重大自然灾害中公立医院应急救援与品牌宣传——以四川大学华西医院在6·24茂县山体滑坡和8·8九寨沟地震中的救援和宣传工作为例

Analyzing The Public Hospitals' Emergency Rescue And Brand Publicity in Major Natural Disasters

随着医疗卫生体制改革的不断深化,医疗市场竞争日益加剧。医院品牌作为竞争的重要因素,正受到越来越多的关注。但是由于长期处于计划经济体制,我国大多数公立医院品牌意识还比较淡薄,品牌输出仍处于被动宣传阶段。重大自然灾害因可于短期内引起舆论广泛关注,成为医院品牌输出的重要契机。文章以华西医院在2017年茂县山体滑坡和九寨沟地震两次事故中的应急救援和灾后宣传为例,分析了公立医院在事故救援中连带实现医院品牌宣传的有益经验:宣传启动时间意识强,在灾难发生之后即快速反应;宣传文章撰写有技巧,既彰显团队的高端、专业,又能够满足新闻受众的猎奇心理;注重媒体联动效应,营造内外兼顾的宣传格局。

With the deepening of health care system reform, the competition in medical market kept intensifying. As an important factor of competition, hospitals＇ brand is more and more valued. However, due to the long - term Planning Economic System, most public hospital＇ s brand awareness is still weak in China. Accidents as major natural disasters can cause wide public concern in short term, which can be an important opportunity to hospitals＇ brand output. Sampled with West China Hospital, which has implemented emergency rescue and brand publicity in major natural disasters as Maoxian Landslides and Jiuzhaigou Earthquake, its experiences were analyzed, mainly as strong time consciousness of starting propaganda and skillful publicity articles, which not only highlight the team＇ s professional, but also satisfy the audiences＇ curiosity. In addition, media linkage effect was used to construct comprehensive propaganda pattern.