目的：全面了解医院微信公众账号运营情况，探索进一步完善微信运营的有效措施。方法：应用文本分析法以及深度访谈法，以上海市39家三级甲等医院为调查样本，对其微信开通率、微信服务号、订阅号的运行现状进行调查。结果：在上海市39家三级甲等医院中，订阅号的开通率为33%，其中只有45%的医院经常更新订阅号信息，服务号的开通率为13%。与传统网站、微博相比，医院微信公众账号更注重挖掘服务功能的潜力。结论：医院应进一步强化微信在线服务功能、制定个性化服务、严格控制信息发布数量，并合理利用微信连接功能。%Objectives:To have a comprehensive understanding of the public account operation of Wechat and explore the effective measures to further perfect the Wechat operation. Methods:39 top tertiary hospitals in Shanghai were selected to have an investigation on Wechat public account operation. Textual analysis and depth interview were used to learn the Wechat opening rate, service number and subscription number. Results:Among 39 hospitals, opening rate is 33%, in which only 45%hospitals always update Wechat information and the opening rate of Wechat service number is 13%. Comparing with website and Micro-blog, Wechat focuses more on developing potential service. Conclusion:Hospitals should further strengthen Wechat online services, develop personalized service and strictly control the number of information dissemination.
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