微信平台上健康教育公众号“疾控U健康”的发展及其趋势分析

Development and trend analysis of health education WeChat official account “CDC U health”

目的分析微信公众号"疾控U健康"的发展及其趋势,为新形势下公共卫生信息传播的健康发展提供参考。方法回顾性分析"疾控U健康"2016年5月至2018年12月每月阅读人数、单篇最高阅读数和微信传播指数(WCI)等资料,采用Joinpoint回归模型计算各指标的每月变化量(MPC),并对其进行趋势分析。结果"疾控U健康"的综合影响力目前位居全国同行业前10,在发展过程中呈现出4个典型的阶段:第一阶段(2016年5-7月)为快速增长期(MPC=308.93%,P<0.01);第二阶段(2016年7月至2017年2月)为增长瓶颈期(MPC=3.76%,P>0.05),第三阶段(2017年2-5月)为增长爆发期(MPC=54.34%,P<0.05);第四阶段(2017年5月至2018年12月)为稳定增长期(MPC=10.90%,P<0.01)。结论公共卫生健康教育新媒体的发展是一个曲折的过程,各个指标的分期尚需进一步观察和研究。提升服务,生产高质量的内容是其新形势下健康教育发展的有效途径。

Objective To analyze the development process and trend of WeChat official account"CDC U health"and provide reference for the healthy development of public health information dissemination under the new situation.Methods The monthly reading number,maximum reading number per article and WeChat Communication Index(WCI)of"CDC U health"from May 2016 to December 2018 were retrospectively analyzed.The trend of monthly percentage change(MPC)of each index was analyzed by Joinpoint regression model.Results"CDC U health"ranked in the top ten of the comprehensive influence of the same profession in China,and presented 4 typical stages in its development process:the first stage(May 2016 to Jul 2016)was the rapid growth stage(MPC=308.93%,P<0.01),the second stage(Jul 2016 to Feb 2017)growth bottleneck stage(MPC=3.76%,P>0.05),the third stage(Feb 2017 to May 2017)growth outbreak stage(MPC=54.34%,P<0.01),and the fourth stage(May 2017 to Dec 2018)stable growth period(MPC=10.90%,P<0.01).Conclusion The development of new media for public health education is a tortuous process,and further observation and research are needed on the stages of each indicator.Improving service and producing high-quality content are effective ways for the development of health education.