Abstract: At present, China's basic medical and health service network has been basically perfect, but in the basic medical service network in actual operation, because of the lack of awareness, the ability of medical services have not been brought into full play. The elderly population has a large number of the crowd, high prevalence rate of diseases, high frequency of seeking medical services, convenient medical treatment characteristics of higher demand in the community. At the present stage, the elderly population can be classified as focus group in guiding primary care. This paper tries to analyze medical features and basic health services for the elderly, explore the speciifc methods for building effective grassroots medical institutions brand, which is based on the correct propaganda, the medical level, establishing and perfecting the archives of health contact to old people, the establishment of the elderly health promotion club and so on, to promote the brand point measures.

Key words: the basic medical and health services, the aged group, seeking medical-service characteristic, brand building