Catch Up With the Media Era, Show the Affinity and Prepare the Communicative Public Opinion Environment For Medical Reform
——Ji Wenqiao, Secretary of the Party Committee of Jiangsu Nursing Vocational College, talked about “medical reform communication”
On February 27th, the 2019 National Medical Reform Communication Training Course was held at the Communication University of China. At the invitation of the Secretariat of the Leading Group for Medical Reform of the State Council, Ji Wenqiao, the General Secretary of the Party Committee of Jiangsu Nursing Vocational College, gave a lecture entitled “Faith, Light, Truth, Seed, Chinese Medical Reform, Well-being brand and affinity” to more than 100 leading cadres from each province (city, autonomous region), Xinjiang Production and Construction Corps and 15 deputy provincial-level city medical reform lead coordination agencies and responsible for medical reform.
The training was jointly taught by leaders, experts and well-known media insiders who have rich theoretical knowledge and practical experience in the field of news and communication in China, in combined forms of “lecture + simulation exercise + expert and student evaluation + summary discussion and exchange”. After the trainees received the training, the relevant state departments will further enhance the level of news release, public opinion guidance, and emergency response in the all-media environment as well as improve the communication ability of medical reform, and create a good public opinion environment for medical reform.
Reform starts from the communication first. In the lecture, from the perspectives of the status quo of medical reform, the direction of medical reform, and the brand building of medical reform, Ji Wenqiao used the examples of “Xuyi Lobster”, “Huai Medical” and “Tianyi Star” which he participated in, organized and successfully created to elaborate and analyze the dialectical logic relationship between brand building and medical reform communication in the media era and the focus and attention of medical reform communication.
March on before the difficulty. Medical reform communication shall focus on the integration of "degree"
Reform is difficult, while deepening reform is even more difficult; medical reform is difficult, and medical reform communication is even more difficult in the “being branded” situation. From the perspective of internality, domestic communication of medical reform has not received enough attention, and there is still misunderstanding about the medical reform. At the same time, the various ways of communication for medical reform is not yet mature. From the perspective of the external direction, the medical reform is still exploring and piloting, and the medical reform communication is uncertain. The efforts and achievements of the medical reform are still difficult to meet the rising expectations of the masses.
In this situation, Ji Wenqiao said that it is more necessary to march on when we’re faced with the difficulty, and the integration of "degree" is the key to "breaking the deadlock". What is the integration power of "degree"? Ji Wenqiao explained that the integration power of “degree” is about assembling, combining and packaging the resources that are owned with an aim at the set goal and starting with the best state and posture, to realize from the quantitative change to qualitative change, with an attempt to obtain the warmest and most intimate and proper social communication effect.
Ji Wenqiao believes that healthy China is a big brand of China's health, medical reform and people's wellbeing in the new era, and it is a big focus of China's well-off society. Increasing the communication of medical reform and improving the level of medical reform and communication to further promote the construction of a healthy China is the most important practical measure to realize the proposal raised by General Secretary Xi Jinping, "No national health, no comprehensive well-off".
Take the initiative to take actions. Communication must be "based on the ground" with "four magic tools"
In the process of medical reform, communication is both a “pioneer” and a “comforter of appeasement” behind. Ji Wenqiao believes that the start of the medical reform communication “first kilometer” is particularly important, because in this “one last kilometer”, you must clearly tell hundreds of millions of people: what, why, what, how to do it, and to do the "seamless docking" as expected. To this end, we should always keep in mind that the original intention of the medical reform communication is to implement the medical reform, instead of "bragging". It is to solve the problem for the government, solve problems for the masses, solve problems for the medical staff, and solve the problem for the enterprise, instead of showing the limelight. At the same time, we should also be aware of the importance of communication work and public opinion guidance, infiltrate communication into the work of medical reform, and extend the "camera and writing" to the forefront of medical care, write the most realistic medical stories, and deliver the most authentic industry voices. Being real is the most touching. Only being real can we best present the risks, special, hardships and efforts of medical and health work.
The public has a misunderstanding of the medical reform and medical staff are accustomed to that "silence is gold". The media reports on medical incidents sometimes lost the objectivity, which brought the gap between the "hospital-patient-media". Medical reform is better to take the initiative. Ji Wenqiao said: "The more passive, the less the public understands, the more it will hinder the development of various tasks. 'We need to work and speak up. Speak up while we work and know how to work and speak up. The results of medical reform are excellent, and the voice of communication could be even louder. You don't make a voice, others will make a voice. You don't pass positive energy, they pass negative energy. So, active communication is very important."
Ji Wenqiao said that only communication brings understanding, solutions and less misunderstanding. Therefore, the medical reform communication work can not be avoided, the policy should be accurately interpreted and the background should be comprehensively analyzed. We should actively control the expectation, show the highlights, respond warmly, and guide the public opinion in time. We must carry the belief of "creating benefit for the people", aim higher, never regret and do our best by starting from the smallest part. It is necessary to use a communication carrier that is more easily accepted by everyone, to voice for the medical industry, and to speak up for the medical practitioners, so as to enhance the public's sense of gaining in medical reform.
Brands create "good experience" and communication builds "new revelation"
Regarding the brand building of medical reform communication, Ji Wenqiao said that brand building is the key to the success of medical reform. Brand building needs to set an example and model. The power of the model is endless. The typical height reflects the level of work to a certain extent. Fresh and vivid examples and models are more convincing, appealing and discerning in communication.
When referring to the creation of the “Tianyixing” medical education brand, Ji Wenqiao took the example of Han Baoxin, a student of Jiangsu Nursing Vocational College, who was brave in saving people at the Shanghai Dishuihu subway station during the National Day holidays last year. He said: "Han Baoxin's story of medical treatment to save the sick people, after being reported online, got more than 70 million hits in a week. Han Baoxin was honored in the month of 'Jiangsu Good People's List', and the video of the rescued people was selected by the Central Network Office and other organizations to be one of the national 'warm power' hundred warm videos of 2018." The “positive power" passes the "positive voice". Promotion of Han Baoxin's good deeds is part of the school's party committee’s commitment to implementing the President Xi’s new era socialist ideas with Chinese characteristics. It is the new achievements created by the "five degrees" political education method of "political height, scientific scale, cultural thickness, emotional temperature, and innovation intensity" and a wonderful interpretations of the "Tianyixing" medical education brand.
When talking about the results of medical reform and the successful experience of “Huai Medical” brand building, Ji Wenqiao introduced that among the medical reform achievements of the new era healthy China, we can see many successful cases. Jiangsu is the first batch of medical reform pilot provinces in China. It has always been in the forefront of the country, leading the reform of the salary system of public hospitals, and the payment of points by disease types in the country. In 2009, when the medical reform was launched, the Huai Medical brand started construction and achieved fruitful results: the “Three-A” hospitals have risen, and the Huai medical elites and major academic achievement scholars have emerged at home and abroad in academic activities, and established with domestic and international medical highlands. Hundreds of long-term academic joint construction projects, urban and rural integration "15 minutes health service circle" project won the World Health Organization "healthy city innovation and development award", realizing the goal of “people could get treated, afford the treatment and cure the disease". These experiences and models will be used as reference in the new era of medical reform communication and people's wellbeing brand building.
Ji Wenqiao believes that the brand is the brand of the soul, the wisdom of the heart, the moving credit, the irreplaceable quality, and the value of the unique show.
At the lecture, Ji Wenqiao's insights on the medical reform communication and the vivid interpretation of brand building left a deep impression on the attendants in the training. They said that this special lecture not only brought "good experience" but also brought "new revelation". At the same time, it also gives everyone a new and inspiring new thinking about the path and direction of medical reform communication in the context of the new era.