摘要
目的:探索新媒体时代医院公众形象塑造的策略,解决传统媒体在医院公众形象塑造上所遗留的问题。方法:对新媒体运营的三个关键要素:"内容"、"用户"、"数据"分别进行分析,提出新时期的医院公众形象塑造策略。结果:利用新媒体弘扬医院文化、针对不同患者社群提供差异化服务、通过分析数据推送符合受众阅读特点的内容作为新策略提升医院的影响力,满足患者了解医疗民生问题的诉求。结论:新媒体时代医院形象塑造的新策略可以很好引领公众、塑造良好的医院公众形象。
Objective:To explore the new strategies of establishing public image in new media era and to solve the problems which are original from traditional media strategies.Methods:Through respectively analyzing contents,customers and data,these three key points of new media,to explore the new strategies of establishing public image of hospitals.Results:Promoting hospital culture by new media,differentiated services of different patients communities and sending favorable contents to audience through data analysis are efficient strategies of upgrading influence of hospitals and satisfying the requirements of patients who are willing to know the truth of medical care.Conclusions:The new strategies in new media era could efficiently lead the recognition of the public and establish the new public image of hospitals.
作者
郭正浩
Guo Zhenghao(Finance Department,The First Affiliated Hospital of Henan University of Science and Technology,Luoyang,Henan,471000)
出处
《江苏卫生事业管理》
2020年第4期496-498,共3页
Jiangsu Health System Management
关键词
新媒体
公众形象
医院文化
差异化服务
社群
new media
public image
culture
differentiated services
community
