医院形象构成要素及管理策略分析

Analysis of Constituent Elements of Hospital Image and Its Management Strategies

医院形象是医院在公众印象中从内在到外表的整体特征,医院形象的好坏直接影响医院自身、医疗活动及其在市场竞争中的成败。通过对医院形象构成要素进行分析、归纳,得出医院形象主要由医护人员、医疗技术、医疗服务、医院声誉和医院环境5大要素构成,并通过与国外医院形象管理现状进行对比,提出我国应注重医疗服务的多样化,建设优秀的医疗服务队伍,积极引进先进设备和研究成果,重视科研工作,提倡人文管理,建立良好的医院声誉和人情化的就医环境等策略。

The hospital image is the overall feature from the inside to the appearance in the public mind and it has direct effect on the hospital itself , its activities and even the results in the market competitions . It was summarized in this paper that the hospital image is mainly composed of 5 key elements which include medical staff , medical technology ,medical service ,hospital reputation and hospital environment by analyzing the key elements of hospital image .Some strategies are proposed to improve the hospital image by comparing the present situations of hospital management in both at home and abroad ,and they are focusing on the diversification of medical services , constructing excellent medical service teams ,introducing advanced equipment and research results actively ,paying much attention to scientific research ,promoting humanistic management and establishing good hospital reputation and humanized hospital environment .