摘要
微信公众号作为宣传的新载体,已发展为公立医院普及健康科学知识的重要工具。随着智慧医院的建设,微信公众号更是作为医院健康传播及品牌宣传的重要载体而备受关注。文章以广州某公立医院微信公众号(订阅号)为例,截取2022年1月1日—2024年7月31日的运营数据,从健康传播的角度,对运营现状、内容生产、推送内容主题传播效果等方面进行研究,总结存在的问题,提出完善顶层设计、满足受众需求、创新科普形式等建议,旨在找出科学的运营策略,为公立医院微信公众号健康科普提供借鉴思路。
As a new medium for communication,WeChat official accounts have become vital tools for public hospitals in disseminating health knowledge.With the advancement of smart hospitals,these accounts have gained significant attention as crucial platforms for health communication and brand promotion.This paper examines the WeChat official account(subscription account)of a public hospital in Guangzhou,analyzing operational data from January 1,2022 to July 31,2024.It investigates the operational status,content production,and dissemination effects of various push content themes from a health communication perspective.The study identifies existing issues and offers suggestions to enhance top-level design,address reader needs,and innovate new formats for science popularization.These measures are made to identify effective operational strategies and provide a reference for public hospitals in the promotion of health-related knowledge through WeChat official accounts.
作者
袁友芬
王劭晟
魏星
YUAN Youfen;WANG Shaosheng;WEI Xing(Guangzhou First People’s Hospital,Guangzhou 510180,China)
出处
《现代医院》
2024年第11期1745-1748,共4页
Modern Hospitals
关键词
公立医院
微信公众号
健康科普
传播效果
运营对策
Public hospital
WeChat official account
Health popularization
Communication effect
Operation and countermeasure
