微信公众号应用于医院业务宣传的实践与思考

Practice and Reflection of Running the Official WeChat Account of International Medical Services

在近年来"互联网+医疗"背景下,微信公众号在医疗健康行业发挥着愈发重要的作用。我院国际医疗部顺应移动医疗趋势,积极应对市场竞争,适时推出微信公众号,宣传科室医疗服务,传播精细服务理念,树立科室品牌形象。公众号定期推送门诊信息、特色服务、健康科普、专科介绍、意见反馈5类消息。运营1年以来,累计关注用户超过2万人,单篇最高阅读量达26000余人次,基本满足当前科室业务宣传需求。本文通过对全年各类群发消息的推送数量、阅读量等指标分类统计,对公众号运营情况进行了分析,并对今后的发展方向提出了几点建议。

In recent years, under the background of ＂Internet ＋ Medical Care＂, official WeChat account is playing an increasingly significant role in Healthcare. In order to follow the trend of mobile medical care and cope with market competition, International Medical Services（IMS） duly registered Official Account on WeChat to broadcast its medical services, spread the principles of its exquisite services and build up a good brand image. IMS official WeChat account regularly launches articles in five different categories, which include outpatient clinic notices, featured services, health education, specialty introduction and outpatients＇ feedbacks. After one year＇s running, IMS official WeChat account has accumulated more than 20,000 followers, and the maximum views of one article is above 26,000, which makes it basically meet the requirements of IMS＇ present propaganda. In this paper, the author will collect several statistics, such as the number of launched articles, the number of views, etc and analyze the running condition of IMS official WeChat account. Finally, based on these analyses, this paper will propose some suggestions for the further development of IMS official WeChat account.