目的探索新时期社会心理因素对医院形象的影响。方法运用医院管理及医学与社会学基本原理,结合医疗改革中的新情况,对影响医院形象的社会心理因素进行分析。结果在当今社会发展和医疗改革新时期,医疗纠纷纷至沓来,医患矛盾层出不穷;伤医毁院事件屡禁不止,医院的社会形象受到了严重的冲击和影响,除了与医院自身文化建设薄弱有关外,社会心理因素对医院形象的影响不容忽视。结论要客观应对,趋利避害,采取相应对策、化解负面影响、大力塑造医院良好形象。同时做好社会倡导,拓宽行风监督渠道与社会的沟通,做好舆论引导,形成健康、公正、诚实的社会舆论,以实际行动来恢复长期笼罩在医务人员身上的神圣光环。 Objective To explore the impact of social psychological factors on the hospital image in the new era. Methods Using the basic principles of hospital management and medicine and sociology, combined with the new situation in the medical reform, the social psychological factors that affect the hospital image were analyzed. Results In the new period of social development and medical reform, there are many medical disputes and endless conflicts between doctors and patients. Injuries and injuries have been repeatedly banned. The hospital’s social image has been severely affected and affected. Apart from the weak cultural construction of the hospital itself, The impact of psychological factors on the hospital image can not be ignored. Conclusion To objectively deal with, seek benefits and avoid disadvantages, take appropriate countermeasures to resolve the negative impact, and vigorously shaping a good image of the hospital. At the same time, we should do a good job in social advocacy, broaden the communication between the public opinion supervision channels and the society, do a good job of public opinion guidance, form a healthy, fair and honest public opinion, and take concrete actions to restore the sacred aura that has long been shrouded in the medical personnel.