[Purposes] This paper aims to deeply understand users, and explore and optimize the effective strategies of WeChat official accounts in medical journals, so as to ensure the quality of operation and provide operational ideas and methods for medical journal colleagues. [Methods] Taking Medical Journal of Peking Union Medical College Hospital as an example, through the survey of WeChat official account users and user behavior information, we improved the user profile, analyzed the features of user profile, adjusted the operation strategies according to basic attributes, behavior rules, and needs and preferences of users, and observed the operation effect and quality. [Findings] Based on the user profile, the target operation is implemented, the content and the functional structure of WeChat official accounts are close to the user expectation, and the user attention, activity, and content dissemination are significantly increased. [Conclusions] User profile provides important basis for systematic design and optimized operation of WeChat official account operators of medical journals. Based on the characteristics of user profile, the target operation is optimized to form an excellent ecology among users, platforms, and journals, improve the quality of optimized operation of WeChat official accounts, and help the content dissemination of medical journals.
Operation of WeChat official account