医院对外宣传的探索与伦理思考  

Exploration and Ethical Reflection on Hospital External Propaganda

作　　者：康芳琴[1] 董淑彦[1] 

机构地区：[1]西安交通大学第二附属医院,陕西西安710004

出　　处：《中国医学伦理学》2011年第4期536-537,共2页Chinese Medical Ethics

摘　　要：医院宣传应以重点学科建设为依托,促进医院对外宣传;主动邀请媒体"曝光",营造透明就医氛围;履行社会职责,提升医院形象;传播医疗信息,方便群众就医;投身突发事件,彰显人道主义;加强信息反馈,体现人本主义。必须以"真实"为伦理底线、以客观为价值追求、以准确为行事准则,坚持"宣传以诚为本",以便取信于社会,取信于公众。同时,应该增强政治意识、大局意识、责任意识,树立具有全局意义的大宣传观念。The hospital external propaganda should be based on the construction of key disciphnes. A transparent environment for medical service should be established by initiatively calling for exposure on media. Hospitals should fulfill their social obligations for image promotion, spread medical information to facilitate tba mass＇s access to medical service, join positively in emergent puhhc health events to display its humanitarian role, and strengthen the feedback of information for realizing its goal of people - orientation. The hospitals are also required to take truth as the ethical bottom line, the objective as value pursuit, the accuracy as norms of conducts, and stick to the fact -based propaganda, in order to gain the trust from the society and the general mass. Meanwhile, they should enhancepolitics awareness, overall situation, and responsibility, so as to build a great concept of propaganda with overall significance.

关 键 词：医院品牌 医院宣传 人文主义 医患和谐 人道主义 

分 类 号：R052[医药卫生]