刍议微信公众号在医院宣传工作中的应用  

Ruminating on the Application of WeChat Public Account in Hospital Publicity Work

作　　者：顾蕾 陆杰 GU Lei;LU Jie(Wuxi Xishan People's Hospital Ehu Branch,Wuxi 214116,Jiangsu,China)

机构地区：[1]无锡市锡山人民医院鹅湖分院,江苏无锡214116

出　　处：《中国卫生产业》2024年第6期158-160,164,共4页China Health Industry

摘　　要：本文探讨微信公众号在医院宣传中的应用情况。文章从微信公众号发展背景、特点及其在医院宣传中的应用案例入手进行综合分析,揭示医院利用微信公众号进行健康知识普及、医患互动、品牌塑造等方面的巨大潜力,同时探讨了医院在实际操作中采取的多元化内容策略、互动交流手段及技术应用,展示出微信公众号实现信息快速传播、提高医院服务效率、增强用户粘性的有效途径,探讨了医院宣传中应用微信公众号所面临的主要挑战,并针对这些挑战提出了创新的解决策略。This article discusses the application of WeChat public account in hospital publicity.The article begins with a comprehensive analysis of the background of the development of WeChat public account,its characteristics and its application cases in hospital publicity.It reveals the great potential for hospitals to utilize WeChat public account for health knowledge popularization,doctor-patient interaction,and branding.At the same time,it discusses the diver-sified content strategy,interactive communication means and technology application adopted by the hospital in actual operation,showing the effective ways for WeChat public account to realize the rapid dissemination of information,im-prove the efficiency of hospital services and enhance the stickiness of users.And it discusses the main challenges faced by the application of WeChat public account in hospital publicity,and proposes innovative solution strategies for these challenges.

关 键 词：微信公众号 医院宣传 社交媒体 医患沟通 品牌塑造 

分 类 号：R19[医药卫生—卫生事业管理]