Asian Journal Of Social Pharmacy

Abstract: Objective To analyze of the status of pharmaceutical WeChat public platforms, and to put forward some suggestions for its future development. Methods PEST-SWOT matrix model for the pharmaceutical WeChat public platforms was constructed to sort out the strength, weakness, opportunities and threats of the platforms compared with the traditional health information communication media. Results and Conclusion Pharmaceutical WeChat public platform has such features as strong flexibility, high industrial sensitivity and wide communication resources. However, it has also the disadvantages of too general content and homogenization, unclearly positioning and single feedback path. From the perspective of SO, ST, WO and WT, the development strategy of pharmaceutical WeChat public platform is to offer accurate information with the big data to create new way of media thinking, to define its own positioning so as to provide vertical service, and to enhance its professionalism.

Key words: PEST-SWOT matrix, pharmacy, WeChat public platform, traditional media