医院新引进学科带头人宣传策略调查与分析.docVIP

医院新引进学科带头人宣传策略调查与分析 　　[摘要] 目的 探讨适用于医院新引进学科带头人发展的宣传策略。 方法 在传统媒介（电视、广播、报纸）和新媒介（微信、微博）上对首都医科大学附属北京同仁医院神经内科1名新引进学科带头人进行宣传。2014年12月1日～2015年7月31日以该学科带头人的230例门诊患者为调查对象，调查患者的基本情况、择医途径和媒介对患者择医的影响；调查数据采用描述性统计方法进行分析。 结果 60.44%的患者通过宣传途径择医；电视、微信、微博等媒介是患者择医的主要途径。 结论 医院制订新引进学科带头人宣传策略时需以营造人才成长的外部环境为出发点，通过媒介融合满足患者对健康传播形式的多元需求，为患者与学科带头人搭建沟通平台。 　　[关键词] 新引进学科带头人；宣传策略；传统媒介；新媒介；媒介融合 　　[中图分类号] R197.32 [文献标识码] A [文章编号] 1673-7210（2016）02（c）-0072-04 　　Survey and analysis on the publicity strategy of new academic leaders in hospital 　　GONG Xiaofei PIAO Yingshi 　　Publicity Center， Beijing Tongren Hospital， Capital Medical University， Beijing 100730， China 　　[Abstract] Objective To investigate apt publicity strategies for the development of new academic leaders in hospital. Methods A new academic leader from Neurology Department of Beijing Tongren Hospital Affiliated to Capital Medical University was publicized by both the traditional media （television， radio， newspaper） and the new media （WeChat， twitter）. From December 1， 2014 to July 31， 2015， 230 patients of this academic leader were recruited as survey subjects to investigate patients basic information， their ways of selecting doctors and influence of media on patients selected the doctor. Survey data were analyzed by descriptive statistics. Results 60.44% of patients selected the doctor with the publicity ways； television， WeChat， twitter and other media were the main ways of patients selected the doctor. Conclusion When making publicity strategy of new academic leaders， the hospital need to create the external environment for the growth of talent as a starting point， and satisfy the diverse needs of patients in the form of health communication through the media convergence，and build communication platform for patients and academic leaders. 　　[Key words] New academic leaders； Publicity strategy； Traditional media； New media； Media convergence 　　伴随医疗卫生体制改革的不断深入，卫生人才交流方式也呈现多元化的势态，各医院学科带头人流动的频率逐渐升高。以首都医科大学附属北京同仁医院（以下简称“我院”）为例，从2012