医院品牌建设中事件传播的策略与风险探讨  

Discussion on Strategy and Risk of Event Propagation for Hospital Brand

作　　者：柳辉艳[1] 彭宇竹[1] 王娟[1] LIU Hui-yan;PENG Yu-zhu;WANG Juan(Nanjing Drum Tower Hospital)

机构地区：[1]南京鼓楼医院

出　　处：《医院管理论坛》2020年第8期23-25,共3页Hospital Management Forum

基　　金：南京大学医院管理研究所课题研究项目(南京鼓楼医院医学发展医疗救助基金会资助项目),编号:NDYG2017002。

摘　　要：医院的宣传多处在相对被动且弱势的局面中,随着新媒体的发展,以事件传播方式推动医院品牌建设开始崭露头角。南京鼓楼医院作为一所成立逾百年的知名医院,通过事件传播的方式不断丰满自身品牌形象,成功地传递了“关爱生命,传承博爱,崇尚科学”的价值观。本文立足于南京鼓楼医院品牌建设中事件传播的实践,从内容、形式、渠道三个方面剖析其传播策略,并对实践中存在的风险进行探讨。Hospital publicity is mostly in a relatively passive and weak situation.With the development of new media,the promotion of hospital brand building through event propagation has begun to emerge.As a well-known hospital established for more than a century,Nanjing Drum Tower Hospital has continuously enriched its brand image through event propagation,and successfully conveyed the values of"caring for life,inheriting fraternity,and advocating science".Based on the practice of event propagation in the brand building of Nanjing Drum Tower Hospital,this article analyzed its propagation strategy from three aspects:content,form,and channels,and discussed the risks in practice.

关 键 词：医院宣传 事件传播 品牌建设 

分 类 号：R197.3[医药卫生—卫生事业管理]