家庭医生开展优质健康科普实践的策略与方法思考:基于一篇高阅读量微信推文分析  

Reflections on the Strategies and Methods of Family Doctors in Carrying Out Quality Health Science Popularization Practice:an Analysis of a WeChat Tweet with a High Reading Volume

作　　者：余铭刚 沈福来[3] 毛逸艳 殷广林 孙雅 刘梅 颜骅 江华 YU Minggang;SHEN Fulai;MAO Yiyan;YIN Guanglin;SUN Ya;LIU Mei;YAN Hua;JIANG Hua(Tongji University School of Medicine,Shanghai 200092,China;Xietu Street Community Health Service Center of Xuhui District,Shanghai 200032,China;Research Center of Strengthening Foundation of Health,Institute of Healthy Yangtze River Delta,Shanghai Jiao Tong University,Shanghai 200030,China;Community Quality Development Project Team,Xietu Street Community Health Service Center of Xuhui District,Shanghai 200032,China;Shanghai Xuhui District Health Care Management Development Center,Shanghai 200237,China;Department of General Practice,Shanghai East Hospital,Tongji University,Shanghai 200120,China)

机构地区：[1]同济大学医学院,上海市200092 [2]上海市徐汇区斜土街道社区卫生服务中心,200032 [3]上海交通大学健康长三角研究院健康强基研究中心,上海市200030 [4]上海市徐汇区斜土街道社区卫生服务中心社区高质量发展项目组,200032 [5]上海市徐汇区卫生事业管理发展中心,200237 [6]同济大学附属东方医院全科医学科,上海市200120

出　　处：《中国全科医学》2025年第18期2314-2320,共7页Chinese General Practice

基　　金：2023年度徐汇区医学科研项目(202342)。

摘　　要：本研究对一篇家庭医生创作的基于186个粉丝数获得25万阅读量的高阅读量微信推文开展个案分析,得出健康科普的传播规律,包括“健康科普传播模型”的一般传播规律和“信息自传播能力”的高自传播性规律,并基于规律指引,总结出高阅读量健康科普作品的创作原则和传播原则,可用于指导健康科普的优质实践。最后,在共性规律基础上,本研究辨析了家庭医生群体开展健康科普的独特定位和独有特色,包括内容方向上,相较于疾“病”科普,应当更多关注“看病”和“看待病”的科普;传播对象上,应当更关注属地居民的接受比例,以及应当追求科普信息传递带来的健康行为改变,而非阅读量,以期启发家庭医生群体在把握共性规律的同时,更要坚持走出最适合其功能定位的特色健康科普之路。In this study,a case study of a WeChat tweet with a high reading volume created by a family doctor with 250000 readers and 186 followers was conducted.Communication laws of health popularization were identified,including the general communication law of the"health popularization communication model"and the high self-propagation law of the"self-propagation ability of information".Based on the laws,we summarized the principles of creation and dissemination of health science popularization works with high reading volumes,which can be used to guide the quality practice of health science popularization.Finally,on the basis of the common laws,this study analyzed the unique positioning and characteristics of health popularization carried out by the family doctor group from the direction and contents,which should focus more on"seeing"and"looking at"illnesses than on the popularization of illnesses.Considering the target audience,more attention should be paid to the acceptance rate of local residents.Health behavior changes brought by the transmission of popularization information should be pursued instead of the reading volume,in order to inspire the family doctor group to insist on the road of the optimal special health popularization for its functional position while grasping the common law.

关 键 词：健康科普 医师 家庭 个案分析 传染模型 健康科普传播模型 信息自传播能力 

分 类 号：R-05[医药卫生]