运用PDCA推动微信公众订阅号在医院品牌传播中的应用

Application of PDCA in Wechat Subscription Accounts to promote Hospital Brand

随着医疗卫生改革的持续推进,医院间的竞争日趋激烈,医院的发展面临前所未有的挑战。扩大医院品牌影响力,提升社会知名度,成为医院的首要任务。微信公众订阅号凭借传播效率高、受众面广、运营成本低等优势,已成为医院品牌传播的主要载体。本文以某三级综合医院为切入点,借用PDCA循环管理工具,将微信公众号应用到医院品牌传播中,通过剖析存在问题,提出对策建议,循环往复和持续改进,提高医院微信公众订阅号的传播力,扩大医院的社会影响力。

With the advancement of medical and healthcare reform, the competition between hospitals is getting more fierce and the development of the hospital is facing unprecedented challenges. Expanding the influence of hospital brand and promoting social visibility has become the primary task of the hospitals. Wechat Subscription Accounts, which depend on the advantage of high transmission efficiency, wide audience and low operating cost, have been the main carrier of hospital brand promotion. This article takes a tertiary general hospital as the breakthrough point, uses PDCA cycle management tool, applies Wechat Subscription Accounts to hospital brand communication through the analysis of the existing problems, put forward countermeasures and suggestions so as to expand the dissemination of hospitals’ Wechat Subscription account and extend the social influence of hospitals.