医务人员自媒体建设困境及优化策略研究  

Research on the challenges and optimization strategies of selfmedia construction for medical personnel

作　　者：邸洋 杜孟凯 王蕾[1] DI Yang;DU Mengkai;WANG Lei(Promotion and Education Center,Xuanwu Hospital Capital Medical University,Beijing 100053,China)

机构地区：[1]首都医科大学宣武医院宣教中心,北京100053

出　　处：《中国医药科学》2025年第4期173-176,184,共5页China Medicine And Pharmacy

基　　金：首都医科大学思想政治工作研究课题。

摘　　要：近年来,伴随互联网技术的迅猛发展,自媒体平台如微博、微信公众号、短视频账号等迅速兴起,成为社会大众获取信息的重要途径。越来越多的医务人员积极探索通过个人自媒体发布健康科普作品、传播医疗相关信息,医疗垂直领域的自媒体传播蓬勃兴起。然而,医务人员在自媒体账号建设与运营过程中,由于在自媒体运维能力、个人品牌建设、法律法规意识、风险规避等方面存在一系列问题,严重影响了医疗类自媒体传播效果与行业生态。本文旨在通过分析医务人员自媒体运维现状,探讨其在建设过程中面临的困境,从而提出具有针对性的优化策略,在强化政策保障、完善医院管理、增强能力建设、强化平台效用等方面为医务人员改善自媒体传播质量提供参考。In recent years,with the rapid development of Internet technology,self-media platforms such as Weibo,WeChat official account,short video account and so on have sprung up rapidly,becoming an important way for the public to obtain information.More and more medical personnel are actively exploring publishing health science works and disseminating medical related information through personal self-media,and self-media communication in the medical vertical field is booming.However,in the process of building and operating selfmedia accounts,medical personnel face a series of problems in terms of self-media operation and maintenance capabilities,personal brand building,legal and regulatory awareness,and risk avoidance,which seriously affect the communication effectiveness and industry ecology of medical self-media.This paper aims to explore the difficulties faced by medical personnel in the construction process of self-media operation and maintenance by analyzing the current situation,and propose targeted optimization strategies to provide reference for medical personnel to improve the quality of self-media communication in terms of strengthening policy guarantees,improving hospital management,enhancing capacity building,and strengthening platform effectiveness.

关 键 词：医务人员 自媒体 建设困境 优化策略 

分 类 号：R197.3[医药卫生—卫生事业管理]