Background: Social media has become one of the main information sources for medical professionals, patients and public. And WeChat as the most popular social media platform in China have applied in delivering medical information service. Pharmaceutical companies are committed to using various social media to provide digital medical information services (DMISs) to different stakeholders, which remains experimental and immature stage. However, little is known about what the service model of DMISs is delivered by pharmaceutical companies via WeChat. Objectives: This study aimed to explore the service model of DMISs delivered by pharmaceutical companies via WeChat in China. Then explore the clinicians' perspective for these services. Specifically, this study tries to answer these questions:(1)what services do pharmaceutical companies deliver? (2) what are the advantages or disadvantages? (3)what are the innovations? (4)what are the experiences of clinicians on WeChat DMISs? (5) what do they need and expect for WeChat DMISs? Methods: This study was conducted following a mixed method. First, a documentary analysis was used to explore the service function. Second, a qualitative interview was used for understanding the clinicians’ perceptions. Results: Themes highlighted two key services delivered by WeChat, they were business operation service (company profile, company news, human resources, and investment & financing information) and DMISs, which we called functional service, delivered four types of services for targeted 3 groups of customers (information service, professional service, science & education service, and online mall service)Total 4 themes were identified to understand the clinicians' views toward WeChat DMISs: awareness, capabilities, consequences, and inevitability. Participants expressed the inevitability of WeChat DMISs and suggested pharmaceutical companies optimize their information content on WeChat and provide more patient management in the future. Conclusion: Pharmaceutical companies have delivered multiple DMISs via WeChat in China. However, the development of pharmaceutical company DMISs is still in the exploratory stage, and the value of DMISs has not been fully realized in operation. To realize the advantages of digital technology and optimize healthcare resource allocation, future pharmaceutical companies need to increase their service building in information content and patient management. Key words: digital medical information service; pharmaceutical company; WeChat; clinician; digital health

背景:社交媒體已成為醫務人員，患者以及公眾主要資讯來源之一，微信作爲中國最受歡迎的社交平臺已經提供了一些醫療信息服務。製藥公司致力於利用各種社交媒體向不同的利益相關者提供數位醫療資訊服務(DMISs)這仍處於試驗和不成熟階段。製藥公司通過微信提供的 DMISs 服務模式知之甚少。 目的:本研究旨在探索中國醫藥企業基於微信提供 DMISs 的服務模式，然後探討臨床醫生對這些服務的看法。具體而言，本研究試圖回答以下問题:(1)製藥公司提供哪些服務?(2)優點和缺點是什麼?(3)創新點是什麼?(4)臨床醫生在微信 DMISs 上的體驗是什麼?(5)他們對微信 DMISs 的需求和期望是什麼? 方法:本研究採用混合的研究方法。首先通過文檔分析探索微信 DMISs服務功能。其次，使用定性訪談來瞭解臨床醫生使用這些信息服務的觀點看法。 結果:我們發現微信提供兩種信息服務，一種是商運營服務(公司簡介、公司新聞、人力資源、投融資資訊)和 DMISs,即服務於3類人群的功能性服務(資訊服務、專業服務、科教服務、和網上商城服務)。我們共識別了4個主題詞來瞭解臨床醫生對微信 DMISs 的看法，分別是:意識、能力、後果和必然。參與者認為 DMISs 是必要的，並建議藥企優化微信信息服務内容，並在未來提供更多的患者管理服務。 结論:藥企在中國已經通過微信提供了多種 DMISs。但是，藥企 DMISs 的發展還處於探索階段，DMISs的價值在運營中還没有完全實現。為了發揮數字化技術的優勢，優化醫療資源配置，未來的製藥企業需要更加全面地加強資訊內容和患者管理等方面的服務建設。 關鍵词:數位醫療資訊服務;製藥公司;微信;臨床醫生;数字醫療