论文部分内容阅读
[目的]分析肿瘤专科医院在品牌建设中存在的优势和不足,为提升医院品牌影响力提供建议。[方法]通过问卷调查形式,以湖北省肿瘤医院为例,分析肿瘤专科医院的品牌资产、品牌传播渠道、品牌优势等数据资料。[结果]90%受访者表示知道或听说过湖北省肿瘤医院,79%受访者认为该院处于优秀或良好水平;受访者对手术质量最满意,其次为诊疗技术和医生态度等;57%受访者会推荐身边肿瘤患者去该院就诊。湖北省肿瘤医院的品牌优势主要表现为专业性强(85%)、医疗水平高(61%)和设备先进(47%);肿瘤疾病防治健康普及教育活动中,最受青睐的传播渠道是专家咨询,最有效的方式是社区宣传。[结论]肿瘤专科医院品牌影响力较综合医院有其专业优势和品牌提升空间。肿瘤专科医院应通过巩固专科优势、打造专家团队、积聚口碑效应提升品牌影响力。品牌宣传手段的选择包括强化口碑传播,并配合大众媒体推广。
[Objective] To analyze the advantages and disadvantages of cancer hospitals in brand building and provide suggestions for enhancing the brand influence of hospitals. [Methods] By means of questionnaire survey and taking Cancer Hospital of Hubei Province as an example, the author analyzed the data of brand assets, brand communication channels and brand advantages of cancer specialist hospitals. [Results] 90% of the respondents indicated that they knew or heard of Hubei Cancer Hospital and 79% of respondents considered the hospital to be excellent or good; the respondents were most satisfied with the operation quality, followed by the diagnosis and treatment techniques and doctor’s attitude ; 57% of respondents will recommend cancer patients around the hospital. Tumor Hospital of Hubei Province is mainly characterized by strong professional brand (85%), high level of medical care (61%) and advanced equipment (47%); cancer disease prevention and treatment of universal health education activities, the most popular communication channels are experts The most effective way to consult is community advocacy. [Conclusion] The influence of the brand of cancer hospital is more specialized and the space for brand promotion than the general hospital. Cancer hospital should consolidate the advantages of specialties, build team of experts, accumulate word-of-mouth effects to enhance brand influence. The choice of brand promotion means include strengthening word-of-mouth communication and cooperating with mass media promotion.