公立医院微信公众号建设现状及运营管理探索——以广东省人民医院为例

Theconstruction and operation management of WeChat official account in public hospitals:a case study of Guangdong provincial people’s hospital

随着信息技术和推送模式不断迭代,微信公众号作为互联网中重要的移动应用,是“互联网+医疗”模式实施的重要平台。做好健康传播,普及更多医疗常识,也是实现健康中国的重要组成部分,这不仅是公立医院的任务,更是一份责任。本文以广东省人民医院微信公众号管理的健康传播策略为研究对象,从健康传播的角度,对它的发展概况、内容生产、推送形式传播效果进行全面分析。在对存在的问题进行梳理和总结的基础上,提出应注重内容建设、加强统筹管理、深化培训监督等建议,旨在为公立医院完善微信公众号运营建设提供参考,对科学、规范、有序管理自媒体具有现实的借鉴意义,进而实现高质量健康传播。

With the evolving of information technology and push models,as an important mobile application in the Internet,WeChat official account is an important platform for the implementing the“Internet plus Medical”model.Effective dissemination of more medical knowledge is also an important component of achieving a healthy China.This is not only a task for public hospitals,but also a responsibility.This paper takes the health communication strategy managed by the WeChat official account of Guangdong Provincial People’s Hospital as the research object.From the perspective of health communication,we conducted a comprehensive analysis of its development overview,content production,and push effectiveness.On the basis of sorting and summarizing the existing problems,suggestions were proposed to focus on content construction,strengthen overall management,and deepen training supervision.The study aims to provide reference for public hospitals to improve the operation and construction of WeChat official account,offer practical reference for scientific,standardized,and orderly management of self media so as to achieve high-quality health communication.