摘要
目的了解我国三级妇幼保健院应用微信公众号开展健康科普传播的现状,为促进各级妇幼保健机构充分利用微信公众号平台开展健康科普宣传,提高新媒体健康传播效能提供参考依据。方法选取2021年参加全国三级妇幼保健机构绩效考核并有微信公众号的274所机构为调查对象。采用自制问卷,于2022年4—6月通过问卷星向被调查机构的微信公众号负责人进行调查。问卷内容涉及负责人基本情况,以及本机构纳入三级妇幼保健院微信公众号科普作品影响力监测的微信公众号建设和管理情况,科普作品的创作、发布和运营情况,针对用户调查情况等。结果274所有微信公众号的三级妇幼保健院中,67.9%的微信公众号为服务号;98.9%的微信公众号具有健康宣教功能;用户注册数超过20万人的微信公众号占29.2%。各机构微信公众号管理人员数量普遍较少,仅为1人的机构占29.2%,37.9%的机构无专人管理。微信公众号负责人所在科室主要为宣传科(38.7%)、健康教育科(27.4%)及院办(13.1%);负责人专业背景为医学相关专业的仅占36.9%;各机构确定科普作品主题的方法主要为配合科普宣传日(94.2%)、各科室提供(90.1%)、热点话题(81.8%)、根据节气/天气变化(59.5%)等,主题确定来源于用户需求调查的仅为37.2%;科普稿源以相关业务科室提供为主(95.3%);94.5%的机构在科普作品发布前有专人审核。发布的科普作品主要通过院内官方宣传媒体(84.3%)和院内自媒体(77.4%)进行推广,经由辖区妇幼体系推广的机构仅占13.1%。微信公众号运营管理人员主要是本机构专职(47.1%)和兼职人员(49.3%);79.6%的机构无运营经费支持;53.6%的机构设定了科普作品发布激励机制,仅有21.2%的机构开展过微信公众号用户调查。结论绝大多数三级妇幼保健院均能通过微信公众号开展妇幼健康科普传播工作,但普遍缺乏用户调查和对公众号运营的支持,应进一步加强对微信公众号的管理,并充分利用微信公众号开展与用户的沟通及需求评估,从而进一步促进微信公众号健康传播能力的提升。
Objective To investigate the current situation of communication of health science popularization in tertiary maternal and child health(MCH)institutions based on WeChat official account in China,so as to provide evidence for MCH institutions at all levels to enhance health science popularization function through WeChat official account and improve the effectiveness of health communication through new media.Methods A total of 274 institutions with WeChat official account who participated in the performance appraisal of national tertiary MCH institutions in 2021 were recruited as research subjects.A self-designed questionnaire was used to investigate the person in charge of WeChat official account through questionnaire star from April to June 2022.The questionnaire covered basic information of that person,the construction and management of the WeChat official account included in the influential monitoring of popular science works of tertiary MCH hospital,the development,release and operation of popular science works,and the survey of users,etc.Results Among 274 tertiary MCH hospital which had official WeChat accounts,67.9%mainly provided service function,98.9%had health education functions,and 29.2%had more than 200000 registered users.The number of managers of WeChat official account was relatively small,only 1 person accounted for 29.2%,and 37.9%of them had no management of specialized personnel.The departments which the person in charge of the official WeChat account belonged to were mainly publicity section(38.7%),health education section(27.4%)and hospital office(13.1%).Only 36.9%of the persons being in charge had medical professional background.The methods used to determine the themes of popular science works were matching popular science promotion days(94.2%),supported by each departments(90.1%),hot topics(81.8%),solar terms/weather changes(59.5%),etc.,and only 37.2%of the topics came from user surveys.The sources of popular science manuscripts were mainly provided by relevant departments,accounting for 95.3%.About 94.5%of the institutions reviewed the manuscripts before the release of popular science works.The published popular science works were mainly promoted through official advocacy media(84.3%)and the hospital We Media(77.4%),and only 13.1%were promoted by the MCH system.Only 47.1%of the operational staff of WeChat official account were full-time and 49.3%were part-time.About 79.6%of institutions did not have fund support,53.6%had incentives for publishing popular science works,and only 21.2%had conducted user survey.Conclusion The vast majority of tertiary MCH institutions can carry out popular science dissemination through their official WeChat account,but generally they lack of user survey and operational support.Management of the WeChat official account should be further strengthened,and the communication and needs assessment with the official account users should be reinforced,so as to further promote the health communication ability of the WeChat official account.
作者
宋波
杨慧颖
杨琦
李志新
SONG Bo;YANG Hui Ying;YANG Qi;LI Zhi Xin(National Center for Women and Children’s Health,Chinese Center for Disease Control and Prevention,Beijing 100081,China)
出处
《中国妇幼卫生杂志》
2024年第1期7-14,共8页
Chinese Journal of Women and Children Health
基金
公共卫生应急反应机制的运行—妇幼卫生项目(131031113000210003)。
关键词
三级妇幼保健院
微信公众号
健康教育
健康传播
tertiary maternal and child health hospital
WeChat official account
health education
health communication
