试论医院的声誉管理

医院的声誉是一种重要的无形资源。加强对医院声誉的管理，是市场经济下买方市场提出的客观要求，也是医疗服务行业的特点所决定的，提高医院声誉可以满足病人的情感需求。因此，加强医院声誉管理有重要作用。加强医院声誉管理的方法：①制订声誉管理目标；②决策中应把医院的声誉与美誉度放在同等地位；③注重提高对声誉的投资；④加强对医院声誉的传播；⑤动员医院全体职工积极塑造医院的良好声誉形象。

Management of hospital reputation

The reputation of a hospital is a non-visible resource of great importance. Strengthening the management of hospital reputation is an objective requirement put forward by the buyer's market under the market economic system and by the features of the medical services industry, for enhancement of a hospital's reputation can meet the emotional needs of patients. Thus strengthening the managenment of hospital reputation is of great importance. The measures include ①working out goals of reputation management; ②laying equal emphasis on hospital reputation and ethics in decision making; ③increasing investment in hospital reputation; ④strengthening the dissemination of hospital reputation and ⑤mobilizing the entire hospital staff in creating an image of the hospital with a sound reputation.