Research On The Marketing Strategy Of A Hospital Wechat Public Platform

WeChat public platform is an application account based on WeChat's online application launched by Tencent in 2013.With Wechat having been a must-have instant communication software for more than 90% of smartphone users,WeChat public platform has interfaced with many government affairs and people's livelihood services,as well as innovated many convenient services for the public.In the current background of the continuous advancement of the “Healthy China 2030” program,using WeChat public account to carry out service marketing campaign plays an important role in improving public hospitals' service level and expanding their popularity and influence.For medical institutions,WeChat public platform does not only provide such medical services as registration,medical treatment and payment,but also has become an important channel for communication between hospitals,patients and the public due to its social media property.At present,most medical institutions in China have opened and operated their own WeChat public accounts.However,in the process of formulating WeChat marketing strategy and conducting marketing campaign,there have been many problems such as lack of top-level design,inaccurate analysis of target audience,etc.Many hospitals invested much effort in WeChat marketing,but the result was not satisfactory.Besides,it makes hospitals' management departments and operators have a lot of confusion about WeChat public account marketing.With A Hospital's WeChat public account as the research object,this study focuses on analyzing the status quo and issues of its WeChat public account marketing.Based on the research result,it proposes a set of operational improvement strategies under the guidance of marketing theory.Firstly,it reviews relevant theories of marketing,especially service marketing and network marketing,describing the current situation of A Hospital's WeChat public account marketing according to an analysis of internal and external environment.Secondly,based on the result of a survey on subscribers' usage of A Hospital's WeChat public account,it finds out several problems in its marketing strategy including: the online service functions are not perfect;it is not convenient for users to obtain information;there is not adequate instant interaction between the users and the customer service staff.After analyzing the causes of the existed problems in detail,it centers on five stages in WeChat marketing,which are attracting attention,developing interest,increasing search channels,enhancing the frequency of user's using the platform and expanding user's sharing behavior.Finally,it puts forward a series of feasible suggestions including adhering to user-centered principle,integrating marketing resources,broadening search channels,establishing user interaction and communication mechanisms,which further optimizes and upgrades its WeChat public account marketing strategy.As WeChat public account is an essential part of A Hospital's Digital Hospital project,the study and optimization of its marketing strategy can also promote the application and development of “Internet + Medical” in practice.In addition,the operation experience and mode of A Hospital's WeChat public account summarized from the study can provide reference value to other public hospitals in building up and operating their WeChat public accounts.