肿瘤专科医院微信公众号健康科普内容及传播规律分析

Analysis of health science content and dissemination rule of WeChat official account of cancer hospital

目的:分析全国7所肿瘤专科医院微信公众号发布的癌症防治健康科普内容数据,发现热门科普话题,分析传播规律,以期更加高效精准地提高公众癌症防治意识和知识的普及。方法:获取7所肿瘤专科医院官方微信公众号2019年发布的推送消息及传播情况,利用清博大数据系统及微信传播指数等专业方法,筛选出其中的健康科普内容,选取阅读量和点赞量较高者作为热点话题文本语料进行分析。结果:健康科普文章近半数涉及肿瘤预防与基础知识,“甲乳肿瘤”为各病种阅读量最高;晚通勤时段为健康科普类文章发文与传播“双高峰”,漫画、视频科普易于公众阅读,标题利用数据、问句等更吸引受众关注。结论:肿瘤专科医院微信公众号健康科普内容应以肿瘤预防及高发病种治疗为主,增加发文频次,提高推送针对性,创新科普文章内容及形式,更加高效精准地开展癌症防治核心信息及知识要点的推广和宣传工作。

Objective:Analyze the WeChat official account of cancer prevention and control published by the 7 cancer hospital and found popular science topics.Methods:Obtain the push message and dissemination of official WeChat official account of 7 cancer hospitals from January 1st,2019 to December 31st.Using professional methods such as Qingbo data system and WeChat communication index,screening out the content of Health Science Popularization.The subjects with higher reading and praise were selected as the corpus of hot topic texts for analysis.Results:Nearly half of health science articles involve cancer prevention and basic knowledge."Thyroid cancer and Breast cancer"is the most frequently read disease."Double peak"of sending and spreading health popular science articles in the late commuting period.The popular science of comics and videos is easy for the public to read,and the title uses data,questions and so on to attract more attention of the audience.Conclusion:The official account of WeChat public health in cancer hospitals should be based on cancer prevention and high risk cancer treatment.Increase the frequency of sending,improve the pertinence of pushing,innovate the content and form of popular science articles,and carry out the promotion and publicity of core information and knowledge points of cancer prevention and control more efficiently and accurately.