北京市医院短视频平台传播力现状及展望

Status and prospect for the hospital propagation force in short video platform in Beijing

目的:探讨北京市医院官方抖音短视频平台发布内容及传播力,提出完善医院短视频平台建设的发展建议。方法:对截至2020年4月30日北京市所有医院官方抖音号作品数、作品内容、点赞数、评论数、分享数、总粉丝数等数据资料进行爬虫收集并分析。结果:医院官方抖音账号数量从2018年6月至今呈现持续增长趋势,医院逐渐建立与患者沟通的短视频平台。从发布指数、覆盖指数和互动指数3个维度评价各医院短视频平台传播力,不同医院之间有着较大差异。从发布内容来看,北京市医院在抖音平台发布作品最多的是关于健康教育方面,其次是与新冠肺炎疫情的相关内容。结论:抖音短视频平台已经成为医院信息公开和对外沟通的新窗口。为了实现医患之间的良性沟通,医院应当基于本院的实际情况在抖音短视频平台主动参与表达、丰富宣传内容、增加宣传质量,从而提升医院新媒体传播力、加强医院影响力,增加人文关怀来促进和谐医患关系的建立。

Objective:To investigate the content and propagation force of the hospital Douyin short video platform in Beijing,and put forward suggestions on improving the construction of the short video platform of hospital.Methods:The crawler collected and analyzed the number,content,number of thumb up,number of comments,number of shares,and total number of fans of hospitals’official Douyin ID in Beijing as of April 30,2020.Results:The number of official Douyin ID of the hospital has been continuously increasing since June 2018,and the hospitals have gradually established a short video platform for communication with patients.From the three dimensions of release index,coverage index and interaction index,the propagation power of short video platforms of hospitals was evaluated.From the release content,most of the works released by Beijing hospitals on Douyin platform are about health education,followed by those related to the COVID-19 pandemic.Conclusion:Douyin short video platform has become a new window for hospital information disclosure and external communication.In order to achieve good communication between doctors and patients,hospitals should take the initiative to participate in the expression of Douyin short video platform based on the actual situation,and enrich the propaganda content and increase the propaganda quality.In this way,the new media communication of the hospital can be improved,the reputation of the hospital can be improved and the harmonious doctor-patient relationship can be established.