Abstract:

[Purposes] This paper aims to summarize the problems in WeChat official accounts of medical popular science journals, and explore the strategies, so as to enhance the effect of medical science popularization and benefit the people. [Methods] Applying quantitative analysis and qualitative research method, the paper found the problems of overall WeChat official accounts of medical popular science journals, analyzed the successful experience of top five official accounts, and summarized strategies combining the existed problems and successful experience. [Findings] WeChat official accounts are generally facing various kinds of problems, such as the lack of management caused by the delayed establishment of official accounts, too much attention to spreading information instead of customer service, the absence of rigorous attitudes, and neglection of certain details. Among them, the top five official accounts have favorable spreading effects, precise content setting, orderly frequency of sending messages, and the guiding menu with practical functions, which are the key strategies for successful operation. [Conclusions] The WeChat official accounts of medical popular science journals should enhance the investment of human resource and construct professional teams; focus on customer service with the support of internet advantage; choose the content of communication to achieve a differentiated advantage; and strictly observe the time and form a regular tweet pattern, thereby enhancing the effect of medical science popularization.

Key words: Medical popular science journal, WeChat official account, Strategy

摘要：

【目的】 总结医学科普期刊微信公众号运营中存在的问题,寻求对策以增强医学科普效果造福人民。【方法】 采用定量分析和定性研究方法,发现医学科普期刊微信公众号运营中普遍存在的问题,再挑选传播力排名前5的公众号进行个案研究,分析其成功经验;结合存在的问题与可借鉴的经验总结出对策。【结果】 目前医学科普期刊微信公众号整体上存在开通时间较晚、疏于管理,注重传播信息、轻视服务用户,缺乏严谨态度、忽略某些细节等问题。影响力排名前5的公众号传播效果良好,定位精准的内容设置,规律有序的推送,功能实用的导引菜单是运营成功的关键策略。【结论】 医学科普期刊公众号应加大人力资源投入,打造出专业团队;依托互联网优势,注重服务用户;精选传播内容,实现差异化优势;严格遵守时间,形成规律推文模式,从而增强医学科普效果。

关键词: 医学科普期刊, 微信公众号, 对策