基于“一动力三循环”的“TALE”方法提升医院官微传播力实探

Practice and Exploration of“TALE”Method to Enhance the Official Wechat Communication in Hospital Based on the Management Mode of“One Driver and Three-cycle”

医院微信公众号作为新媒体一个重要表现形式,是医院宣传工作的一个重要载体,对医院宣传工作起着重要作用。本研究为解决某公立医院官微传播中存在的问题,基于“一动力三循环”管理模式,以宣传队伍为“动力源”,在“决策环”引导下,融合“创新环”,提出“TALE”方法,即通过“T”:微信矩阵(team),“A”:考核激励(assess),“L”:直播平台(live),“E”:外媒融合(external media)四个解决方案,实现了官微与二级科室公众号的联动引流,投稿量增加,医患互动性提升,文章被国家级及省市级媒体录用量增加,提升了医院官微传播力和影响力,进而促进宣传工作,为公立医院创新宣传工作提供借鉴。

WeChat official accounts as an important form of new media is an important carrier of hospital publicity work,and plays an important role in hospital publicity.This paper in order to solve the problems existing in the official Wechat communication of a public hospital,based on the management mode of“one driver and three-cycle”,with the propaganda team as the“driver”,under the guidance of the“decision cycle”,and integrating the“innovation cycle”,then the“TALE”method is proposed.“T”for wechat team,“A”for assessment,“L”for live,“e”for external media.From these four solutions,administrative Wechat and official account of the two level departments have been linked together,and the number of contributors has increased,and the interaction between doctors and patients has been improved.This method enhances communication power and influence of the hospital official Wechat,and then promote publicity work,can provide reference for public hospital innovation publicity work.