On August 18, 2016, CR Healthcare held the Founding Ceremony of “Runxin” Medical Social Workers and CR Brand Workshops at Guangdong 999 Brain Hospital. A total of 30 persons attended the ceremony, including Guo Yu, Deputy General Manager of CR Healthcare, An Yuyi, Senior Director of General Office of CR Healthcare and persons in charge of charitable affairs and brand building at member hospitals.
In the opening address, President Zhu Dan from Guangdong 999 Brain Hospital extended his welcome to the leaders from CR Healthcare and representatives from its member hospitals. In addition, he also noted that his hospital had followed the suite of CR Healthcare in brand culture building, spared no efforts to improve medical services, and promoted brand marketing and image building, which constituted a three-prong approach.
An Yuyi, Senior Director of General Office of CR Healthcare also delivered a speech. As she indicated, her office in 2015 had gradually been equipped with such managerial functions as brand management and marketing, corporate culture, charity, and publicity. With the great support of member hospitals, CR Healthcare had almost completed its high-level design in terms of brand, culture and publicity work, and brought some projects and events from plans to reality step by step. “Runxin” medical social workers and CR brand workshops constitute two major measures that CR Healthcare has taken to build its brand image in 2016. Afterwards, Ms. An made an introduction to the charitable platform building plan for “Runxin” medical social workers and expounded how to turn the two measures into reality with details. Besides, she also voiced her hope that member hospitals can promote the overall progress of the relevant work within the group in form of routine communication and quarterly meeting in the future.
Liu Li, Director of the Social Work Department at Kunming Children’s Hospital, Zeng Ping, Chief of the Marketing Department at China Resources & WISCO General Hospital, Zhang Zonglei, Director of the Patient Service Center at Xuzhou Mine Hospital, Hu Yuhuai, Director of the Patient Service Center at Guangdong 999 Brain Hospital, and Tian Xue, Chief of the Patient Service Center at Huaibei Miner General Hospital presented the “Runxin” volunteer management measures, registration rules, team pennant, uniform and team song as well as reported how the “Runxin” social workers performed at their respective unit during the past half year. Additionally, Hu Yuhuai, Director of the Patient Service Center at Guangdong 999 Brand Hospital shared the experience his hospital had drawn upon from their brand building practice and the progress made in building the system of the patient service center.
To introduce more working ideas and strengthen the study of the “Internet Plus”, Dong Yingzhi, Vice President from iask.sina.com.cn gave an address titled Hospital Branding and New Marketing Opportunities and Mode against Internet Plus at the meeting. In his speech, he made a brief introduction to the mobile internet and the trends of healthcare reform and argued that the key to hospital branding lied in spreading the well-spirited images of doctors and hospitals as well as exhibiting the service capacity of hospitals based on the current situation of hospital branding operation. Besides, he also pointed out the success in fast hospital branding was dependent on the introduction of proper methods and the use of internet for better publicity.
In the closing remarks, Guo Yu, Deputy General Manager of CR Healthcare extended his thanks to member hospitals for their support to the “Runxin” social workers and recognized the contributing role these social workers had played in the development of hospitals. As he also emphasized, to intensify brand management, introduce new brand marketing methods from other entities, fully exert the headquarters’ strength in service delivery and coordination, and launch the internal communication and coordination platform for member hospitals were the major measures CR Healthcare had taken to carry out brand management on a group-wide basis. He hoped that member hospitals fully use this platform to learn from each other and do the brand building work well together in the future.
The meeting signaled the initiation of “Runxin” medical social worker program and the CR brand workshops. In the meantime, it also marked CR Healthcare had embarked on the way of building a good brand image engaged in charity and services.
