Using WeChat to solve the Three-Long & One-Short dilemma: Insights from a paradigmatic case

Abstract

This paper, a case-based research, aims to find to what extent social media applications such as WeChat can contribute to solving the dilemma of ‘Three-Long & One-Short’ (long waiting time for registration and payment, long waiting time for getting medicine, long waiting time for treatment and short time of diagnosis) dilemma in Chinese large public hospitals. To achieve this objective, the case of implementation of the ‘WeChat plus outpatient medical services’ in the Guangzhou Twelfth People’s Hospital was studied using a SERVQUAL multiphase inventory measurement. It is concluded that social media-based platforms can effectively contribute to alleviating the ‘Three-Long’ part of the dilemma, but solving the ‘One-Short’ will need a more holistic approach. It can be seen that the construction of ‘WeChat + outpatient service’ platform has improved the patient’s medical experience, increased the satisfaction of patients and the medical staff, and promoted employees’ awareness of active service.