医院微信公众平台用户需求与分析

The Demands and Analysis of the Public on Hospital WeChat

目的了解医院微信公众平台用户需求,为提升医院微信公众平台的运营效果提供实证参考。方法对2760名医院微信公众平台用户进行问卷调查,并对结果进行统计分析。结果医院微信公众平台用户对预约挂号、自助查询检查报告和微信咨询的服务功能需求较高;对医学科普和就诊攻略的信息内容需求较高,同时希望信息有较低的推送频率、较短的阅读时间和适量的插图;因"反复推送相同的内容"而被退订的比例最高。结论医院微信公众平台建设应充分考量用户需求,重视服务功能建设,优化用户阅读体验,提供优质信息内容。

Objective To learn users＇ demands and provide empirical references for promoting the operation of hospital WeC hat public platform. Methods Conducted questionnaire surveys on 2760 users of hospital WeC hat public platform and analyzed the results. Results Users had higher demands for service functions such as appointments, self-query of medical reports, consulting through WeC hat. They also had higher demands for medical science popularization and strategy of how to see a doctor. They hoped the push of information could be of less frequency and shorter with moderate illustrations. The highest proportion of why they unsubscribed from the public platform was the frequent push of same articles in WeC hat. Conclusion The construction of WeC hat public platform should value service functions, optimize users＇ reading experience and offer high quality articles on the basis of users＇ demands.