全媒体时代塑造医院品牌形象的路径探析--以北医三院雅安抗震救灾宣传为例  

Pathway of Shaping the Brand Image of Hospital's Model in All-Media Time: Taking the Publicity of Peking University Third Hospital's Earthquake Relief of Ya'an as an Example

作　　者：仰东萍[1] 宋纯理[1] 金昌晓[1] 

机构地区：[1]北京大学第三医院北京100191

出　　处：《中国医院管理》2013年第12期23-25,共3页Chinese Hospital Management

摘　　要：媒体传播是打造医院品牌的重要途径,全媒体时代为其带来机遇和挑战。文章以2013年4月北京大学第三医院国家抗震救灾专家医疗队赴四川雅安抗震救灾事迹的全媒体宣传为例,探讨如何利用全媒体特点,建立有效的宣传模式,提升医院品牌形象。Media is the important way for hospital to create its brand.All-Media time brings new opportunities to create its brand.Based on the publicity by All-Media on the event of earthquake relief in Ya＇an by specialist medical unit organized by Peking University Third Hospital for in April,2013,this essay analyzes possible models on establishing an effective All-Media campaign model with its different features when a significant event or negative information occurs,in order to improve the brand image of the hospital.

关 键 词：全媒体 医院品牌 医院管理 重大事件 抗震救灾 

分 类 号：R197.32[医药卫生—卫生事业管理]