Study On Optimizing Strategy Of TV Health And Health Program Communication

In the strategy of healthy China,facing the aggravation of the aging of the social population,the high incidence of chronic diseases,sub-health and other lifestyle diseases,the tension between doctors and patients caused by the imbalance of health knowledge,it is imperative to strengthen health education.Under the new media environment,TV has gradually exposed the shortcomings of content solidification,small influence and single communication channel.Therefore,it is important to carry out in-depth and detailed analysis on such programs and put forward feasible optimization strategies.From the point of view of health management,using content analysis,questionnaires and interviews,this paper analyses the current situation and needs of medical audience and two-dimensional customers of health programs in terms of audience,program content and communication channels.The results are as follows: at present,more than 80% of the audience are middle-aged and elderly,while the demand of the medical profession is the full-age audience;the demand for authoritative knowledge of food health care is the highest,followed by psychological health care,new technology,etc;the form of the program is health lectures as the primary demand;Wechat is the most commonly used access.The next way to get it is television.Therefore,drawing on the research results,this paper puts forward the optimization strategies for TV health programs: before organizing programs,the audience-centered strategy of 4C and 4R theory of social marketing in management should be used;and in the process of writing and producing,the methods of gatekeeper management and agenda setting in media should be added.Increase the amount of humanistic care in the program.In the last stage of the program,expand more integrate marketing with government public health services and other projects,ultimately achieve good social and economic benefits for TV health programs,and enhance people's access to culture with high-quality health supply,so as to enhance people's sense of cultural acquisition and well-being with highquality health knowledge supply.Figure3;Table 9;Reference 58.