优化医学期刊微信公众号运营的探索与实践

Exploration and practice of optimizing the operation of WeChat official accounts in medical journals

【目的】深入了解用户,探索优化医学期刊微信公众号运营的有效策略,以保证运营质量,为医学期刊同仁提供运营思路及方式借鉴。【方法】以《协和医学杂志》为例,根据对微信公众号用户的问卷调查及用户行为信息完善用户画像,分析画像特征,并结合用户基本属性、行为规律及需求偏好有针对性地调整运营策略,观察运营效果及质量。【结果】基于用户画像实施"靶向"运营,平台内容及功能结构更贴近用户预期,用户关注度、活跃度及内容传播度显著上升。【结论】用户画像为医学期刊微信公众号运营者进行系统性设计、优化运营提供重要依据,基于画像特征的"靶向"性优化运营,使用户、平台及期刊之间形成良好生态,提升平台运营质量,助力医学期刊内容传播。

[Purposes]This paper aims to deeply understand users,and explore and optimize the effective strategies of WeChat official accounts in medical journals,so as to ensure the quality of operation and provide operational ideas and methods for medical journal colleagues. [Methods] Taking Medical Journal of Peking Union Medical College Hospital as an example,through the survey of WeChat official account users and user behavior information,we improved the user profile,analyzed the features of user profile,adjusted the operation strategies according to basic attributes,behavior rules,and needs and preferences of users,and observed the operation effect and quality. [Findings]Based on the user profile,the target operation is implemented,the content and the functional structure of WeChat official accounts are close to the user expectation,and the user attention,activity,and content dissemination are significantly increased. [Conclusions]User profile provides important basis for systematic design and optimized operation of WeChat official account operators of medical journals. Based on the characteristics of user profile,the target operation is optimized to form an excellent ecology among users,platforms,and journals,improve the quality of optimized operation of WeChat official accounts,and help the content dissemination of medical journals.