我院门诊药房公共关系危机管理初探

目的:为预防和应对医院门诊药房的公共关系危机提供参考。方法:通过分析我院门诊药房公共关系危机现状,基于相关理论,提出针对性的公共关系危机管理策略。结果:我院门诊药房药师普遍公共关系危机意识差,对纠纷事件处理缺乏理论指导,门诊药房与职能科室及医师缺乏沟通。对此,可通过提高药学服务水平,成立药剂科危机管理小组,建立与医师及职能科室的有效联络等策略预防潜在的公共关系危机;通过保证内、外沟通有序,主动邀请卫生行政管理部门参与调查处理等策略应对已发生的公共关系危机;同时,通过多种渠道宣传药房和药师,并从专业角度塑造良好的药师形象。结论:加强门诊药房公共关系危机管理,有利于促进医院的健康和谐发展。

Discussion on the Public Relation Risk Management of Outpatient Pharmacy in Our Hospital

OBJECTIVE： To provide a reference for preventing and responding public relations risk of outpatient pharmacy in hospital. METHODS： The policy of public relations risk management was put forward by analyzing the status quo of public relation risk in outpatient pharmacy of our hospital. RESULTS： Outpatient pharmacists had weak awareness of public relations risk, insuffi- cient theory guidance for dispute disposal, lack of communication with physicians and department. Potential public relation risk could be prevented by improving pharmaceutical care, establishing risk management group in pharmacy department, setting up ef- fective connection with physicians and department. Occurred public relation risk could be resolved by guaranteeing orderly internal and external communication, inviting health administrative management department to participate in investigation and disposal. At the same time, pharmacy and pharmacists could be propagated by various channels and the image of pharmacists could be established from professional angles. CONCLUSION： Public relations risk management of outpatient pharmacy should be enhanced, which can help to promote the healthy and harmonious development of hospital.