目的 分析医院健康科普信息发布现状以及健康科普传播效果,并探讨其影响因素.方法 选择上海交通大学医学院所有12家附属医院进行研究,获取2022年10月1日-2023年9月30日其官方微信公众号发布的健康科普推文,使用微信传播指数(WeChat Communication Index,WCI)一级和二级指标对微信公众号健康科普传播的效果进行综合分析,并探讨其影响因素.结果 12家医院共发布推文2791篇;其中,健康科普文章1470篇,占比52.67％,平均阅读量为8881.44次/篇.各医院的健康科普推文数量和传播影响力存在差异,综合医院的传播力整体高于专科医院.Kruskal-Wallis检验结果显示,各家医院健康科普推文的阅读数、点赞数、在看数和WCI指数间差异均有统计学意义(P均＜0.01).WCI指数最高的12篇文章阅读数均达到了 10万以上.推文的影响力受多个因素共同影响,如标题句式、发布位置、主题内容等.其中,标题以否定反问句的句式、位于头条位置能够显著提高推文的阅读数(P＜0.05).高影响力推文主题主要体现在养生保健、药品安全、营养膳食等领域(P＜0.05).结论 医院发布的健康科普推文整体传播力较高,但差异较大.医院应从"质""量"并重、塑造品牌形象、关注健康热点、创新科普形式等方面入手,重视健康科普推文的标题、位置、内容,切实提高健康科普信息的传播效果.
Study on status and effect of health science popularization in hospital WeChat official accounts
Objective To analyze the current situation and effect of health science popularization in hospitals,and to explore the influencing factors.Methods A total of 12 affiliated hospitals of Shanghai Jiao Tong University School of Med-icine were selected,and the health science popularization articles published by their WeChat official accounts from October 1,2022 to September 30,2023 were obtained.The primary and secondary indicators of WeChat Communication Index(WCI)were used to comprehensively analyze the effect of health science popularization,and the influencing factors were discussed.Results A total of 2791 articles was published by WeChat official accounts of the 12 hospitals,among which 1470 were health science articles,accounting for 52.67％.The average reading volume of health science articles was 8881.44 times per article.There were significant differences in the quantity and quality of health science articles among hos-pitals,and the communication effect of general hospitals were higher than that of specialized hospitals.Kruskal-Wallis test was further carried out for each index,and the results showed that the differences in reading,liking,viewing and WCI of health science articles of each hospital had statistical significance(all P＜0.01).Each of the top 12 articles with the high-est WCI had more than 100 000 readings.The communication effect of an article was influenced by a number of factors,such as the sentence pattern of the title,the position of the text or its topic.Among them,negative and interrogative titles and headline articles can significantly improve the readings(P＜0.05).The topics of high-impact articles were mainly reflected in the fields of health care,drug safety,nutrition and diet(P＜0.05),etc.Conclusion The health science populariza-tion articles published by the hospitals have good communication effects,but there is a large difference among hospi-tals.Hospitals should attach equal importance to"quality"and"quantity",build brand image,pay attention to health hot spots,and innovate science popularization forms,attaching importance to the title,position and topic of health science arti-cles so as to effectively improve the communication effect of health science popularization.
Health science popularizationHealth communicationWeChat communication effectHospital health promotion
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NSTL
万方数据
