Content Analysis Of "Micro-medical APP" From The Perspective Of Health Communication

With the development and maturity of Internet technology,mobile smart phone is widely used in our country,which has stimulated the rapid development of various apps and gradually developed.Affected by covid-19,people’s health awareness has gradually increased,and the acceptance of internet-based medical care has shown an upward trend.Since 2016,the state council announced the “ 2030 Healthy China ”program,has played a role in promoting the development of our healthy China.As the first pilot platform of Internet Hospital in our country,micro-medical APP makes full use of Internet technology to develop medical health towards informationization and digitalization,gradually realize “ Medicine + medicine ” closed-loop service.Based on the perspective of“Health communication”in the branch of communication science,this paper takes“Micro-medical APP”as the research object and bases on the theoretical model of“Knowledge,belief and practice”of health communication belief,using a combination of case studies,Content analysis and questionnaires,the content of the “Micro-medical APP” was designed based on external emotional design principles,to the internal content production analysis,positioning analysis,marketing strategy analysis and through the questionnaire to the user communication effect analysis,research shows that there are the following problems in the development of health communication.The influence of health communication is insufficient: the implementation of relevant policies is not in place,there are many problems in the management of the platform,and the awareness of personal health communication is weak;The platform is short of health-related skills: the narrow scope of promotion,single creative form,slow content update lead to low efficiency of health communication.In view of the above problems,in order to promote the sustainable development of micro-medical APP health communication,put forward feasible suggestions.At the external level: strengthen the implementation of government policies,propaganda and guidance;standardize the platform mechanism to form effective synergy;“ Multi-synergy ” to improve people’s health awareness.In the APP itself: Innovative Ways of health communication,including expanding the scope of micro-medical platform promotion,increased interaction with users,timely feedback;Balanced dissemination of content,many aspects of health knowledge,effective enhancement of health communication effect.The research in this paper can make the APP attract more users,improve the stickiness of users,enhance its development value in the field of medical and health care,and also improve people’s new understanding of health communication to a certain extent,change Health Attitude,guide health behavior and promote the development of health communication in our country.