基于医生个人微信公众号的妇幼健康教育实证研究  

Experiences in maternal and child health education based on doctor individual wechat official account

作　　者：张煊[1] 邹世恩[1] 陈洁[1] ZHANG Xuan;ZOU Shien;CHEN Jie(The Affiliated Obstetrical and Gynecological Hospital of Fudan University,Shanghai 200090,China)

机构地区：[1]复旦大学附属妇产科医院,上海200090

出　　处：《中国妇幼健康研究》2021年第7期1051-1058,共8页Chinese Journal of Woman and Child Health Research

基　　金：国家卫健委能力建设和继教中心资助项目(项目编号:GWJJ2020100301);上海市科委科普资助项目(20DZ2311000)。

摘　　要：目的探讨在“互联网+”背景下医生个人通过微信公众号进行妇幼健康教育的工作经验。方法收集复旦大学附属妇产科医院某医生的“恩哥聊健康”微信公众号2019年8月19日至2020年10月10日有实质内容的推文255篇,按照推文的主题分为科普组219篇和人文组36篇;利用微信公众号管理后台自带的用户分析和图文分析等功能获得数据并进行统计分析。结果科普组阅读后关注率显著高于人文组,差异有统计学意义(Z=-3.637,P<0.001),但阅读量、点赞+在看数、分享数、每次分享带来阅读量、打开率、读完率、点赞+在看率、分享率和留言数差异均无统计学意义(P>0.05)。在科普组中,一般科普的点赞+在看数、读完率、点赞+在看率和留言数均显著高于热点科普,差异均有统计学意义(H=6.081,P=0.048;F=4.936,P=0.008;H=7.884,P=0.019;H=13.258,P=0.001)。结论互联网+医生个人微信公众号应人文与科普并重,在做好科普的同时给予受众心理关怀和情感支持。不盲目跟风,把握个人节奏,发挥医生所长,深耕内容本身。借助“互联网+”平台,打破空间局限,正文字数凝练,丰富呈现形式。Objective To summarize work experiences of a doctor in conducting maternal and child health education through an official individual wechat account under the“internet plus”background.Methods 255 tweets of a doctor published in his wechat account“Brother En talking about health”in The Affiliated Obstetrical and Gynecological Hospital of Fudan University over a period from August 19 th,2019 to October 10 th,2020 were screened out.All tweets screened were divided into popular science group(219 papers)and humannity group(36 papers)according to subject of the tweet.The data were obtained by using the user analysis and graphic analysis functions brought in the management backstages of the wechat public platform,and were statistically analyzed.Results The attention rate to the articles in the popular science group was significantly higher than that to those in the humanity group,and the difference was statistically significant(Z=-3.637,P<0.001).However,there were no statistical differences in reading quantity,number of giving alike+number of currently reading,sharing number,reading quantity brought after once sharing,opening rate,rate of reading completion,rate of giving alike+currently reading,sharing rate,and quantity of messages(P>0.05).In the popular science group,number of giving alike+number of currently reading,rate of reading completion,rate of giving alike+currently reading,and number of messages for general popular science were significantly greater than those to hotspot popular science,and the differences were statistically significant(H=6.081,P=0.048;F=4.936,P=0.008;H=7.884,P=0.019;H=13.258,P=0.001).Conclusions“Internet+”doctor individual wechat public account should focus on humanity and popular science,and give the audience psychological care and emotional support.One shouldn′t blindly follow the trend,rather grasp the personal rhythm,give full play to the doctor′s expertise,and deeply cultivate the content itself.Make use of“Internet+”platform,break the space limit,decrease number of w

关 键 词：微信公众号 互联网+ 健康教育 妇幼健康 医生 

分 类 号：R172[医药卫生—妇幼卫生保健]