Analysis of the communication mechanism for a hospital handling public health emergencies from the perspective of"Tipping Point"theory / 现代医院

ABSTRACT

In April 2022,an epidemic occurred in Gongshu District,Hangzhou,where Zhejiang Cancer Hospital is loca-ted.And the hospital was confronted with the most extensive,the most unusual and the most urgent public health emergency crisis since its establishment.Taking patients as the core and proceeding from the public perspective,an authoritative voice of a hospital was conveyed in a timely and accurate manner,which demonstrated the hospital's resolution and executive power in the crisis.Based on Malcolm Gladwell's"tipping point"theory,the paper reveals the situation of online public opinion caused by the sudden epidemic and its response,discusses the hospital's communication practices in handling public health emergencies and provides hospitals with practical reference for brand promotion and operation.