The Study Of Public Hospital Brand Image’s Building And Communication Based On CI Strategy

Hospital is an important part of the social service supply system.At the same time,it shoulders the important mission of protecting people’s health and preventing the spread of diseases.Currently with the continuous progress of the medical and health system reformation,the medical system experiences a significant updating and improvement,and all kinds of hospitals have also taken on development and competition in new aspects.As the major component of China’s medical and health industry,public hospitals need to constantly adapt to the current development situation,keep up with the pace of medical and health reformation,and further enhance their core competence comprehensively.Therefore,in today’s fiercely competitive medical industry,public hospitals have to established brand awareness,indeed introduce the CI theory into the development process,and systematically studied the building and exposure of public hospitals’ brand image.These not only effectively correspond to the national plan of building the modern hospital management system,but also present the hospital to the public and patients in a comprehensive and detailed way.All of these actions solve the problem of choosing the proper hospital,which promote the development of hospitals and public medical service in a great extent.As a representative Three Level of First-class Hospital in Hebei Province,the Third Hospital of Hebei Medical University,which has been continuously developing since it was established,has a strong influence in the medical industry nationwide.In the "Annual list of the best hospitals in China" issued by Fudan University,it has been ranked in the national top 100 hospitals for several times.the Third Hospital of Hebei Medical University has already become one of the outstanding representatives of general public hospitals in Hebei Province.The hospital’s brilliant achievements and continuous development not only contribute to the development of medical industry,but also significantly benefit to patients and the social welfare.As an important component of public service and social utilities,it is an effective way and necessary approach that systematically build the brand image and expose the brand awareness of public hospitals,in order to strengthen the connection between public hospitals and the public and patients.Therefore,by examining actual cases and studying relevant articles,the author applies the CI theory to build the brand image and expose the brand awareness of public hospitals,and further takes the Third Hospital of Hebei Medical University as a case study.Through defining the concept and analyzing the current advantages and problems of public hospitals’ brand image,the author attempts to find specific methods that could effectively build and expose the positive brand image of hospitals.Starting from three aspects of CI theory include Mind Identity(MI),Behaviour Identity(BI)and Visual Identity(VI),this paper studies and summarizes the case from different perspectives,such as social needs,hospital brand and mass communication.This paper is aiming at providing reference and critical thinking for the exploration and development of public hospitals’ branding in the future.