Present application analysis of social media by tertiary stomatological hospitals in China / 中华医院管理杂志

ABSTRACT

Objective To analyze the use of social media at 60 tertiary stomatological hospitals in China, for references of operational management and development of these hospitals. Methods Web crawler technology was used to collect information of 60 stomatological hospitals, covering the number of treatment chairs, staff headcount and annual outpatients. The study also covered the Wechat official account information( when it was openly accessible, menu bar function and original articles), and the WeChat official account information( WCI value, total Pviews of articles, number of thumbs up, and top ten high-frequency words)as found in gsdata. cn, and Sina Weibo information( when it was openly assessable, latest release time, total Weibo accounts, number of online attentions, number of fans, number of forwards, number of comments, number of thumbs up, and Weibo texts), as well as information on Haodaifu website (total visits, patients served, and doctors having their own personal websites). These information were subject to descriptive and quantitative analysis. Results 98.3% ( 59/60 ) of the hospitals possess one account at least, the usage rate of WeChat (58/60, 96.7% ) and Haodaifu online (56/60, 93.3% ) are significantly higher than Sina Weibo ( 26/60, 43.3% ), with regional differences existing. Appointment registrations are the main function of the menu bar of WeChat. Obvious difference is found among operation effects of Sina Weibo, as only 13 hospitals are still in good maintenance of their accounts. High relevance is also found between Haodaifu website and the two other social media platforms. Conclusions Hospital scale has a huge impact on the use of social media. Stomatological hospitals in China should highlight their own characteristics based on their strength, focus on their operation and management to improve the utilization rate, and pay attention to the relevance between various platforms.