Research On We Chat Public Account Of The Affiliated Hospital Of Inner Mongolia Medical University Under The Background Of "Internet Plus"

With the continuous implementation of the “Internet plus” policy and the reform of the medical and health system,major hospitals in China have begun to take advantage of We Chat,a new media platform,to register We Chat public accounts,in order to provide more convenient and efficient online medical services for the masses.In addition,the use of We Chat public accounts by hospitals to push content is not only conducive to the publicity and promotion of hospitals,but also to ease doctor-patient disputes caused by information asymmetry between doctors and patients.The Affiliated Hospital of Inner Mongolia Medical University（Hereinafter referred to as Inner Medical Affiliated Hospital）is the first modernized comprehensive grade A hospital with the license of“Internet hospital” in Inner Mongolia.Due to its We Chat public account’s operation mode of combining service and information,it has attracted a large number of users’ attention and is the “leader” in the medical field in Inner Mongolia.Therefore this study use of content analysis and text analysis,case study method to take Inner Medical Affiliated Hospital as an example,to comb out its combing services and information with We Chat public account under the background of “Internet plus” and explore its successful experience and problems,to provide the reference of future construction and development.This paper first expounds the concepts of We Chat public account and hospital We Chat public account,and discusses the necessity of opening We Chat public account in hospital.Secondly,the We Chat public account of “Inner Medical Affiliated Hospital” and its information construction process were sorted out to visit its menu settings and the diagnosis and treatment services provided by “micro home page”;Then,text analysis is made on the We Chat public account of “Inner Medical Affiliated Hospital” from October 16,2020 to October 16,2021,and its tweet features are summarized.Finally,based on the information construction situation and text analysis results of the We Chat public account of “Inner Medical Affiliated Hospital”,the successful strategies are summarized,and specific improvement methods are proposed for the problems existing in the current We Chat public account.The study found that the We Chat public account of “Inner Medical Affiliated Hospital” has unreasonable operation personnel and limited development;Information construction is not perfect,lack of brand competitiveness;Push frequency imbalance,lack of stability;Content quality is not high,lack of recognition;Promotion strength is not enough,shallow interaction and other problems.Therefore,to improve and perfect the operation status of the We Chat public account of “Inner Medical Affiliated Hospital”,we must change the operation mode and create a professional operation team;Strengthen information service level,build hospital brand;Stable push frequency to form regular transmission;Improve content quality,implement column push;Expand publicity and promotion,focus on interactive feedback and other aspects of optimization.This not only provides a specific method to improve the operation status of the “Inner Medical Affiliated Hospital” We Chat public account,but also has a certain reference significance for the information construction and content push of other hospitals’ WeChat public account in Inner Mongolia.