新媒体时代医院宣传工作的创新策略研究  

Research on Innovation Strategies of Hospital Propaganda Work in the New Media Era

作　　者：吴正友 WU Zhengyou(Department of Publicity,Subei People′s Hospital of Jiangsu Province,Yangzhou Jiangsu 225001,China)

机构地区：[1]江苏省苏北人民医院宣传处,江苏扬州225001

出　　处：《中国卫生标准管理》2025年第2期55-58,共4页China Health Standard Management

摘　　要：随着新媒体的快速发展,医院宣传工作面临着新的挑战和机遇。在新媒体时代,信息传播的方式、受众获取信息的方式、舆论的影响力等都发生了巨大的变化。这为医院的宣传工作带来了机遇的同时,也造成了一定的挑战,比如社交媒体的影响力扩大、医疗信息传播速度加快、舆论引导难度加大等。因此,如何适应新媒体时代的需求,创新医院的宣传策略,提高医院品牌知名度和美誉度,成为一个值得研究的课题。基于此背景,文章从新媒体时代医院宣传工作面临的挑战出发,分析了医院宣传工作在新媒体时代的创新路径,以期推动医院的可持续发展。With the rapid development of new media,hospital propaganda work is facing new challenges and opportunities.In the new media era,great changes have taken place in the way of information dissemination,the way of the audience to obtain information,and the influence of public opinion.This has brought opportunities to the propaganda work of the hospital,but also caused certain challenges,such as the expansion of the influence of social media,the acceleration of the dissemination of medical information,and the difficulty of public opinion guidance.Therefore,how to adapt to the needs of the new media era,innovate the hospital′s publicity strategy,and improve the hospital′s brand awareness and reputation has become a topic worthy of study.Based on this background,this paper analyzes the innovation path of hospital propaganda work in the new media era from the challenges brought by the new media era to the hospital propaganda work,in order to promote the sustainable development of the hospital.

关 键 词：新媒体时代 医院 宣传工作 创新路径 宣传内容 品牌 

分 类 号：R197[医药卫生—卫生事业管理]