when and what with to fertilize can be a religious discussion at times.
short answers are: you can use the same fertilizer year round if you like. and you can (and should) fertilize while in bloom.
the only thing to watch is not to over fertilize--personally i fert every other time i water; everybody gets watered once a week whether they like it or not. i fert half the strength it says on the container. i switch back and forth between schultz orchid, jack's orchid special, and that green house plant stuff in the bottle with the eyedropper.
at the moment there are three phals in bloom, and 2 phals and a howeara in high bud, so i must be doing something sort of right...