On Health Communication Strategy Of "Clove Doctor" Under The New Crown Epidemic Situation

Health has always been the topic of most concern to the public.With the development of The Times,the dissemination of health information is increasing.In the Internet era,we media has become an important carrier of health communication.On December 31,2019,the sudden emergence of COVID-19 brought the health issue to the climax again.In the process of spreading health information about the epidemic prevention and control,the We Chat official account "Dilac Doctor" won the public recognition and trust with its outstanding communication strategy.In this paper,content analysis method and questionnaire survey method were used to conduct a comprehensive investigation and analysis of the health communication elements of "Dxilac Doctor" epidemic prevention and control.For example,SPSS was used to conduct data analysis on the tweet samples from the innovative communication section and three periods of the panic period,the city closure period and the recovery period.To understand the color,form and data source of the innovation section,as well as the theme,function,form and length of tweets,etc.,to deepen the understanding of the user portrait,preference and communication effect of "Dilac Doctor" through questionnaire survey.The study found that the new section released by "Dilac Doctor" during the epidemic period has a clear interface,diverse forms of expression,concise and concise interaction,and authoritative data content.The author of the tweet has clear responsibilities and strong convincing power,with a variety of topics,including health preservation,rumor refutation,disease prevention,sales,story,new crown,and other categories.Among them,health preservation and new crown are more concerned by users,and the reading amount and thumb up amount are relatively higher.The form of tweets is mostly a combination of pictures and pictures.The length of tweets is moderate,and the style is humorous.They follow the hot issues of current affairs,follow the trend,and often use popular words,which shorten the relationship with users.In addition,there is a serious "title party" phenomenon in "DXY Doctor",and the proportion of sales promotion advertorials is also large,and the audience is limited,which affects the communication effect.When we media carry out health communication,we need to make clear the personal responsibility of the communication subject and deliver the correct health information.Secondly,it is necessary to reasonably allocate topics according to its own positioning and give full play to the functions of the platform.Popular science platform is not a sales platform.Third,the need to form their own unique style,avoid rigid,preachy.At the same time,title production should strike a balance between attracting the audience and reducing vulgarity.Rejecting "title party" will consume user loyalty.Finally,the communication plate should be innovated,the operation process should be simplified,the form of tweets should be added,and the characteristic services should be strengthened to suit the user’s taste,so as to improve the communication effect.