融媒体传播下某肿瘤专科医院网站建设的实践与思考  

Practice and reflection on the website construction of a tumor hospital under the integrated media

作　　者：王屹峰[1] 马华君 施亮[1] 张歆雨 王亚[1] WANG Yifeng;MA Huajun;SHI Liang;ZHANG Xinyu;WANG Ya(Zhejiang Cancer Hospital,Hangzhou 310022,China)

机构地区：[1]浙江省肿瘤医院,浙江杭州310022

出　　处：《现代医院》2024年第6期928-932,共5页Modern Hospitals

基　　金：浙江省自然科学基金(LQ20H260002)。

摘　　要：在当今的数字化时代,医院门户网站已成为医院与患者之间的重要桥梁。门户网站的设计、开发、维护和升级对于医院的形象塑造和患者的就诊体验具有重大影响。文章结合浙江某肿瘤专科医院官网近年来实际运营经验,阐述其在患者视角下的开发理念、设计思路与实践方案,对网站访问数据进行分析讨论。数据证实,改版后的网站流量稳步上升,以手机为代表的移动类设备已逐步呈现快速上升的趋势,这与近年来移动互联网的迅猛发展是同步的。其经验表明医院网站建设应以患者视角,结合融媒体传播理论,走集群化、移动化和大数据之路。In digital age,hospital portal websites have become an important bridge between hospitals and patients.The design,development,maintenance,and upgrading of portal websites have a significant impact on the image shaping of hospitals and the patient experience.This article will combine the practical operation experience of the official website of a cancer hospital in Zhejiang in recent years,explain its development concept,design ideas,and practical solutions from the patient’s perspective,and analyze and discuss the website access data.The data confirms that the website traffic after the revision has steadily increased,and the mobile devices represented by mobile phones have gradually shown a rapid upward trend,which is synchronized with the rapid development of mobile Internet in recent years.The experience indicates that hospital website construction should be from the perspective of patients,combined with the theory of integrated media communication,and take the path of clustering,mobility,and big data.

关 键 词：患者视角 医院网站 融媒体建设 品牌宣传 

分 类 号：R197.32[医药卫生—卫生事业管理]