Research On Health Communication Of Mobile Medical APP

With the development of mobile Internet,and the extensive practice of Internet medical,a large number of mobile medical APP arises at the historic moment.As an emerging media,mobile medical APP not only relieved the "difficulty and high cost of treatment" problem and changed the experience people go to a doctor,but also become an important platform of health communication.Because of its characteristics,such as immediate convenience,social interaction,information polymerized,transmission precision and anonymous privacy,mobile medical APP has unique advantages in health communication.Compared with the health communication of traditional media,the mobile medical APP shows different characteristics.Firstly,communication subject is more pluralistic,there coexist experts and grassroots.Besides,Communication contents are more comprehensive,it will pay attention to the delivery of information of healthy life style and health concept as well as conveying professional knowledge of disease prevention.What' s more,in terms of communication channels,it will fully use various new media platforms,such as microblog,WeChat,social Q&A sites,combine with intelligent wearable devices,and realize three-dimensional dissemination through offline activities.As for communication object,the user structure has a trend of getting younger and the users has a high degree of autonomy and participation.The health communication of mobile medical APP has dual effect on the users and the society.On the one hand,it improves the level of the user's health cognition and promote the transition from health concepts to effective actions.On the other hand,it has played a positive role in aspects of improving the medical and health services system,building a harmonious doctor-patient relationship and the social health science service.There also exist a series of problems in the process of health communication of mobile medical APP,they mainly show in these aspects as follows.Firstly,the deficiency of product function lessen the frequency of use.Secondly,laxity put the credibility of health information in doubt.Besides,lack of communication skills led to the deficiency of science popularization.Moreover,commercialization pursuit leads to flooding of the health products promotion.Finally,the weaknesses of product promotion lead to limitations of communication objects.This paper put forward optimization strategy based on five aspects,they are perfecting the construction of product itself,strengthening the laxity of health information,improving the way of communication,strengthening the supervision of industry and expanding the communication object group.