以健康融媒中心打造公立医院品牌的路径探索--以江南大学附属医院为例  

Exploring the Path of Building a Public Hospital Brand through a Health Integrated Media Center--Taking Affiliated Hospital of Jiangnan University as an Example

作　　者：孙燕 过栋 丁一 谢霜 SUN Yan;GUO Dong;DING Yi;XIE Shuang(Publicity and United Front Work Department,Affiliated Hospital of Jiangnan University,Wuxi 214000,China;Party Committee Office,Affiliated Hospital of Jiangnan University,Wuxi 214000,China)

机构地区：[1]江南大学附属医院宣传统战处,江苏无锡214000 [2]江南大学附属医院党委办公室,江苏无锡214000

出　　处：《无锡职业技术学院学报》2024年第6期64-68,共5页Journal of Wuxi Institute of Technology

基　　金：无锡市科学技术协会软科学研究B类课题“依托江南健康融媒中心多维度塑造公立医院品牌的路径探索”(KX-24-B50)。

摘　　要：随着“健康中国”战略的深入实施,党的二十届三中全会对公立医院的改革路径进行了全新规划与期望设定。当前网络新媒体与“互联网+”蓬勃兴起,医院宣传工作的创新策略被赋予了更高的时代要求。基于江南大学附属医院(简称“江大附院”)在宣传实践中的宝贵经验,探讨如何利用新时代语境,依托江南健康融媒中心这一平台,从多重维度出发,打造公立医院品牌。医院应开发媒体资源以丰富宣传载体、开创融媒新阵地以创新宣传形式、开设精准健康科普以树立宣传样板、挖掘“文化元素”以细化宣传内容,进而提升医院的公众认知度与品牌影响力,实现“品牌化”效应的显著增强。With the in-depth implementation of the“Healthy China”strategy,the Party’s 20th National Congress report has made a new plan and expectation setting for the reform path of public hospitals.At present,with the vigorous rise of new network media and the“Internet+”wave,the innovative strategy of hospital publicity work has been given higher requirements of the times.Based on the valuable experience of the Affiliated Hospital of Jiangnan University(referred to as the Affiliated Hospital of Jiangnan University)in publicity practice,this study aims to building a public hospital brand from multiple dimensions by using the context of the new era and relying on the platform of Jiangnan Health Financial Media Center:Develop media resources to enrich publicity carriers,create new positions of convergence media to innovate publicity forms,set up accurate health science popularization to establish publicity models,excavate“cultural elements”to refine publicity content,etc.,so as to enhance the public awareness and brand influence of hospitals,and achieve significant enhancement of“brand”effect.

关 键 词：江南健康融媒中心 公立医院 品牌 融媒体 

分 类 号：R197[医药卫生—卫生事业管理]