浅析融媒体环境下公立医院品牌传播的“南通模式”

Analysis of the"Nantong Model"of public hospital brand communication in the convergence media environment

医院品牌作为凸显医院技术和服务的重要标志,对于树立医院形象、提升医院综合竞争力及推动公立医院高质量发展具有重要意义。南通大学附属医院主动融入融媒体环境,在公立医院品牌传播方面形成了在全国具有影响力的“南通模式”。作者从实施背景、实施策略、实施路径、实施成效等4个方面,从机构设置、制度设计、载体拓展、内容生产、队伍建设、传播体系等6大路径进行了阐述,对融媒体环境下公立医院品牌传播具有较强示范意义。

As an important symbol highlighting hospital technology and services,hospital branding is of great significance in establishing hospital image,enhancing comprehensive hospital competitiveness and promoting high-quality development of public hospitals.Nantong University Hospital has taken the initiative to integrate into the convergence media environment and formed a nationally influential"Nantong model"in public hospital brand communication.The author elaborates on four aspects,including implementation background,implementation strategy,implementation path,and implementation effectiveness,and six major paths,including institutional setting,system design,carrier expansion,content production,team building,and communication system,which have strong demonstration significance for public hospital brand communication in the convergence media environment.