In September 2019, a new hospital in the ancient city of Xi'an opened , Xi'an International Medical Center Hospital. Soon the hospital became well known and became a medical aircraft carrier that set sail, reaching heights that many hospitals had accumulated for decades and could not reach.
The achievement of brand recognition is due to the mastermind behind the hospital's publicity , a man with the rank of colonel who is called "Uncle Kun" by students.
Biography
"Uncle Kun", whose full name is Wang Kun, graduated from the Journalism Department of Nanjing University of Political Science with a master's degree in military affairs. In November 1983, he joined the army and successively served as deputy director of the Propaganda Department of the Former Fourth Military Medical University, vice president of the publishing house, director of the Propaganda Department, director of the Political Department of the Stomatological Hospital, political commissar of the Department of Nursing and The Department of Stomatology; was hired by the Central People's Radio, Guangming Daily, People's Liberation Army Daily, and Health Daily as a reporter, a special reporter, and a station manager; participated in the organization of the national major model - model student brigade and other propaganda time; authored monographs such as "Burning Is Always Blood" and "Tianxingjian"; and created "Praise of the Model Cadet Brigade" and "Praise of the Model Cadet Brigade" Musicals such as "Statues" and lyrics such as "War "Epidemic" Song" and "Retrograde" in the Direction of Life" have been published; more than 2,000 news, literature and photographic works have been published about 2 million words, and more than 100 news works have won various good news awards.
Wang Kun was awarded the second class merit once and the third class merit four times in the army. He is also a member of the Shaanxi Writers Association, the Calligraphers Association, the Photographers Association, and a contracted photographer of China Photography Network.
01
Veterans are not old, change positions to fight
36 years of military career, cultivated his resolute character, tenacious style, heroic feelings; 26 years of journalistic experience, forged his down-to-earth calm and spirited.
Wang Kun likes to use "Veterans are not old, just change positions to fight!" "To announce the end of a military career."
In 2019, Xi'an International Medical Center Hospital is about to open, how can it be successful in one fell swoop? Xi'an International Medical Center Hospital hired Wang Kun as the head of the publicity planning department.
"A modern medical aircraft carrier must not only have a large number of famous doctors who are proficient in their profession and ceaseless struggle; they must also have propaganda experts who use pens as aid and use literature to convey 'invisible people'." The senior leaders of the hospital said frankly.
Retirement does not fade, retirement does not retire. After retiring from the division leadership position of the Air Force Military Medical University, "Uncle Kun" began to shine in the new post.
Times are changing, and so are the ways of media reporting. How to grasp the right to speak in the internet era that is within reach, "Uncle Kun" is thinking deeply every day. "I want to actually do something!" To this end, he formulated a publicity strategy of "enhancing influence externally and strengthening cohesion internally". The Propaganda and Planning Department under his leadership communicated with major media in a timely manner, coordinated and coordinated, took the initiative to dock with mainstream and authoritative media, actively provided news clues and interview cooperation, and played a good "combination fist" inside and outside the hospital, so that positive energy filled the public opinion field.
In terms of external publicity:
The first is to tell the story of the hospital with affection. Some people and things that are easy to attract social attention are discovered and grasped, forming a mainstream voice and a good superposition effect. It has successively launched the overall report of "Xi'an International Medical Center Hospital lets patients have a dignified life and let doctors have dignified work", more than 20 character reports such as Wang Haichang and Nan Kejun of the "Way of Great Doctors", as well as experts and professors who follow the forefront of world medicine, dare to open up, dare to innovate, and report the results of one miracle after another in the aspects of acute and critical care, diagnosis and treatment of difficult diseases, interventional diagnosis and treatment, minimally invasive surgery, precision treatment, comprehensive tumor treatment, plastic surgery, rehabilitation technology, 3D printing technology, etc.
The second is to carefully transmit the temperature of the hospital. Always use a heart of discovery, a pair of clear eyes, looking for the most beautiful people and things, to the society to transmit positive energy, so that more people feel the temperature of Xi'an International Medical Center Hospital. Tell stories of great novelty; stories of warmth; stories of grounding; stories that move people the most; stories that can infect people the most. Pay attention to detailed description, pay attention to the narrative angle, launch both "speech value" and "appearance value", both feelings and momentum, find the audience "resonance point", stimulate public opinion "tipping point". For example, "Love Kitchen" hides the warmth of the world, "tracking a piano song", etc. are published in the "People's Daily" client, "People's Network" and other media.
The third is to exert efforts to make science popularity come alive. With the help of the huge energy of the media, through one clinical case after another, we will tell the progress of medicine, disseminate popular science knowledge, and improve the health literacy of the whole people. It has launched more than 80 articles (articles) such as "health science popularization" and "health video".
The fourth is to use the pen to convey the spirit of the "epidemic" war. In the face of the sudden outbreak of new crown pneumonia, Xi'an International Medical Center Hospital charged ahead, and the number of people rushing to hubei reached 266, which was the hospital with the largest number of people going out, and many touching deeds that could be sung and wept emerged.
He led his propaganda partners to devote themselves to the fight against the epidemic with the concept of "propaganda is also combat effectiveness". Special columns on "War Epidemic Figures," "War Epidemic Diaries," and "Expert Recommendations" have been set up successively to carry out concentrated propaganda. Focusing on pushing key news, and innovating the use of short videos, vibrato, H5 and other new means of communication, multi-faceted blossoming, has written a long report on "The Party Flag Flutters on the Front Line of the Epidemic - Xi'an International Medical Center Hospital to Wuhan Medical Team Party Members Fighting the Epidemic Side Note", and launched a national advanced individual in the fight against the new crown pneumonia epidemic, Professor Wu Changgui, an outstanding party member in Shaanxi Province, and other typical examples.
During the epidemic in Hubei Province, he and his propaganda partners produced more than 100 short videos, Douyin videos and H5 graphics and texts, and published and pushed 292 news articles in central media such as People's Daily, CCTV, CCTV News Mobile Network, Party Building Network, People's Network, and International Online. At the same time, he personally filled in the words, launched two MVs, and released them on CCTV, International Online, People's Network, and Shaanxi Musicians Association Network, which had a greater impact and explored a new publicity model.
In terms of internal communication:
The first is to build a WeChat public platform. In September 2019, the subscription number and service account operation of Xi'an International Medical Center Hospital were put on the right track. At this time, the public account platform has entered a mature period, the dividend has basically disappeared, and the hospital has just opened a clinic, and it is difficult to catch up with the waves.
Rolling up his sleeves and working hard, he led the team that was still in the run-in period, starting from a micro-article, from a photo to a photo, from a frame to a video. Wang Kun, who is more than half a hundred years old, did not hesitate to ask, learned short videos from young people, sent vibrato, and with the joint efforts of everyone, finally built up the "two networks (official website PC side, mobile phone end) two micro (WeChat, Weibo) five vision (video number, micro video, watermelon video, vibrato, Kuaishou) six media (today's headlines, lilac garden, Baijia number, Zhihu, penguin number, Little Red Book) 40 specialty numbers", creating a three-dimensional and multi-dimensional Xi'an International Medical Center Hospital new media communication matrix. At present, the hospital's public account has 300,000 fans, ranking among the best in the Shaanxi Medical Self-media Alliance evaluation, and won the sixth place in the 2020 "Shaanxi Medical Institution Self-media Ranking".
The second is to form a brand communication system of "hospital - specialist - doctor" three-level structure. Adopting a combination of online and offline methods, mainly mainstream media, the hospital brand image has been exported in an all-round way. Online, relying on Baidu Encyclopedia, Baidu brand starting line, Baidu search engine, good doctor, hospital portal, etc., offline with subway voice report stations, broadcasts, bus bodies, light box advertising lights as the main drainage, all-round creation of Xi'an International Medical Center Hospital brand image.
In various activities large and small, you can always see Wang Kun carrying a camera to grab materials. He did not forget his original intentions, maintained his love, personally worked, and won wave after wave of praise and honor with carefully planned articles, exquisite pictures, and wonderful videos.
"Uncle Kun" lived up to expectations. With the help of the pen, with the help of literature, with a keen sense of "news smell", he is active in the forefront of the medical front, telling the touching deeds behind the professional strivers, passing on every warm story between doctors and patients, and recording the glorious footprints of the rapid development of the hospital.
In 2020, Xi'an International Medical Center Hospital has blossomed in the central mainstream media, provincial and municipal mainstream media, online media and self-media, with a total of 2279 articles (articles), and the hospital's popularity, reputation and patient loyalty to the hospital are increasing. In the Lilac Garden Hospital Hui, the national hospital brand index comprehensive ranking weekly list, the hospital's brand influence has been ranked in the top 20; in the Shaanxi medical institution WeChat public account ranking, the hospital ranked among the best...
02
Perseverance, a lifetime of running on the road of journalism
Engaging in journalism and becoming a professional journalist has always been Wang Kun's dream. Like the people who worked in journalism in that era, he experienced blind horses and night battles when he didn't know what news ABC was. From the racking of brains, inability to work hard, and the pain of the first time involved in the news, to today's large-scale planning and the continuous launch of large-scale fine products, it has walked through a news road of perseverance and upward and downward exploration.
Wang Kun, who has always extended his pen to the grassroots level and aimed the camera at the interviewee, has a feeling that he does not know where to start in the face of our interview. How many onlookers sound blood-boiling or thrilling stories, but for the parties involved, it is like a breeze.
Let's start with his military nature! Military trumpets, armies, and military songs are his main colors.
In November 1983, Wang Kun embarked on a military career. At the end of the new training, his impassioned and highly literary speech on behalf of more than 500 recruits won the applause of everyone and won the unanimous praise of the leaders at all levels. "It was this ordinary speech that made me indissoluble with words." Wang Kun recalled that when the lights went out, he wrote on his stomach with a flashlight on his stomach; on holidays, he always appeared in the company study room. In order to send the manuscript to the media editorial department earlier, he often crossed the mailroom where he only sent and received letters once in a few days, ran 4 kilometers of road, and went to the post office in the center of the city where the troops were stationed to submit the manuscript. In September 1985, Wang Kun's "tofu blocks" and "luo ト strips" were often published in local newspapers and central news media. In various essay collection activities, he always wins back the trophy. Speech and singing competitions that he participates in or organizes are often on the list.
▲ "The Smile of a Female Soldier" by Wang Kun
In September 1989, Wang Kun came to the cradle of military journalists, the Journalism Department of Nanjing University of Political Science. Among his classmates, some of them gave up their lives and forgot to walk through the cat's ear holes on the front line, and even went out with the commandos to write war reports that touched the heartstrings of hundreds of millions of people; some used their youth and enthusiasm to write about coastal defense, becoming the first people to report the situation around the republic in the form of "personal experience"; some parachuted with the blue sky with the airborne soldiers, sailed with the deep sea with the divers, and presented to the readers the portraits of the most lovely people of the new generation who "went to heaven" and "entered the sea". The iron will and passion of their dedication to journalism made Wang Kun's blood surging and excited. During the holidays, self-study rooms, corridors, etc. have become the best place for him to study, and he has made more than a dozen books with reading notes alone, 9 news business papers have been published, and 47 news articles have been published by the People's Liberation Army Daily.
03
Thinking with a pen, the journalism career has reached one peak after another
In March 1992, Wang Kun walked into the Propaganda Department of the Political Department of the Fourth Military Medical University, a group full of warmth and progress. The expansion of his territory and the expansion of his horizons gave him a stage to release his energy, and made his journalism career appear one after another with important highlights.
When interviewing Professor Lu Yupu, a famous orthopedic expert in China who had his organs removed but never stopped climbing the peak of medicine, Wang Kun, with his intuition and experience in making news, realized that Lu Yupu was the kind of model he was looking for with great potential. Kung Fu pays off, and the heartfelt words condensed into a long newsletter reflecting Professor Lu Yupu's lifelong love to the motherland.
On July 9, 1993, these fruits appeared on the headlines of the people's daily, guangming daily, and science and technology daily, reprinted by more than 30 domestic news media such as Beijing Daily and Wen Wei Po, and also took out a full-page propaganda for health newspapers and China Science Daily, thus setting off a round of propaganda in China.
The "one shot" of Lu Yupu's deeds was launched, and Wang Kun's tireless momentum seemed to be more sufficient. Since then, writing manuscripts has become an indispensable part of his life. Three or four manuscripts a week were sent out to the newspaper, and they were created in this state of excitement and excitement. In just one year, Wang Kun published 83 articles in central-level news media such as People's Daily, Guangming Daily, and Jiefangjun Daily, including 13 headlines on one page and 2 headlines on the first page of Jiefangjun Bao alone. In the following two years, Wang Kun successively launched the Fourth Military Medical University to accelerate the modernization construction, Fan Daiming, who picked flowers in a foreign country and made honey for the country, and launched a series of reports on dental hospitals in the "People's Liberation Army Daily".
These publicity has been praised by the leadership and recognized by the organization. In 1995, Wang Kun became the first person in the history of the Fourth Military Medical University to be awarded the second class merit of the organ cadres.
In 1996, Wang Kun ushered in a journalism career. This peak was paved by the successful publicity of the country's major typicals - the outstanding group of college students who worked hard to learn to serve the country and the people. Major typical reports such as "Serving the Country for the New Generation", "Zhang Hua Will Always Walk with Us", and "Let the Flower of Ideals Bloom" have been published in nearly 100 mainstream news media such as Xinhua News Agency, People's Daily, People's Liberation Army Daily, Guangming Daily, Economic Daily, and Science and Technology Daily.
Ne yu words and sensitive to deeds, Wang Kun's strength and hard work gave him the courage to rush forward. Thinking with brushstrokes and discovering with the lens are all based on his love of journalism and more based on his deep affection for the troops. The tentacles of his report extended to all aspects of teaching, medical treatment and scientific research, focusing on the typical publicity and scientific research results of the returnees of the four medical universities, forming a great propaganda offensive.
That is, in this year, the Four Medical Universities were listed in the selection of China's top ten scientific and technological progress, top ten scientific and technological news, and top ten medical science and technology news, becoming the only unit in the country's colleges and universities and scientific research institutions to receive this honor. At the end of this year, Tangdu Hospital introduced microelectrode technology to treat Parkinson's disease, and he had the honor of being the first journalist to intervene in the "cell knife" propaganda. Messages, features, character communications, work communications, reportage... More than 300 articles were published with pictures and texts, sound and text, which produced great repercussions at home and abroad and became a classic example of medical achievement publicity.
Since then, he has participated in the organization of propaganda such as the "National Special Prize for Teaching," the "First Prize for National Science and Technology Progress," the "Fine Quality Strategy," "Li Jishuo, a master of education dedicated to the cause of national defense education," "Wenchuan Emergency Rescue and Disaster Relief," and "The Women's Military Contingent of the Third Army for the Sixtieth Anniversary of the Founding of the People's Republic of China." One after another, major examples have gone from the Fourth Military Medical University with twinkling stars and heroes to the whole country and into the hearts of hundreds of millions of people. Wang Kun, who took up a leading post, gave up his constant news complex and also excavated, cultivated, and publicized a large number of typical models.
Nowadays, times have changed, the vicissitudes of the sea, "Uncle Kun" is no longer the original teenager, but the speed of running is just like that year!
New starting point, new journey and new glory. "In 2021, we will lock the main battlefield of publicity work on the construction of discipline talents, and at some important time nodes, we will focus on the overall publicity of the hospital, the publicity of characters and the publicity of major medical achievements." Wang Kun greeted the quiet arrival of the next outlet with his courage and boldness!
We have reason to believe that the "golden signboard" of Xi'an International Medical Center Hospital will be polished and brighter, and it will definitely cast a new glory!
Original link:
Shaanxi League Figure (15) Wang Kun, director of the Publicity and Planning Department of Xi'an International Medical Center Hospital