Abstract:

Public healthcare institutions are facing challenges to upgrade the level of services to satisfy gradually increased healthcare needs of residents as the economy develops. To address such challenges, Shanghai Huangpu District Waitan Community Health Center (HDWCHC) has explored a way for the development of featured brand community-based specialty care services, and developed a standardized operation toolkit that can be reproduced and promoted based on a summary of the practice of building Chu's traumatology, the first brand specialty built by the HDWCHC. We reviewed the process and achievements of building Chu's traumatology, hoping to provide methodological guidance for the development of featured brand community-based specialty care services in other areas of China. The brand building of Chu's traumatology includes four stages covering seven parts: standards formulation (diagnostic standards formulation, intervention standards formulation, referral standards formulation) , internal promotion (determination of the inheritor of Chu's traumatology, service team building) , standardized single disease diagnosis and treatment and building the standardized clinic room (expanding to all accessible sites in primary care) and external promotion (building a standardized, community-based operation toolkit featured by the brand of Chu's traumatology) . The exploratory practice of HDWCHC has enabled the development of featured services delivered by a standardized process mode transformed from individual mode (from single-person mode to multi-person cooperation mode, or from single-institution mode to multi-institution cooperation mode) , enhancing the transferability, promotion and reproducibility of featured services as well as bettering their allocation, facilitating the formation of ideas of integrated development of multiple techniques with Chu's traumatology services as the core, thereby improving the effectiveness of healthcare services.

Key words: Community health services, Featured specialties, Chu's traumatology, Brand building, Transfer conversions, Orthopedics traumatology

摘要：

随着经济的发展，居民对于医疗服务的需求逐渐增加，公立医疗机构也面临着服务升级的挑战。上海市外滩街道社区卫生服务中心以楚氏伤科为突破点开展品牌建设工作，并通过总结、归纳楚氏伤科品牌建设的实践经验，探索出新时期社区特色专科品牌建设路径，打造了可复制、可推广的标准化运营工具包。本研究通过梳理外滩街道社区卫生服务中心楚氏伤科品牌建设的过程和成果，旨在为我国其他地区社区特色专科品牌建设工作的开展提供一定的方法论指导。楚氏伤科品牌建设共经历标准制定（诊断标准制定、干预标准制定、转诊标准制定）、内部推广（确认传承人、团队建设）、单病种规范化诊疗及标准诊间建设（拓展所有可及的基层"据点"）和外部推广（打造"上海外滩楚氏伤科特色技术社区标准化运营工具包"）4个阶段7个环节，使特色技术实现了从个人经验到标准化流程、从一人到多人、从一个机构到多个机构的跨越，增强了特色技术的可迁移、可扩散、可复制性，促进了技术资源的优化配置，助力了以楚氏伤科特色技术为核心、多种技术整合发展理念的形成，明显提升了服务效果。

关键词: 社区卫生服务, 特色专科, 楚氏伤科, 品牌建设, 转移转化, 中医骨伤科学