Building health popular science brands in university hospitals in the new media era:a case study of "Xixiaoyi and Dragonfly" based on the 4P theory
Shuai Fang
You Li
Wu Zonghui
Wang Ao
Wu Xuelian
Abstract：In the context of rapid new media development,university hospitals face fresh opportunities and challenges in building health popular science brands.Focusing on the "Xixiaoyi and Dragonfly" popular science brand of Southwest univer-sity hospital,this study is based on the 4P marketing strategies framework(Product,Price,Place,and Promotion)to ana-lyze the significance,strategic approaches,and practical outcomes of health popular science brand building in university hos-pitals under new media conditions,by developing diversified popular science products,establishing a nonmonetary value e-valuation system,constructing an allmedia dissemination matrix,and implementing crosssector integrated marketing,so as to provide a reference model and inspiration for similar institutions.
Keywords：University hospitalHealth popular scienceBrand building4P marketing theory
Publication Date：2025-03-20
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：5( 7-11 )