上海市某三甲妇产专科医院媒体传播及线上客服策略分析

Analysis of a Media and Online Customer Service Strategy Maternity Third-level Grade-A Hospital,Shanghai

目的:分析产科就诊者使用媒体的习惯以及希望基于媒体平台得到的医院信息和客户服务的需求特点,探索医院的媒体传播和线上客户服务策略。方法:通过对上海市某三级甲等妇产专科医院301位正在产检或产后1年内的孕产妇进行方便抽样问卷调查,获得产科就诊者的基本情况、媒体使用现状和对线上客户服务的需求。结果:新媒体特别是手机或PAD等移动终端是产科就诊者使用频率最高的媒介,就诊者希望通过此媒介得到医院提供的主要信息有孕期及产后保健和科普知识、就医攻略、医生介绍等,希望得到的线上客户服务有报告查询、挂号、门诊预约等,客户最喜欢使用的手机应用程序是微信。结论:根据产科就诊者的特点,充分利用媒体整合策略,进行对就诊者的信息传播、互动沟通、线上客户服务,提高其就医体验,增加医院的品牌知名度、信任度和美誉度。

Objective ： To explor the hospital media strategy and responsive customer service policy through analyzing the media habits of ob- stetric patients and the requirement characteristics of media based customer service. Methods： Basic information of obstetric patients were collect- ed by questionnaire survey of 301 prenatal and postpartum outpatients from a maternity hospital in Shanghai. Results： New media using on mobile terminals, such as mobile phones or Pads, was the highest frequency among all media forms for obstetric patients in obtaining customer services from the hospital. Obstetric patients wanted to know prenatal and postnatal heath knowledge, guidance of going to the doctors and introduction a- bout doctors. They wanted to gain the online services about getting the inspection reports, registration and making an appointment. They like using Wecat best in all the mobile phone application software. Conclusion： Utilizing integrated media strategy in communication, interaction and serv- ices to improve customer experiences for obstetric patients, increase hospital brand awareness, and gain customer trust is an effective approach in hospital branding.