In the current era of the development of new media, the hospital propaganda carrier tends to be more three-dimensional and integrated in terms of the route, the content and the focus of the propagation. The innovation of the propaganda carrier plays an important role in effectively improving the patient satisfaction, saving the management costs and improving the hospital’s cultural soft power. The paper expounds the concept of new media and cultural soft power, believes that the route and content of the hospital’s propaganda carrier shall be innovated, and proposes that the application of new media can effectively improve the hospital’s cultural soft power.%在当前新媒体发展时代，医院宣传载体从传播途径、传播内容及传播重心等各个方面更趋于立体化和整体化。创新宣传载体，对切实提升患者满意度、节约管理成本及提升医院文化软实力都起着至关重要的作用。文章通过阐述新媒体及文化软实力的概念，认为医院宣传载体在途径及内容等方面需要创新，提出了新媒体应用能有效提升医院文化软实力的观点。
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