this article is focused on the negative image doctor groups，from the perspective of negative stereotypes，by using the method of qualitative research in Shanghai two part of 3 armour hospital patients and doctors had in-depth interviews，a total of 20 people to 2014，and 2015 of the southern metropolis daily media image doctor made a careful investigation. The study found that marketization of medical reform，in the common social psychological imbalances and conflict，against the background of a few doctors medical ethics landslide is the origin of the negative stereotypes of doctors，and the media in negative stereotypes of construction and the doctor has played a crucial role in curing process. While the doctors practising in the reality is challenging，the doctor to protect their own rights and interests，to make a series of action，establishing a good doctor-patient relationship with government，hospitals，the media and the support of medical social workers.