微直播在无偿献血宣传招募中的应用与效果分析  

The application of Micro-live feed of voluntary blood donation and its effect analysis in recruiting donors

作　　者：赵冬梅 杨金本 谢小冬 黄潇[2] 李雅静[2] 齐慧芳[2] 黄海龙[2] 张金彩[2] 赵贵起[2] 王娇[2] 赵云珠[2] ZHAO Dongmei;YANG Jinben;XIE Xiaodong;HUANG Xiao;LI Yajing;QI Huifang;HUANG Hailong;ZHANG Jincai;ZHAO Guiqi;WANG Jiao;ZHAO Yunzhu(Blood Center of Qinhuangdao, Qinhuangdao 066000, China;Blood Center of Hebei Province.)

机构地区：[1]秦皇岛市中心血站,河北秦皇岛066000 [2]河北省血液中心

出　　处：《中国输血杂志》2018年第2期201-203,共3页Chinese Journal of Blood Transfusion

基　　金：2017年度河北省医学科学研究重点课题(20170059)

摘　　要：目的探讨利用微直播宣传无偿献血效果,为无偿献血宣传招募开辟新思路。方法 2017年6月14日秦皇岛市中心血站借助本市广播电视台＂爱秦皇岛＂、＂丽蕊说事＂2个微信公众平台微直播窗口,在机采科同时向社会直播捐献单采血小板等全过程,直播时长100 min,知名主播丽蕊等献血者参与了直播。结果微直播当日观众达48 620人次,直播后24 h、第10日和第20日观众分别增至51 016人次、60 629人次和61 294人次。共收到评论105条。结论利用微直播在＂互联网＋无偿献血＂宣传中应用,能迅速扩大无偿献血宣传受众面,提升无偿献血者招募效率,可作为传统宣传招募模式的重要补充。Objective This study aims to anlyze the effect of Micro-live feed implementation in blood donation propaganda. We hope this would provide novel inspirations and approach to promote voluntary blood donation acceptance socialwide. Methods The Qinhuangdao center blood station started live feed on two Wechat ＂micro-live＂channels： ＂love Qinhuangdao＂and＂Li rui says＂,which was supported by local broadcasting stations. The entire process of apheresis platelet donation was broadcasted to society for a duration of 100 min with the famous anchor Li rui and other doners participated in.Results A total of 48620 audience watched vedio live and the number kept increasing. It was confimed that the vedio had been watched 51,016,60,629 and 61,294 times 24 h,10 d and 20 d post live,respectively. 105 comments were made for the vedio. Conclusion Using ＂Micro-live＂live platform serves well the ＂Internet ＋ voluntary blood donation＂propaganda concept,which can rapidly expand the publicity of blood donation and ultimately promote the efficiency of donor recruitment. We believe such an approach would be a valuable compliment to the conventional propaganda recruiting model.

关 键 词：“互联网+” 微直播 无偿献血 宣传招募 

分 类 号：R193.3[医药卫生—卫生事业管理] R457.1[医药卫生—公共卫生与预防医学]