新媒体在医院文化建设中的应用现状

Application Status of New Media in Hospital Culture Construction

目的分析医院文化建设中新媒体的应用现状。方法于2020年2~12月选取医院患者及家属、管理人员及员工共210例为研究对象,采用访谈法、问卷调查法等了解医院文化建设中新媒体的应用现状。结果医院目前所使用新媒体主要为微信公众号、App(99.00%),目的在于促进品牌宣传、业务推广(95.00%),内容主要是健康科普内容(88.00%),运营难点主要是资金不足(57.00%);医院员工接收医院信息途径主要是医院门户网站(28.75%),认为新媒体应用不足及建议主要是未深入推广(93.75%);患者及其家属愿意接收医院信息途径主要是微信、微博(50.77%),了解内容主要是健康科普内容(63.08%),了解形式主要是文字(61.54%),认为新媒体有用占比为45.38%。结论医院文化建设中新媒体的应用目前存在一定不足,需加大资金投入、宣传等,以优化管理战略。

Objective To analyze the application status of new media in hospital culture construction.Methods From February 2020 to December 2020,210 patients,family members,managers and employees of the hospital were selected as the research objects to understand the application status of new media in the construction of hospital culture by means of interview and questionnaire.Results At present,the new media mainly used by the hospital are mainly WeChat official account and App(99%),aiming at promoting brand promotion and business promotion(95%).The main contents are health science contents(88%),and the main operational difficulties are lack of funds(57%).Hospital staff received hospital information mainly through the hospital portal(28.75%),and thought that the insufficient application of new media and suggestions were mainly due to the lack of in-depth promotion(93.75%);Patients and their families are willing to receive hospital information mainly through wechat and microblog(50.77%),the content of understanding is mainly health science popularization content(63.08%),the form of understanding is mainly text(61.54%),and 45.38%think that new media is useful.Conclusion At present,there are some deficiencies in the application of new media in the construction of hospital culture.It is necessary to increase capital investment and publicity in order to optimize the management strategy.