中医医院中医药健康文化传播的品牌建设需求分析及对策  

Analysis and countermeasures on the demand of traditional Chinese medicine health culture communication brand construction in hospitals of traditional Chinese medicine

作　　者：黄淑芬[1] 孟逸欣 谢瑾琳[1] 程波敏[1] HUANG Shufen;MENG Yixin;XIE Jinlin;CHENG Bomin(Health Education Room,Shenzhen Traditional Chinese Medicine Hospital,Guangdong Province,Shenzhen 518033,China)

机构地区：[1]深圳市中医院健康教育室,广东深圳518033

出　　处：《中国当代医药》2024年第29期125-129,共5页China Modern Medicine

基　　金：深圳市中医院首届医院管理研究立项课题(深中医[2023]133号)。

摘　　要：目的了解目前中医医院中医药健康文化传播存在的问题及需求,分析其原因,为进一步提升品牌建设提供科学依据及建议。方法选取2023年5月至8月深圳市中医院的552名医务人员、375例住院患者作为研究对象,通过问卷调查及深入访谈,分析中医医院中医药健康科普传播存在问题及需求。结果医务人员认为影响参与中医药健康文化传播工作积极性的因素中,排在前三的是工作忙不能兼顾、绩效支持不足、医院提供的传播平台不足,分别占比49.09%、33.15%和29.17%;认为医院存在的主要问题是医院宣传支持力度不够、申请流程复杂,多部门沟通效率低、医院对科室经费支持不足,分别占比49.46%、46.38%、40.7%。在传播内容和渠道上,医务人员与患者的需求有明显的不一致,医务人员认为最需要加强的是中医特色疗法推广,占比67.21%、45.29%;而患者认为是中医养生保健方法占比74.4%。医务人员认为线上与线下渠道的需求基本一致,分别为占比46.20%和40.76%;而患者需求上明显偏向于线上渠道,占比61.07%。结论中医药健康文化传播工作涵盖医务人员和社会群众两个群体,剖析认清两个群体的供需情况,对提升医院中医药健康文化传播效能,打造品牌有积极的促进作用。Objective To understand the current problems and needs of traditional Chinese medicine(TCM)health culture communication in TCM hospitals,analyze the reasons,and provide scientific basis and suggestions for further brand building enhancement.Methods A total of 552 medical staff and 375 inpatients from Shenzhen Traditional Chinese Medicine Hospi-tal from May to August 2023 were selected as the study objects.Through questionnaire survey and in-depth interview,the problems and needs of TCM health science popularization in TCM hospitals were analyzed.Results Among the factors that the medical staff believed affected their motivation to participate in the dissemination of TCM health culture,the top three were busy work that could not be taken care of at the same time,insufficient performance support,and insufficient dissemi-nation platforms provided by the hospital,which accounted for 49.09%,33.15%,and 29.17%,respectively.And the main problems that the hospital believed existed were insufficient publicity support from the hospital,a complicated application process with inefficient multi-departmental communication,and insufficient financial support to the hospital's insufficient financial support for departments,accounting for 49.46%,46.38%and 40.7%respectively.In terms of communication con-tent and channels,there was obvious inconsistency between medical staff and patients.Medical staff thought that the most important thing to strengthen was the promotion of TCM characteristic therapy,accounting for 67.21%and 45.29%.The pa-tients believed that the traditional Chinese medicine health care method accounted for 74.4%.Medical personnel thought that the needs of online and offline channels were basically the same,accounting for 46.20%and 40.76%,respectively;while patients'needs clearly favored online channels,accounting for 61.07%.Conclusion The dissemination of TCM health culture covers both medical staff and the public,and ana-lyzing and recognizing the supply and demand of the two groups will have a positive effect on im

关 键 词：中医药 文化传播 需求分析 品牌建设 

分 类 号：R277[医药卫生—中医学]