主题：数字患者导航能否改善门诊护理体验？来自大规模实地实验的证据
Can Digital Patient Navigation Improve Outpatient Care Experience? Evidence from a Large-Scale Field Experiment
主讲人：新加坡管理大学李光前商学院 陈一行副教授
主持人：工商管理学院 陈鑫副教授
时间：9月28日10:00-12:00
地点：柳林校区诚正楼1122
主办单位：工商管理学院
主讲人简介：
陈一行，工商管理学博士，新加坡管理大学李光前商学院市场营销学副教授。长期致力于推动商业与社会价值共创的学术研究，注重研究的实践价值与社会影响。其主要研究领域包括营销的社会效应（聚焦医疗与教育行业）及平台企业的数字营销战略。相关研究成果发表于Journal of Marketing, Journal of Marketing Research, Management Science, Production and Operations Management, PNAS Nexus, Clinical Gastroenterology and Hepatology等国际顶级管理学、综合科学及医学期刊。曾荣获美国市场营销科学研究院（Marketing Science Institute）青年学者奖、Poets & Quants全球40位40岁以下最佳商学院教授、首届《金融时报》全球社会影响力学术研究奖、美国市场营销协会社会责任杰出研究奖、美国市场营销协会John A. Howard年度最佳博士论文奖、新墨西哥大学杰出青年校友、德州农工大学杰出博士论文奖等。目前担任Journal of Marketing和Journal of Marketing Research的编委会成员，同时担任Marketing Science, Management Science, MIS Quarterly, International Journal of Research in Marketing, Journal of the Academy of Marketing Science等多本国际知名期刊审稿人。
内容提要：
The lecture will focus on research into the effects of digital patient navigation tools on outpatient care. Long wait times and complex in-hospital navigation are widespread challenges in healthcare systems without strong primary care gatekeeping. Although digital navigation tools are often promoted as scalable ways to improve access to care and patient experience, evidence of their effectiveness remains limited. The speaker will present a large-scale field experiment conducted with a major public hospital system in China. Over three months, approximately 850,000 patients were randomly offered access to a digital patient navigation tool. Only 3% used it, and the tool had minimal effects on overall visit duration and patient satisfaction at the population level. Among patients who adopted it, however, the tool significantly increased visit duration. Further analysis shows that it changed patient behavior in two ways: patients joined queues earlier and completed more clinical and administrative tasks, extending their total time in the hospital. The lecture will discuss what these findings reveal about capacity-constrained healthcare systems: information-based digital tools may be underused and, even when adopted, may change patient behavior without easing operational bottlenecks or improving the outpatient experience.
讲座主要围绕数字患者导航工具对门诊就医体验的影响研究展开。在缺乏强有力基层医疗分诊机制的医疗体系中，门诊就诊等待时间长、院内路线复杂是普遍存在的问题，影响患者及时获得医疗服务及就医体验。数字患者导航工具常被视为可大规模推广的解决方案，但其实际效果仍缺乏充分证据。报告人将介绍与国内一家大型公立医院合作开展的大规模实地实验：在三个月内，研究团队随机向约85万名患者提供数字患者导航工具的使用机会。结果发现，只有约3%的患者使用了该工具，因此从总体来看，它对就诊时长和患者满意度的影响十分有限。然而，在实际使用该工具的患者中，就诊时长显著增加。进一步分析表明，导航工具促使患者更早进入候诊队列，并完成更多诊疗及行政事项，从而延长了其在医院的总停留时间。讲座将结合这些发现，深入探讨医疗资源受限的情况下，信息类数字工具为何可能因使用率低、未能缓解运营瓶颈，而难以有效改善门诊就医体验。
