新医改视野下公立医院品牌战略探索与实践

Exploration and Practice of Brand Strategy in Public Hospitals under the New Medical Reform

实施品牌战略是公立医院落实新医改政策的要求,也是适应医疗市场竞争的现实需要。在新医改的视野下,按照公立医院发展实际和品牌建设规律,提出了树立正确理念、制定品牌战略、推进战略实施的品牌建设路径和方法。以武汉市中心医院的品牌战略实践为例,总结分析了公立医院通过实施技术、人才、服务、文化、公共关系品牌战略,转变发展方式,提升发展质量,增强核心竞争力,实现跨越式发展的做法、经验及成效。

Implementing brand strategy is not only the requirement of carrying out policies of new medical reform in public hospitals but the demand to adapt to the competition of medical market. Under the new medical reform and in ac- cordance with the true development in public hospitals and the brand construction law, the authors propose brand construc- tion paths and methods to establish correct concept, devise brand strategy and promote strategy implementation. Taking the practice of brand strategy in Wuhan Central Hospital as an example, the authors summarize and analyze the practice, experi- ence and effect of realizing great-leap-forward development by practicing the strategies of technology, talent, service, cul- ture and public relation, changing development model,improving development quality, and enhancing core competitiveness in public hospitals.