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| 中文摘要: |
| 新型冠状病毒肺炎疫情期间，医院主要应用微信公众号平台进行健康传播，及时回应了突发公共卫生事件中的公众健康诉求。本文以重庆市三甲医院公众号为切入点，讨论了新型冠状病毒肺炎疫情期间医院应用公众号进行健康传播的优势，发现其存在的不足，提出其在优质内容生产、与用户互动、建立微信矩阵、转变传播风格与把握传播时机等方面的优化路径，并认为基于突发公共卫生事件的医院公众号健康传播实践，对医学教育也具有重要启示。 |
| 英文摘要: |
| During the COVID-19 outbreak, the hospital mainly used the WeChat official account for health communication, and responded to public health demands in public health emergencies in a timely manner. Taking Third-Level First-Class Hospital in Chongqing as the breakthrough point, this paper has discussed the advantages of hospital WeChat official account for health communication during the COVID-19 epidemic, found its insufficiency, and proposed optimized paths in production of high quality content, interaction with users, establishment of WeChat matrix, change of communication style and master of the communication timing, etc. Meanwhile, this paper holds that the communication practice of hospital WeChat official account based on public health emergencies has important enlightenment for medical education. |
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