摘要
目的探讨公立医院视频号应用策略。方法通过研究广东省头部多家公立三甲医院视频号的运维现状,分析医院视频号目前的传播内容、传播力和组织运维现状。结果随着5G网络的发展,短视频平台依托强大的用户群体和强交互性已经成为公立医院对内对外宣传、塑造品牌形象的全新且重要窗口,有利于医院抓住话语权发出自己的声音。医院视频号应用现状存在以下问题:发布内容多、杂、乱,质量参差不齐,运营原生态缺乏系统规划。结论公立三甲医院视频号应该以患者为中心提高服务意识,打造专业队伍以构建适应互联网平台的品牌视频号,发挥自身优势提供专业有效信息、生产优质权威健康科普视频,并加强平台运维、注重互动培养粘度吸引真用户形成完整运营闭环的建议。
Objective To explore the application strategy of video number in public hospitals.Methods By studying the status quo of operation and maintenance of video number in several public tertiary hospitals in Guangdong Province,the current communication content,communication power and organization operation and maintenance status of hospital video number were analyzed.Results With the development of 5G network,the short video platform has become a new window for public hospitals to publicize internally and externally and build brand image relying on strong user groups,which is conducive to hospitals to seize the right to speak out.The current situation of the application of hospital video number has the following problems:the content of the release is too many,miscellaneous and disorderly,the quality is uneven,and the original operation ecosystem lacks systematic planning.Conclusion The video number of the public third-class hospital should focus on patients to improve service awareness,build a professional team to build a brand video number suitable for the Internet platform,give full play to its own advantages to provide professional and effective information,produce high-quality authoritative health science popular video,and strengthen the platform operation and maintenance,pay attention to interactive training viscosity,attract real users to form a complete operation loop.
作者
林锐锐
张锡钦
杨晓佳
朱玮玮
LIN Ruirui;ZHANG Xiqin;YANG Xiaojia;ZHU Weiwei(The First Affiliated Hospital of Guangdong Pharmaceutical University,The First Clinical Medical School of Guangdong Pharmaceutical University,Guangzhou 510699,China)
出处
《现代医院》
2023年第6期851-855,共5页
Modern Hospitals
基金
广东药科大学附属第一医院党建研究课题重点项目(G202102)。
关键词
公立医院
短视频
视频号平台
健康科普
Public hospital
Short video
Video platform
Health science popularization
