基于短视频平台的个人医疗健康认证账号现状研究  

Current status of personal health authentication accounts on short video platforms

作　　者：陈晓松 李英华 李莉[2] 王兰兰[2] 邓婷鹤 李方波 王丰[2] 王培尧 王素芳 CHEN Xiao-song;LI Yinghua;LI Li;WANG Lan-lan;DENG Ting-he;LI Fang-bo;WANG Feng;WANG Pei-yao;WANG Su-fang(School of Public Health,Anhui Medical University,Hefei 230032,China)

机构地区：[1]安徽医科大学公共卫生学院,安徽合肥230032 [2]中国健康教育中心,北京100011

出　　处：《中国健康教育》2024年第4期368-371,382,共5页Chinese Journal of Health Education

基　　金：中国人口福利基金会“医生私域流量健康促进赋能计划--新传播业态科普传播现状洞察研究”项目(2221301)。

摘　　要：目的了解商业平台个人医疗健康账号开展健康科普现状,为规范基于商业平台开展的健康传播活动提供参考。方法以第三方数据公司提供的抖音平台数据为数据来源,选取粉丝量在1万以上的个人医疗健康账号为研究对象,通过提取账号认证信息,分析账号分布特征及传播效果。结果共随机选取符合研究条件的个人医疗健康账号3985个。公开性别信息的账号有624个,占全部研究账号的15.65%,其中,男性443个,占70.99%,女性181个,占29.01%。3960个(99.37%)创作者任职于三级甲等医院,主任医师1716个(43.07%),副主任医师1375个(34.50%),主治医师有880个(22.08%),医师有14个(0.35%)。账号数量排名前5位的领域有外科1174个(29.46%),内科662个(16.61%),中医科445个(11.17%),妇产科332个(8.33%),皮肤性病科270个(6.78%)。东部地区2656个(66.66%),中部地区823个(20.66%),西部地区505个(12.68%)。账号数量排前5位的省份依次为北京1238个(31.07%),广东382个(9.59%),河南330个(8.28%),上海265个(6.65%),四川211个(5.30%)。账号总粉丝量平均24.43万,中位数8.03(P25=3.11,P75=22.92)万;账号总获赞平均144.13万,中位数41.91(P25=16.16,P75=110.10)万;账号总作品数平均为410个,中位数347(P25=200,P75=544)个;30 d新增作品数平均43个,中位数30(P25=13,P75=58)个,30 d点赞量平均12.53万,中位数0.79(P25=0.18,P75=4.21)万;30 d评论量平均0.85万,中位数0.08(P25=0.01,P75=0.37)万;30 d分享数平均6.51万,中位数0.16(P25=0.02,P75=1.61)万。结论商业平台医疗健康账号主要来自三级甲等医院,职称上主任医师账号数量最多,数量上以东部地区占优,专业上外科、内科、中医、妇产和皮肤性病占优,粉丝量、作品数、传播指标等方面存在较大的不均衡性。Objective To understand the current status of health education activity in personal medical and health accounts on commercial platforms,and to provide reference for regulating health communication activities on commercial platforms.Methods Data from the Tiktok platform provided by a third-party data company were used as the data source.Personal medical and health accounts with a fan number over ten thousand were selected as the research objects.Information of account authentication was extracted to analyze the distribution characteristics and dissemination effects of these accounts.Results A total of 3985 personal medical and health accounts that met the research criteria were randomly selected.There were 624 accounts that publicly disclosed gender information of author,accounting for 15.65%of all research accounts.Among them,443 were male,accounting for 70.99%,and 181 were female,accounting for 29.01%.Among the authors,3960(99.37%)were employed in Grade III Class A hospitals,including 1716(43.06%)chief physicians,1375((34.50%)associate chief physicians,880(22.08%)attending physicians,and 14(0.35%)general practitioners.The top five fields in all accounts were surgery(1174,29.46%),internal medicine(662,16.61%).traditional Chinese medicine(445,11.17%),obstetrics and gynecology(332,8.33%),and dermatology and venereology(270,6.78%).In terms of regional distribution,2656(66.66%)were from the eastern region,823(20.66%)from the central region,and 505(12.68%)from the western region.The top five provinces in all accounts were Beijing(1238,31.07%),Guangdong(382,9.59%)),Henan(330,8.28%),Shanghai(265,6.65%),and Sichuan(211,5.30%).The average total number of fans for these accounts was 244,300,with a median of 80,300(P2s=31,100,Prs=229,200).The average total number of likes for these accounts was 1441300,with a median of 419,100(P2s=161,600,Prs=1,101,000).The average total number of videos for these accounts was 410,with a median of 347(P2s=200,Pzs=544).The average number of new produced videos in the past 30 days was 43,with

关 键 词：短视频平台 医疗健康账号 传播效果 现状研究 

分 类 号：R193[医药卫生—卫生事业管理]