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KMID : 1164420100050020087
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Health Communication
2010 Volume.5 No. 2 p.87 ~ p.107
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A Study on the Recognition and Spreading Channel of Reputation for the Noted Doctor
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Song Young-Hoon
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Abstract
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When people get sick, especially severely ill, almost everyone seek the advice of a medical specialist of the disease. It is a divine demand and right of patient that is looking for a competent doctor who they believe and is seeking another doctor when they think the previous one is unreliable. However, it is very difficult to decide that which hospital and which doctor he or she should go. When a patient changes from hospital to hospital, it may cause a disease to worsen because he or she missed the right time to treatment, and it may also cause fatal result because the patient visits a hospital with a wrong information. As a result, patients want to seek a competent doctor or noted doctor, and it is a very easy way to PR and marketing a hospital by an attending doctor is known as a ’noted doctor’ of a certain disease. Thus, this study investigated the communication activity and channel during the recognition and spreading process of a ’noted doctor’. It examined these: what kind of conditions are needed to be a ‘noted doctor’, how much it is influence by each condition, which channel can be used to become the ’noted doctor’, how can the patient who is seeking for the ’noted doctor’ get this information, and etc.
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KEYWORD
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Noted doctor, Spreading Channel of Reputation for the Noted Doctor
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