医院官微运营策略与实践探讨

Discussion on Operation Strategy and Practice of Hospital Official WeChat

新媒体技术的蓬勃发展与信息化平台的规模化建设,使得医院拥有了自己的传播平台和渠道,医院利用新媒体并创新性应用于患者诊疗服务,将达到更新、更快、更广的传播时效,发声的渠道和力量都变得更广、更强。本文以浙江省肿瘤医院官方微信公众号为研究对象,以其发布消息为研究样本,分析医院在患者视角下的新媒体运营策略,探讨如何借助医院微信公众号构建全生命周期的新媒体生态链,并对医院品牌传播的创新路径进行展望。

With the vigorous development of new media technology and the large-scale construction of information platform,the hospital has its own communication platform and channel.With the use of new media and innovative application in patient diagnosis and treatment service,the hospital will achieve newer,faster and wider communication timeliness,and the channels and power of voice will become wider and stronger.This paper took the official WeChat account of Zhejiang Cancer Hospital as the research object and its published news as the research sample,analyzed the hospital's new media operation strategy from patients’perspective,discussed how to build a new media ecological chain of the whole life cycle with the help of the hospital's WeChat account,and forecasted the innovative path of hospital brand communication.