广州市三甲医院微信公众平台运营现状调查  

Investigation on Operation Status of WeChat Platform of Third Grade First Class Hospitals in Guangzhou City

作　　者：龙土红 苗永青 邹志辉[1] 陈宇杨 赖永洪[1] Long Tuhong(The Third Affiliated Hospital of Guangzhou Medical University,Guangzhou,511436)

机构地区：[1]广州医科大学附属第三医院,广州510145 [2]广州医科大学,广州510145

出　　处：《医学与社会》2019年第2期83-87,共5页Medicine and Society

摘　　要：目的:了解公立医院微信公众平台功能和公众号影响力,探讨完善微信菜单功能、优化平台运营的对策。方法:以广州市15家三甲公立医院为研究对象,通过文献研究法、内容分析法、统计描述、Fisher精确检验及相关性分析等方法分析医院微信公众平台运营现状。结果:不同医院微信公众平台的服务功能存在差异;医院微信平台信息推送频率及数量不合理;推送内容可以分为新闻动态、科普知识、信息公开等类型;微信公众号菜单功能得分与传播效果的相关关系不显著。结论:建议公立医院完善微信公众平台服务功能,发布的内容要经过细致挑选,根据自身品牌传播的需要及患者需求选择对用户价值较高的内容发布。Objective:To understand service function and influence of public hospital Wechat platform,and to discuss the countermeasures for improving WeChat menu function and optimizing the operation of the platform.Methods:15 Municipal Tertiary hospitals in Guangzhou were selected as research object.The operation status of WeChat public platform were analyzed using literature analysis,content analysis,statistical description,Fisher's exact test and correlation analysis,etc.Results:Different hospital WeChat platforms have different service functions,the frequency and quantity of information provided by the hospital WeChat platform are not reasonable,correlation between the score of menu function of hospital Wechat platform and the dissemination effect is not significant,the content can be divided into news,health science knowledge,information disclosure,and other categories.Conclusion:Public hospitals should improve the service functions of the platform and publish information content more carefully through careful selection.According to the needs of brand communication and patient needs,contents with higher user value are selected for publication.

关 键 词：医院管理 微信公众平台 信息 运营 广州 

分 类 号：R197.2[医药卫生—卫生事业管理]