Branding strategy of the hospital based on audience media literacy analysis / 中华医院管理杂志

ABSTRACT

Objective To investigate different media-use habits and different media information comprehension of the audiences.Methods 127 inpatients and 33 outpatients were sampled for questionnaire survey,learning such information as the basics of the audience,medical experience and current media use,participation intension analysis.Results Internet,television,newspapers and other mass media constitute main channels of the audiences to learn health knowledge; audiences depend on the media to know the departments and specialists of the hospital Conclusion in the meantime of professional disciplines development and innovation,the hospital should not ignore its branding and innovation; an important management tool in its branding strategy is to integrate hospital and media resources,build positive image of the hospital,in order to improve hospital brand awareness,credibility and reputation