Research On Health Communication Of APP “Spring Rain Doctor”

After experiencing the forms of mass media such as newspapers,radio and television,health communication has ushered in the era of Internet health communication.With the rapid development of Internet technology and the mobile medical industry,a large number of mobile health APPs have emerged.As a new medium of health communication,mobile health APP has gradually established its important position in the practice of health communication and become an important platform for modern health communication.As a pioneer of mobile medical industry and a pioneer of mobile health APP in China,Spring rain doctor's health communication is significantly representative.Spring rain doctor showed the following characteristics in the process of health communication.Firstly,the communication subjects are more diversified,including APP editing team,professional doctors,media organizations,non-profit organizations and health enthusiasts.There are not only numerous professional communicators,but also a significant increase in the number of the general public.Secondly,The content of health communication shows the characteristics of professionalism,popularity,pertinence and practicability.Thirdly,the modes of communication are various,such as present knowledge in a popular form,the combination of interpersonal communication and mass communication,emphasis on functional structure and visual presentation,and the combination of knowledge popularization and marketing.Besides,the user structure shows a trend of youthfulness,with higher health awareness,autonomy and participation on the whole.What's more,the communication effect is good and can have a positive impact on users and society.Spring rain doctor has played an active role in the acquisition of health knowledge,the establishment of health concepts and the change of health behaviors.And the socialization function has been highlighted and played a positive social effect,which can effectively promote doctor-patient communication and help build a harmonious doctor-patient relationship.At the same time,it will help improve the medical and health service system and alleviate the shortage of medical resources and difficulties in getting medical treatment.While having a positive effect,Spring rain doctor also has many problems in the process of health communication.Including: most health information is transferred from third parties,and the authority is doubtful;Single form of expression,causing aesthetic fatigue;limited user groups and insufficient interaction;the content of communication is not balanced,ignoring mental health;the mechanism of accountability evaluation is unreasonable and doctors' enthusiasm is discouraged,etc.To improve and perfect the health communication of APP “Spring rain doctor” and optimize its health communication effect,the following measures can be taken: strengthen the control of the contents of communication;enrich the forms of expression,enhance readability and interest;expand user groups,pay attention to user feedback and interaction;balance the contents of communication,and appropriately increase mental health knowledge;clarify the responsibility assessment mechanism to improve the enthusiasm of doctors,etc.