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中国全科医学 ›› 2025, Vol. 28 ›› Issue (18): 2314-2320.DOI: 10.12114/j.issn.1007-9572.2024.0520

• 全科医生知识窗·全科科普能力提升 • 上一篇    

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

余铭刚1,2, 沈福来3, 毛逸艳2, 殷广林4, 孙雅3,5, 刘梅5, 颜骅2,*(), 江华1,6,*()   

  1. 1．200092　上海市，同济大学医学院
    2．200032　上海市徐汇区斜土街道社区卫生服务中心
    3．200030　上海市，上海交通大学健康长三角研究院健康强基研究中心
    4．200032　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
    5．200237　上海市徐汇区卫生事业管理发展中心
    6．200120　上海市，同济大学附属东方医院全科医学科
  • 收稿日期:2024-09-10 修回日期:2025-02-20 出版日期:2025-06-20 发布日期:2025-04-25
  • 通讯作者: 颜骅, 江华


  • 作者贡献：

    余铭刚负责实施研究，采集、分析、解释数据、起草文章；沈福来负责设计论文结构、专业指导、数据分析、研究质控、论文审修；颜骅、江华负责设计研究，把握文章的实用性和学术性，对文章的知识性内容做批评性审阅；毛逸艳负责提供资源支持，对文章的知识性内容作批评性审阅；孙雅负责提供资源支撑，技术支持；刘梅负责提供资源协助；殷广林参与研究实施，负责数据采集。

  • 基金资助:
    2023年度徐汇区医学科研项目(202342)

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

YU Minggang1,2, SHEN Fulai3, MAO Yiyan2, YIN Guanglin4, SUN Ya3,5, LIU Mei5, YAN Hua2,*(), JIANG Hua1,6,*()   

  1. 1. Tongji University School of Medicine, Shanghai 200092, China
    2. Xietu Street Community Health Service Center of Xuhui District, Shanghai 200032, China
    3. Research Center of Strengthening Foundation of Health, Institute of Healthy Yangtze River Delta, Shanghai Jiao Tong University, Shanghai 200030, China
    4. Community Quality Development Project Team, Xietu Street Community Health Service Center of Xuhui District, Shanghai 200032, China
    5. Shanghai Xuhui District Health Care Management Development Center, Shanghai 200237, China
    6. Department of General Practice, Shanghai East Hospital, Tongji University, Shanghai 200120, China
  • Received:2024-09-10 Revised:2025-02-20 Published:2025-06-20 Online:2025-04-25
  • Contact: YAN Hua, JIANG Hua

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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。

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

Abstract:

In this study, a case study of a WeChat tweet with a high reading volume created by a family doctor with 250 000 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.

Key words: Health science popularisation, Physicians, family, Case study, Contagious model, Health science popularization communication model, Information self-dissemination capacity

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