北京市区级结防机构健康教育微信公众平台应用效果评估

Study on the utilization status of WeChat public platforms within health education among tuberculosis prevention and control agencies of districts in Beijing

目的评估微信公众平台在北京市区级结核病防治机构健康教育工作中的应用现状。方法对北京市区级结核病防治机构进行微信公众平台应用基本情况问卷调查,同时检索认证公众号,对各区2017年1月1日-12月31日期间推送的结核病防治相关信息的多项指标进行统计分析。结果全市16家区级结防机构,15家已开通微信公众平台,11家账号主体为疾病预防控制中心(CDC),4家为结核病防治所。其中,丰台区CDC的关注人数最多,平谷结防所推送的信息量最多,怀柔区CDC的总阅读量和平均阅读量最高。不同类别信息平均阅读量从高到低依次为:传播活动类、政策宣传类、健康科普类、行业新闻类。经秩和检验,信息阅读量在不同机构类型、信息类型、运营方之间差异有统计学意义(P<0.01),非独立结防所的信息阅读量高于独立结防所,传播活动、行业新闻、健康科普、政策宣传类信息间的阅读量存在差异,第三方运营公司、疾控中心其他科室和结防所运营的信息阅读量之间也存在差异。各区公众号信息平均阅读量与年平均关注人数经相关性分析无统计学意义(P>0.05)。结论结核病防治机构应充分利用微信公众平台高效传播的优势,发挥CDC的传播优势,结合传统媒体,加强机构传播能力建设,提升整体健康传播水平与效果。

Objective To assess the utilization of WeChat public platforms within health education of tuberculosis prevention and control organizations of districts in Beijing. Methods a questionnaire survey was conducted on basic situation of the WeChat public platforms for tuberculosis prevention and control of organizations then the certified WeChat public platforms were retrieved, and a number of indicators related to the articles of tuberculosis prevention and control released by district organizations during the whole year of 2017 were analyzed. Results Among the 16 organizations of district, 15 WeChat public platforms had been set up by organizations including 12 CDCs and 3 TB control centers. Among them, Fengtai district public account got the most public attentions, Pinggu district public account posted most information, and Huairou district public account had the highest total and average times of view. The average view of different information ranked from lowest to highest as following: communication activities, policy publicity, Health Science education, industry news. Rank sum test showed that there were significantly different in information view among different organizations, information types and operators(P < 0.01). The view of of information released by CDC account was higher than those by independent TB control and prevention centers. There was a discrepancy in information view among communication activities, industry news, health science education and policy propaganda. There was also a discrepancy in view among accounts operated by companies, CDC’s other departments and TB control centers. There was no statistical correlation between the average view of information and the average annual public attention numbers(P > 0.05). Conclusion The tuberculosis prevention and control organizations undertake health science education tasks. We should make full use of We Chat public platforms,cooperate with CDC for their communication advantages,combine with traditional medias and strengthen the capacity building of health science education to improve the health science communication level for the whole agencies.