一个深入人心的品牌是企业生存和发展的重要基础。而一个品牌从培育到逐步成熟,走向市场直到被广大公众所接受,需要一个进程和途径,而广泛有效的宣传则是实施品牌战略的重要手段之一。本文通过我院宣传工作在医院品牌建设中的具体实践,论述了利用媒体宣传,是提升医院知名度,树立医院品牌形象,增加患者对医院的信任度,促进医院品牌建设的重要意义。 A deeply rooted brand is an important foundation for the survival and development of an enterprise. A brand from nurturing to maturity, to the market until it is accepted by the general public, requires a process and approach, and extensive and effective publicity is an important means of implementation of brand strategy. This article through our hospital propaganda work in the hospital brand building practice, discusses the use of media advocacy, is to enhance the visibility of the hospital, establish the hospital brand image, increase patient confidence in the hospital, promote the hospital brand construction significance.