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医院宣传工作起着宣传医院特色、推介医院品牌、塑造医院形象、沟通医患关系、拓展医疗市场等作用。随着医药卫生体制改革的逐步推进,医院如何取得竞争先机,宣传工作在医院的发展建设中起着尤为重要的作用。医院的对外宣传,其重点在于应构建与媒体的良好关系。在宣传战略方面,应选好医院宣传的准确定位和符合实际的宣传模式。如此,才能更好地发挥媒体桥梁作用,构建和谐医患关系。
Hospital advocacy work plays a publicity hospital characteristics, promote the hospital brand, shape the hospital image, communicate doctor-patient relationship, expand the medical market and so on. With the gradual advancement of the medical and health system reform, how the hospital can obtain the first chance of competition and the propaganda work plays an especially important role in the development and construction of the hospital. The hospital’s external publicity, its emphasis lies in building a good relationship with the media. In the promotion strategy, hospitals should be selected for the accurate positioning of publicity and in line with the actual propaganda model. In this way, we can better play the role of a media bridge and build a harmonious relationship between doctors and patients.