Prior studies have focused on the prevalence, causes and impacts of patients’ negative emotions during
doctor-patient communication. However, to date, there is a paucity of research focusing on doctors’ emotion-regulating strategies
and their effects on online medical consultation (OMC). In this connection, drawing on the concept of extrinsic emotion
regulation, this paper analyzes empirically the doctors’ strategies in regulating patients’ emotions and examines the effects
based on data from Dingxiang Yisheng, one of the largest online medical consultation platforms in China. It is
found that doctors deploy extensive discourse of relational work and diagnosis to regulate patients’ negative emotions. Comments
from patients not only reveal the effectiveness of doctors’ strategies in alleviating negative emotions but also showcase that
patients attribute the relief of their emotions to doctors’ expertise, attitude, response speed, and communication skills. All
these findings contribute to theoretical insights into emotion regulation and have practical implications for online
doctor-patient communication.