基于微信公众平台的健康传播对地市级医院品牌的作用研究

Research on the Role of Health Communication Based on Wechat Public Platform in the Brand of Municipal Hospitals

为了解地市级医院A基于微信公众平台的健康传播实践对医院品牌的作用,为全国地市级医院品牌建设开辟新途径,为地市级医院运用微信健康传播提升医院品牌提供借鉴。于2019年10月22日至11月22日,利用问卷星进行网络问卷调查;采用李克特五级评分法评估医院品牌资产;使用(x±s)描述医院品牌资产现状;用Hoteling t2检验对比关注医院A微信健康传播者与未关注者品牌资产是否存在差异;使用多重线性逐步回归探讨影响医院品牌资产的因素。发现关注医院A微信健康传播者比未关注者医院知名度、认知度、信任度、忠诚度得分分别高0.483、0.602、0.482、0.509(P均<0.001)。关注者与未关注者品牌资产各维度得分均有统计学差异(P均<0.001),并且关注者得分均值都高于未关注者。对医院A微信健康传播关注度越高,医院品牌资产各维度得分也越高(P均<0.001)。医院A基于微信公众平台的健康传播能提升其医院品牌。微信健康传播是地市级医院品牌建设新途径。

In order to understand the role of health communication practice based on Wechat public platform in a municipal hospital A on hospital brand,to break a new way for future brand building of municipal hospitals nationwide,and to provide reference for municipal hospitals to use Wechat health communication to enhance hospital brand.From October 22,2019 to November 22,2019,the questonnaire stor was used to conduct online questionnaire survey.The hospital brand equity was evaluated by Likert's five-level scoring method;the status quo of hospital brand equity was described by(x±s).Using Hoteling t2 test to compare the difference of brand equity between those who pay attention to Wechat health communication of hospital A and those who do not.Multilinear stepwise regression analysis was used to explore the factors affecting hospital brand equity.It was found that those who paid attention to Wechat health communication of Hospital A scored 0.483,0.602,0.482 and 0.509 higher than those who did not(P均<0.001).The scores of all dimensions of brand equity between the followers and the non-followers were statistically different(P均<0.001),and the average scores of the followers were higher than those of the non-followers.The higher the attention to Wechat health communication of hospital A is,the higher the scores of all dimensions of hospital brand equity are(P均<0.001).Health communication based on Wechat public platform in hospital A can improve its hospital brand.Wechat health communication will become a new way of brand building of municipal hospitals.