In the public hospital brand positioning,the we media transmission increasingly becomes the most im portant way of hospital brand transmission for its openness,interaction,diversity and audience accuracy.The study introduced the current situation of we media transmission in public hospitals,pointed out the core content of public hospital brand transmission,and put forward the strategy of we media communication,including the timeliness characteristic,breaking through tradition,focusing on humanities,digging out news points,paying attention to communication,and attaching importance to intellectual property.%在公立医院品牌定位中,自媒体传播因其开放性、互动性、活动多样性以及受众精准性,日益成为医院品牌传播的最重要方式.介绍了自媒体在公立医院的传播现状,指出了公立医院品牌传播的核心内容,提出了唯快不破、突破传统、侧重人文、挖掘新闻点、注重交流以及重视知识产权等自媒体传播策略.
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