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.

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。