Research On Public Welfare And Commercial Balance Strategy Of Self-media Health Communication

The meaning of health issues to individuals and countries is unequivocal,and how to protect everyone's physical and mental health,health communication is an important part of it.Health communication plays a key role in popularizing health knowledge,improving people's health literacy and preventing diseases,and promoting national medical development.At present,the development of the media has opened up a new world for healthy communication.Information dissemination has become ubiquitous everywhere,and the dissemination of the main body of civilians has broken the spread of health in the past from the top down,and everyone can carry out health communication.On the one hand,it leads to the proliferation of pseudo-science and rumor information;on the other hand,it encourages the involvement of many false marketing forces and seriously undermines the order of healthy communication.At present,the main body of media health communication mainly includes individuals,enterprises,non-profit organizations and various official media.Since health communication itself is a public-sex communication activity,when a profit-making enterprise enters the field,its commercial and public welfare conflicts.More and more prominent.This article takes the self-media company “Clove Doctor” as a case study,mainly researching the health communication enterprise from the media “Clove Doctor” WeChat public number.It mainly analyzes the form,theme,source and number of readings of the push content,and discusses the commercial and public welfare imbalances in the content release of the doctor's WeChat public account.It is found that the imbalance between the current health communication and the commercialization of the public welfare is mainly reflected in the imbalance of the operating entities.In order to make profits,the content of the communication is unbalanced.The marketing soft text is difficult to identify,and the information function is unbalanced.On this basis,from the perspective of social marketing,the measures and strategies to improve the commercial and public welfare imbalances arising from the health communication of media are put forward.It is believed that health communication should be more involved in social affairs in the next development process,strengthen the interpretation and dissemination of health policies;strengthen ethical beliefs,ensure the professionalism and authority of content;actively participate in charitable public welfare undertakings and establish brand image;Further segmentation of audiences,differentiated output;establish community,form relationship tribes,build brand identity;actively follow social hotspots,entertain and educate;at the same time,you can use the celebrity effect to achieve a win-win situation;finally,you should actively expand offline channels.,online and offline.Through the discussion and strategic research on the health communication from the commercial and public welfare of the media,it provides a reference for the future development of China's media health communication.