公立医院宣传工作策略探讨

PRACTICE AND EXPLORATION OF PUBLIC HOSPITAL PROPAGANDA IN “12 ·5” REFORM PERIOD

随着"十二·五"医改进一步深入,医疗市场竞争日趋激烈,对公立医院新闻宣传工作也提出了更高的要求。笔者从院内、院外及网络三方面进行了深入的探讨,对提升"就医感受"、做好舆情控制、加强文化建设、塑造品牌形象、主动引导媒体和强化网络建设等方面进行了具体的阐述,指出了宣传工作在公立医院"十二·五"发展规划中的重要作用。

Along with the 12th five - year reform running forward, the competition in medical market becom- ing fierce day by day, it also put forward higher requirements for news propaganda. This article carried on a thorough discussion on this topic from three aspects： intrahospital, extrahospital and network, make a detail description about how to promote ＂tast of seeing a doctor＂, control the public opinion, strengthen the construction of culture, set up brand image, actively guide the media, and strengthen the construction of network, revealed the important role of propsgada in public hospital 12th five - year development program.