新媒体平台在助力市县医院宣传及传播中的作用

The role of new media platform in promoting the publicity and communication of municipal and county hospitals

网络信息技术的发展,催生了新媒体时代的到来。在新媒体时代,媒体传播语境发生了巨大变化,微信、抖音等新媒体平台层出不穷,他们以更加丰富的形式、更加新颖的内容、更加便捷地传播迅速瓜分媒体传播市场,助力了各行各业一个个具有影响力的品牌诞生。市县医院作为最直接与基层患者打交道的医疗服务单位,近年来正在面临着日渐严峻的医患矛盾、日渐激烈的市场竞争、日渐削减的客户群体等一系列现实困境,已经来到了淘汰和新生的十字路口。市县医院必须把握住新媒体平台助力医院宣传和传播的机遇,优化医院的宣传工作,扩大医院宣传力度,提高医院在患者群体中的熟知度和认可度,提升医院在医疗服务市场上的竞争力,助力市县医院完成蜕变转型。文章首先介绍了医院宣传工作的重要性,而后就新媒体平台在市县医院宣传中的比较优势进行了分析,之后对市县医院新媒体平台宣传困境进行了剖析,最后针对当前市县医院新媒体平台宣传工作的困境,提出了针对性的解决对策。

The development of network information technology has given birth to the arrival of the new media era.In the new media era,the media communication context has undergone tremendous changes.New media platforms such as WeChat and Tiktok have emerged one after another.They quickly carved up the media communication market with richer forms,more novel content,and more convenient communication,helping to create influential brands in all walks of life.As the most direct medical service unit dealing with primary patients,municipal and county hospitals are facing a series of practical dilemmas in recent years,such as increasingly severe doctor-patient conflicts,increasingly fierce market competition,and decreasing customer groups,and have come to the crossroads of elimination and renewal.Municipal and county hospitals must seize the opportunity of new media platform to help hospital publicity and dissemination,optimize the hospital's publicity work,expand the hospital's publicity,improve the hospital's familiarity and recognition among patients,enhance the hospital's competitiveness in the medical service market,and help municipal and county hospitals complete transformation.The article first introduces the importance of hospital publicity work,then analyzes the comparative advantages of the new media platform in the municipal and county hospital publicity,then analyzes the difficulties of the municipal and county hospital's new media platform publicity,and finally puts forward targeted solutions to the current difficulties of the municipal and county hospital's new media platform publicity work.