公立专科医院品牌传播路径探索:以中山大学附属肿瘤医院为例

Discussion on brand communication of special public hospital: With the case of Sun Yat Sen University Affiliated Cancer Hospital

公立专科医院在品牌传播素材、传播平台、机构设置和投入方面与公立综合医院存在差距,面临诸多困境。在分析公立专科医院品牌传播面临困难的基础上,中山大学附属肿瘤医院通过搭建立体式传播架构,创建传播平台、拓宽传播渠道,与媒体合作上主动出击、深度挖掘等举措构建基于战略地图的品牌传播路径,取得一定成效。围绕路径实施的基本点、重点、关键点和要素展开思考。

There are gaps on brand communication factor, platform, department setting and investment between general public hospital and special public hospital. Based on the analysis of problems and difficulties on brand communication in special public hospital, Sun Yat Sen University Affiliated Cancer Hospital has designed strategy based brand communication involving setting up organization structure and communication platform, extending communication channels and active coordinated with media and has got some effectiveness. The bases, key points and main factors on implementation of brand communication have also discussed.