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 possible. 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
Data are collected from the back end of an internet hospital platform operated by a top hospital in China. By extracting communication patterns from approximately 20,000 records of online service requests and by controlling the features of these requests, we test the impacts of response load, detailed communication, and emotional comfort on patients’ satisfaction. We further explore the effects of these strategies in different service contexts.
RESULTS
Physicians with a low response load, more detailed communication style, and expressions of emotional comfort receive more positive patient feedback. Response load does not affect patients’ satisfaction with free service, whereas a detailed communication style and emotional comfort each enhances satisfaction. Response load significantly reduce patients’ satisfaction with paid service, while a detailed communication style has no effect. Compared with free service, emotional comfort more strongly promotes patients’ 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.