A Study On Communication Capacity And Optimization Strategy Of Health-oriented WeChat Official Accounts

With the rise of WeChat, it becomes another important channel of health communication. This paper established the communication capacity evaluation system. WeChat official accounts of paper media, Internet media, hospital media and marketing media were selected for this research. Researching from the communicator-the operator, reply message mode, menu setting, content-the regularity, source, content type, title strategy and communication effect, analyzing the communication capacity.From the communicator factors, paper media, Internet media and hospital media’ reply message mode, menu settings are fitting to their own location, the whole marketing media promote other official accounts, exposing its marketing nature. From the content factors, lacking of originality, each category has a lot of health care and daily dietary type of information, and are keen to use knowledge, numeral, and fearful headlines. From the effect factors, marketing media has the best communication effect, hospital media has the worst communication effect.Although these accounts provide users a convenient and accurate information access channel, optimize the medical treatment process, but there are also many problems。 the content are homogeneity and controversial, the poor interactive, the intrusive advertising and the abuses of headline skills. In order to improve communication capacity of health-oriented WeChat official accounts, some steps need to be taken,such as establishing public information dissemination standard, enhancing communicator’s scientific literacy and vocational training, mobilizing hospitals to establish authoritative source, optimizing menu settings and message reply mode to enhance interactivity, etc.