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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.