关键词: 短视频, 健康传播, 公立医院, 医学科普, 医学人文

Abstract: Objective   In recent years, the development in mobile communication technology has changed how people acquire information. The emergence of numerous short video platforms also provides new opportunities for public hospitals to promote themselves.  How to take advantage of this development opportunity is a problem worth discussing in hospital publicity work.Methods   This paper focuses on the analysis of a public hospital “Kuaishou” platform account since the opening of the contents, characteristics and operation mode.Results   This public hospital summarizes a standardized short video release scheme, after operating on an irregular basis at early stages. Conclusion   Short video platforms become crucial tools for public hospitals to conduct health communication and establish the hospital’s image, as public hospitals have certain authority in releasing health content on these platforms. Short video platforms will also be one of the key points of hospital publicity work in the future.

Key words: short video, health communication, public hospitals, health science popularization, medical humanities