On April 5, 2005, Peking University No.1 Hospital (referred to as Peking University Hospital) with a history of 90 years signed a brand image design project agreement with Beijing Lingdun Brand Management Consulting Co., Ltd., and started the brand image project construction in an all-round way.
According to the contract, Beijing Lingdun Brand Management Consulting Co., Ltd. will be fully responsible for the overall planning, design and implementation of the brand image of Peking University Hospital, and systematically package and design the major celebration activities of Peking University Hospital in order to reshape the brand image of Peking University Hospital and better serve patients.
Peking University Hospital is a large comprehensive hospital integrating medical treatment, teaching, scientific research and prevention, which was founded in 19 15. In June this year, Peking University Hospital is about to celebrate her 90th birthday. Ninety extraordinary spring and autumn periods have precipitated the painstaking efforts and achievements of generations of Peking University hospital people. In the past 90 years, "respecting teachers and attaching importance to morality" (demanding noble medical ethics and exquisite medical skills) has been the spirit of Peking University Hospital pursued by the whole hospital, which has been passed down from generation to generation through ups and downs.
In order to deepen the brand image of Peking University Hospital and let Qi Xin, a medical worker in the hospital, work together to better serve patients, Peking University Hospital decided to officially launch the hospital brand image project on the eve of its 90th anniversary.
The brand image construction of the hospital has been highly valued by the leaders of Peking University Hospital. Jiang, secretary of the Party Committee of Peking University Hospital, Xia Tiean, executive vice president, and deputy secretary of the Party Committee are fully responsible for this cultural construction work. The design and implementation of the brand image project shall be supervised and inspected by all members of the hospital culture construction committee.
At the signing ceremony of April 15, Liao Qinping, deputy secretary of the Party Committee of Peking University Hospital, pointed out that the overall planning, design and implementation of hospital brand image is a key task for Peking University Hospital to carry out hospital culture construction.
She believes that hospital brand image is the external expression of hospital culture. By designing the brand image and unifying the visual identification standard, the hospital image will be accurately and quickly spread to the public, thus forming a lasting and profound brand effect.
Therefore, shaping the brand image of medical service industry and establishing benign brand assets are the market strategies for the sustainable development of hospitals.
The spirit of Peking University Hospital, represented by "respecting virtue and respecting virtue", is the cultural core condensed by several generations of Peking University hospital people through practice. The spirit of Peking University Hospital is the cohesion of Peking University Hospital, the driving force of its development and the crystallization of its fine tradition. The spirit of Peking University Hospital reflects the ideals and beliefs of the medical staff and represents the cultural requirements of the hospital's development direction. The hospital's concept, spirit and creed also need to keep pace with the times, develop in progress and innovate in development, so that the hospital spirit can truly become the cultural concept of all employees.
Ethan, the operation director of Beijing Lingdun Brand Management Consulting Co., Ltd., who is responsible for the brand image design of Peking University Hospital, said that the brand image construction of the hospital is a highly refined and symbolic element of the hospital concept and vision. Through the planning of hospital visual identification system (VIS), the hospital emblem, office supplies, logo description, community publicity, various market activities and ceremonies are planned as a whole.
Talking about why the hospital brand image should be created, Dr. Zhang Kai, director of the office of the Preparatory Committee for the 90th anniversary of Peking University Hospital, pointed out that the most prominent image of a hospital in the public mind is its medical technology image, service image and visual image. The visual image has the earliest and most direct perception. Zhang Kai believes that hospital brand image design is the actual performance of patient-centered. In many hospitals, because the guidance system is not clear, patients have to spend a long time looking for departments or examination rooms after arriving at the hospital, which wastes patients' time, leaves patients with a bad first impression and damages the reputation of the hospital.
It is reported that Beijing Lingdun Brand Management Consulting Co., Ltd., which undertakes this work, will, under the requirements and guidance of the leaders of Peking University Hospital, combine the hospital spirit and hospital culture of Peking University Hospital, closely focus on the hospital motto of "respecting morality and respecting Taoism", and tailor the school emblem with distinctive characteristics of Peking University Hospital. Based on the hospital emblem, the overall VI design of hospital office supplies, logos, hospital clothing, publicity, public relations activities, etc. , will be responsible for its import and implementation.
"Brand image building", as a necessary means commonly used in enterprise marketing channels, is gradually favored by hospitals.
Ethan introduced that in 2004, Beijing Zhongguancun Hospital and Hepingli Hospital successively implemented the hospital brand image project. Become a pioneer in trying brand building earlier.
For the hospital, the image of the hospital is the vitality of the hospital. Without a good hospital image, there can be no good economic benefits. The hospital is full of expectations for establishing a good public image through brand image construction.
Hospital brand is finally recognized by patients and the public. Brand image is the customer's summary of the value orientation of a hospital, a specialty or a famous doctor, and it is also the guarantee of quality and safety.
We can imagine that in a well-built hospital, sitting in a spacious and comfortable waiting room with clear signs and looking at the cordial and sincere smiling faces of medical staff, even if you are a patient, you will temporarily forget your discomfort and return to the embrace of a healthy life. ...