医学科技期刊新媒体爆款文章的特征及生成策略——以《协和医学杂志》实践为例

Characteristics of high-reading articles of medical journals on new media platforms and strategies:Taking Medical Journal of Peking Union Medical College Hospital as an example

【目的】探析医学科技期刊新媒体爆款文章的特征及生成策略。【方法】以《协和医学杂志》为例,筛选出其在今日头条平台2018年10月至2020年12月阅读量为"10万+"的爆款文章,分析文章特征,并从资源挖掘、内容生产及推广传播环节提出有效策略。【结果】医学科技期刊新媒体爆款文章具有话题热、标题靓、排版精、互动深的特点;借力平台优势、融合科普定位、发挥"意见领袖"作用、巧搭新闻热点事件、精心设计版式以及多网媒滚筒式传播均为医学科技期刊新媒体爆款文章生成的有力之举。【结论】医学科技期刊新媒体深挖优势资源,把好内容及传播环节,策略性运营,可为爆款文章生成提供保障,进而提升期刊品牌影响力和新媒体综合实力。

[Purposes]This paper aims to analyze the characteristics of high-reading articles of medical journals on new media platforms and summarize related strategies.[Methods]Taking the Medical Journal of Peking Union Medical College Hospital as an example,we singled out articles with reading times of over 100000 on Today’s Headline platform from October 2018 to December2020,analyzed the characteristics,and put forward effective strategies from the perspectives of resources,content,and promotion.[Findings]The high-reading articles are characterized by hot topics,splashy titles,reasonable designs,and deep interactions.To achieve high reading of articles on new media platforms,medical journals should take advantage of new media platforms,design articles related to popular science,push articles written by authoritative experts and connected with hot news,adopt elaborate layout,and implement roller transmission on multiple platforms.[Conclusions]Medical journals should make full use of superior resources,emphasize content design and dissemination,and implement strategic management to achieve the high reading of articles on new media platforms and enhance brand influence and new media development.