医院微信服务号的品牌建设及应用体会

The Experience of Brand Construction and Application of We Chat Service Account of Hospital

在"自媒体时代"下,移动信息技术飞跃发展,为传统的医疗行业带来了新的挑战。微信公众平台的建设和应用在医院的发展中越来越重要。湖南某三甲专科医院官方微信服务号近三年数据显示其用户关注逐步上升,文章阅读及转发量大幅度提高。经验表明该医院微信服务号形成它自有的品牌特色,在公众服务号建设的同时结合自媒体定位传播,不仅为患者提供便捷的就医服务,同时推动健康教育和健康促进事业,提高患者对疾病的认知和预防,增强用户及患者对医院的真诚度。

In the ＂we media age＂, the mobile information technology is developing rapidly, and brings new challenges to the traditional medical industry. The construction and application of WeChat public platform has become more and more important in the development of hospitals. According to the data of a official WeChat service account of a Grade 3 and first-class hospital in Hunan in the last 3 years, its user attention gradually increased, and the quantity of article reading and forwarding increased significantly. Experience suggests that the WeChat service account of the hospital has formed its own brand characteristics. The construction of the public service account and the positioning communication of we media not only provides convenient medical services to patients, but also promotes the health education and health promotion, increases patients＇ awareness and prevention of diseases, and enhances patients and users＇ sincerity to the hospital.