摘要
从新闻、广告、公关和事件行销4个方面论述了医院宣传工作的主要策略和方法。指出新闻宣传的优势在于能免费利用新闻媒体进行医院形象传播;广告宣传应精心策划广告内容,注意广告媒体选择、媒体组合和选择合适的媒体时机决策;公共关系策略对引导患者就医具有“润物细无声”的功效;事件行销能迅速提高医院的知名度和美誉度;医院宣传工作应遵循“波浪原则”、“类马太效应”和“充电池原理”三个规律。
The article discussed the strategies and methods of hospital propaganda work from news, advertisement, public relation and event marketing. The above four sections＇ strengths and shortcomings were analyzed. The strength of news was spread hospital character freely by media. The advertisement propaganda should design the scheme elaborately, choose the media, media mix earnestly and grasp appropriate chance for media decision. Public relation strategies could achieve the effect of moistening pupils unconsciously. The event marketing could improve the popularity and reputation of hospital rapidly. The hospital propaganda work should obey the laws of ‘wave guideline＇, ‘matthew effect guideline＇ and ‘recharge batterv theory＇.
出处
《中国医院》
2006年第5期47-49,共3页
Chinese Hospitals
关键词
医院管理
宣传工作
策略
hospital management, propaganda work, strategy
