摘要
Abstract
Under the dual influence of the national"Healthy China"strategy and the era of media convergence,health science communication has evolved from a peripheral function of hospitals into a core strategic component.This paper takes the"Nanshan Health Communication"brand of the First Affiliated Hospital of Guangzhou Medical University as the research subject and systematically outlines its development path from conceptualization and system construction to comprehensive implementation.The study explores how the brand,through top-level design,resource integration,model innovation,and cultural development,has transformed from disease-centered education to a full-cycle health management model covering"screening,diagnosis,preven-tion,treatment,and rehabilitation."By analyzing the synergistic effects of specific initiatives such as the"Nanshan Medical Ex-perts Group,""Nanshan Live Studio,""Nanshan Health Express,""Nanshan Health Science Communication Ambassadors,"and the"Nanshan Integrated Media Matrix,"this paper reveals the multifaceted value of health science communication brand building in enhancing the hospital's social image,optimizing medical service processes,supporting disciplinary development,and strengthening internal cultural cohesion.The findings indicate that the"Nanshan Health Communication"brand not only sig-nificantly improves public health literacy but also serves as a powerful driver for the hospital toward high-quality development that integrates social benefits with operational efficiency.It provides a replicable"Nanshan Model"for public hospitals undergoing strategic transformation in the new era.关键词
健康传播/医院品牌/高质量发展/公立医院/健康中国Key words
Health communication/Hospital branding/High-quality development/Public hospital/Healthy China分类
医药卫生
