规范自媒体运营维护医院品牌的危机应对路径探究  

Crisis Response Paths Explored in Regulating Self-media Operations to Maintain Hospital Brands

作　　者：王璐[1] 陈明雁 陈恔[1] 邱书琳 董琳[1] WANG Lu;CHEN Mingyan;CHEN Xiao;QIU Shulin;DONG Lin(Publicity Department,Peking Union Medical College Hospital,Beijing 100730,China)

机构地区：[1]北京协和医院宣传处,北京100730

出　　处：《中国卫生产业》2024年第14期159-162,共4页China Health Industry

摘　　要：本文通过一系列研究及论述,探索出新媒体时代下医疗机构通过规范自媒体运营维护医院品牌的路径,提出了加强人员培训、分级分类管理、差异化定位、把关内容发布和健全危机管理机制等提升品牌形象、化解危机的具体策略和方法。根据北京协和医院处理经验,可以通过制度修订、建立应急机制、舆情风险研判、做好媒体私域管理等手段,加强自媒体管理,定期更新管辖范围内各类自媒体清单,重大信息发布前应做好审核和风险研判,做到出现突发危机事件时有抓手、有预案、有措施。Through a series of research and discussion,this paper explores the path of medical institutions to maintain hospital brand by standardizing self-media operation in the new media era,and puts forward specific strategies and methods to enhance brand image and resolve crisis,such as strengthening personnel training,hierarchical classification management,differentiated positioning,good content release and sound crisis management mechanism.According to the experience of Peking Union Medical College Hospital,we can strengthen the management of self-media by system revision,establishment of emergency response mechanism,public opinion risk research and judgment,and good media private domain management,regularly update the list of all kinds of self-media within the jurisdiction.Before the release of major information,we should do a good job in auditing and risk research and judgment,so that there are grasps,plans and measures when there are sudden crisis events.

关 键 词：自媒体管理 医院文化 医院品牌 品牌管理 危机化解 

分 类 号：R197.3[医药卫生—卫生事业管理]