Analysis on influencing factors of WeChat official account communication effect of a public hospital / 中华医院管理杂志

ABSTRACT

Objective:To analyze the influencing factors of the public hospital′s WeChat official accountcommunication effect, for references for improving the public hospital′s WeChat official account′s public opinion guidance in health dissemination field.Methods:The communication data of all the tweets on the official account of a tertiary hospital from 2018 to 2021 were obtained, taking the tweets reading times as the evaluation index of the communication effect of the WeChat official account. The number of sharing times, the number of title words, punctuation points, the first launch platform and content type were took as factors that may affect comounication effectiveness for single factor analysis and multiple linear regression analysis.Results:A total of 1 102 tweets were included, with an average reading times of 10 670, and an average sharing times of 411. The top 10 tweets in terms of reading times were mainly about the treatment of major diseases, emergencies, common misconceptions and health popular science. The sharing times and the hand-painted entries were positively correlated with the reading times( P<0.05), while the number of title words and punctuation was negatively correlated with the reading times( P<0.05). The reading times of tweets varied with different title sentence structures, initial platforms, source departments, and content types, and the differenceswere statistically significant( P<0.05). The sharing times, hand-painted entries, title sentence structures and content typeswere the influencing factors of the public hospital′s WeChat official account communication effect( P<0.05). Conclusions:The tweets of a public hospital′s WeChat official account with high reading times focused on the hot issues that people pay attention to, and there were many factors influencing the communication effect. The author suggested that the WeChat official account of public hospitals should focus on the needs of the people, promote the construction of high-quality content, and further strengthen the design level of copywriting to improve its audience and communication power.