新常态下品牌医院建设面临的挑战与对策

摘要

如何创新医院管理、搞好品牌医院建设,是新常态下值得探讨的重要课题.本文结合工作实际,在引入品牌及医院品牌概念的基础上,指出品牌医院建设具有提高医院竞争力、促进医院可持续发展和保护患者利益等重要意义.通过分析新常态下打造品牌医院存在医院品牌缺失、医患关系紧张及医院管理弊端等问题,有针对性地提出了对策.%The issue of hospital management innovation, especially hospital brand construction, is an importance topic worthy of discussion under the New Normal.Pursuant to hospital practices, by using the concepts of brand and hospital brand, this article points out the importance of the hospital brand construction for the competitiveness and sustainability of the hospital and the pa-tients' benefits as well.Through systematic analysis of the existing problems facing the hospital brand construction under the New Normal, like the poor hospital image, the tense relationship between doctors and patients, and the malpractice of hospital manage-ment, the article puts forward well-directed countermeasures.