新医改形势下医院品牌建设探讨

Hospital brand construction under new medical reform

随着我国新医改政策的出台和公立医院改革的不断深入,医院之间的竞争日益激烈,医院品牌建设显得尤为重要。本文从医院品牌内涵入手,探讨了新时期我国医院品牌建设的重要性,并在分析医院品牌建设现状的基础上,提出通过转变认知,强化医院文化和服务建设、明确个性化的医院品牌定位、转变营销宣传方式和加大医院创新力度来推进新时期的医院品牌建设。

With the introduction of new medical policy changes and the deepening of the reform of public hospitals, competition between hospitals becomes fiercer and hospital＇s brand building will be especially important. From the connotation of hospital brand, this article discusses the importance of hospital brand construction and analyses the present situation of hospital brand construction, proposing that it is important to promote the construction of hospital brand through changing cognition, strengthening hospital culture and service construction, clarifying the hospital＇s personalized brand positioning, shifting marketing and propagandistic method and increasing the innovation strength of hospitals.