“引爆点”理论视角下医院突发公共卫生事件处置

Analysis of the communication mechanism for a hospital handling public health emergencies from the perspective of“Tipping Point”theory

2022年4月,浙江省肿瘤医院所处的杭州市拱墅区发生疫情,医院经历了建院以来涉及就诊面最广、最不同寻常、时间最为紧迫的突发公共卫生事件危机。院方以患者为核心,立足公众视角,及时准确传递医院权威声音,展现了危机中的决断力和执行力。本文以马尔科姆·格拉德维尔的“引爆点”理论为切入点,揭示突发疫情及应对所引起的网络舆情态势,探讨医院在突发公共卫生事件处置中的传播做法,为各医院品牌传播及运营提供实操性的借鉴。

In April 2022,an epidemic occurred in Gongshu District,Hangzhou,where Zhejiang Cancer Hospital is located.And the hospital was confronted with the most extensive,the most unusual and the most urgent public health emergency crisis since its establishment.Taking patients as the core and proceeding from the public perspective,an authoritative voice of a hospital was conveyed in a timely and accurate manner,which demonstrated the hospital’s resolution and executive power in the crisis.Based on Malcolm Gladwell’s“tipping point”theory,the paper reveals the situation of online public opinion caused by the sudden epidemic and its response,discusses the hospital’s communication practices in handling public health emergencies and provides hospitals with practical reference for brand promotion and operation.