：医院不能死人 Psychological 2:Hospitals are not dead

　　医院是救死扶伤的地方，在大多数市民心中，如果出现死亡案例，那么这家医院与医术不精也就挂上等号。

Hospital is the place to make,In the majority of citizens in the heart,If a death case,So the hospital and medical skill not jing will hang equals sign.

　　“绝大多数人心中都有这种想法，但是却没有根据具体情况进行分析”，佛山中山医院医务室负责人刘继鹏介绍，许多人来某家医院就诊之前可能就已经换过很多家医院，各家医院采取的治疗手法不同，病人的病情也不同，如果失血过多，就有可能刚进医院，还没上手术台前就死了。而这种情况下，病人家属就会直接埋怨医院，医院也比较无奈。而这种案例传播越久，对于医院的信誉损失也很大。

"Most people heart there is the idea,But no according to specific analysis",Foshan zhongshan hospital in clinic LiuJiPeng is introduced,Many people come to a house before hospital may have in many hospitals,Various hospitals take different treatment methods,The patient's condition is also different,If blood loss too much,It is possible to just entered the hospital,Haven't surgery seat died.And this kind of circumstance,The patient's family will directly blame hospital,The hospital is helpless.And this kind of case spread more long,For hospital credit loss is very big also.

　　佛山市第一医院副院长谭伟棠认为，一个真正负责任的医生是不会轻易下保证，一种病情百分百医治成功的概率是几乎不存在的。徐佳佳 吴晓芳

Foshan first vice President of the hospital TanWeiTang think,A real responsible doctor is not easily guarantee,A kind of illness heal successful probability is almost not exist.XuJiaJia WuXiaoFang