On December 14, under the professional guidance of Shenzhen Municipal Health Commission, Nandu invited Shenzhen Health Education and Promotion Center, Shenzhen Hospital Administrators Association, Tencent Medical Code, and Southern Health to jointly host the "2021 Shenzhen Health Communication and Innovation Forum", and Nandu released the "2021 Shenzhen Health New Media Communication Report" at the forum, revealing the experience behind the health communication operation of Shenzhen medical institutions through data analysis and interview mining, and inviting famous experts and scholars in the industry to share content. Communicate together on how to improve the level of health communication, thereby improving the health literacy of citizens and promoting the construction of healthy Shenzhen.
For health communication, how is the medical and health field in Shenzhen doing? The Nandu research team conducted a survey of 70 Shenzhen hospitals, and the top three hospital new media were WeChat public accounts, video numbers, and websites, and all the hospitals participating in the survey had WeChat public accounts.
Nandu survey found that the rapid rise of popular science content in the medical field, health benefits through short videos has become possible. There are 45 hospitals with video numbers and 35 hospitals with TikTok. However, because of the low threshold of short video production, the main body of health communication is also very mixed, and the main body of communication of many accounts is an individual or a commercial group, and there are a large number of people with no medical background among them.
For hospitals, what role can new media be expected to play? The survey shows that the top three in terms of improving popularity, popularizing science education for patients, and releasing information, while the public account also undertakes part of the functions of maintaining public relations, internal communication and communication.
How popular are the accounts of each hospital? Nandu survey found that maintaining stable and high-quality content output is the most headache for communicators, and the output of "explosive" articles is the greatest recognition of communicators. The survey shows that the hospital WeChat public account with a weekly traffic of 10,000-50,000 accounts for nearly 40%, and only 10% of the hospital WeChat public account traffic is 100,000-200,000. Only 4% of hospitals are eligible to become top-notch, and the weekly traffic of WeChat public accounts is more than 200,000.
Nandu conducted an exclusive interview with the operation team of the top of the national government affairs new media, the "10 million-level big number", and found that the team has established a young content team of 6 people through market-oriented employment, including writers, editors, designers, creative planning, etc. Most of them have media backgrounds, some have worked as journalists or interned in the media, and "strong sense of network", "big brain hole" and "good writing" are the necessary "hard-core" qualities for team members. Traffic password is "let professional people do professional things".
But the survey found that more than a third of hospitals do not have a dedicated budget to operate new media. Surveys show that nearly one-third of hospitals spend between 100,000 and 300,000 yuan a year. Hospitals that spend more than 500,000 yuan on operating new media every year account for 12%. Overall, Shenzhen Hospital's new media operating funds are not abundant, and it is even a little nervous for some hospitals. "I hope to have more practical practical learning and training, and more exchanges between medical media", which is the most concentrated appeal put forward by the Shenzhen medical institutions interviewed in the Nandu survey. Hospitals hope to increase cooperation between hospitals and the media and establish a sharing platform for healthy media.
Reflections and suggestions
●Talent support
Many hospitals in Shenzhen lack professional operation teams, and the development of new media is still in a relatively early stage. Behind the problem, the high-level attention is insufficient, which directly affects the investment of funds and the cooperation of departments.
● Doctors "look up and embrace change"
The country's medical and health undertakings have changed from "treating diseases as the center" to "taking health as the center", and more emphasis is placed on the concept of "treating diseases before they occur" in communication, so that many diseases are eliminated in the bud.
●Clarify the "value"
The essence of health communication is medicine + science, whether it is a hospital new media platform or an individual doctor, continuous output of valuable content is the key to IP creation, while popularizing the professional knowledge, it is also necessary to take into account the "professionalism".
Expert sharing
Zhang Zhi'an, Director of the Greater Bay Area International Communication Research Center of Sun Yat-sen University and Former Dean of the School of Communication and Design of Sun Yat-sen University, State Administration of Foreign Languages: The credibility of super IP is unprecedentedly strong
When doing a good job in publicizing and reporting on scientific research achievements related to major epidemics, we should strictly abide by the professional norms of scientific reporting. First of all, it is necessary to avoid interviews and reports from a single source, and invite more third-party experts and scientific research institutions to evaluate the significance and value of the latest scientific research results; secondly, for the recommended reports of overseas academic journals to publish results, authoritative scholars should be invited to conduct professional interpretations to avoid misreading in the process of transforming academic achievements into public reports; finally, the expression language for the evaluation of scientific research results should be relatively cautious, especially the use of exaggerated terms such as "major breakthroughs" and "innovative breakthroughs" should be used cautiously. Earnestly improve the professionalism and scientific nature of scientific reporting on the epidemic.
In the past few years, the self-media matrix has developed unprecedentedly, playing a very important role in the fields of doctor-patient disputes and health knowledge dissemination, and the collaborative alliance of opinion leaders is gradually forming. The autonomy and commonality of self-dissemination of relevant professional institutions are increasing, and the degree of specialization is also getting higher and higher. In addition, in the healthy spread of major public crises, the credibility of super IP has never been stronger.
Fu Quan, executive director of the Medical Communication Committee of the China Research Hospital Association, director of the China Advertising Association, and founder of Southern Health: To do a good job in science popularization, we must find a balance between education and entertainment
The purpose of health content is to enhance the positive image of doctors and patients, and the second is to improve the health literacy of the public. Science popularization is information, and science popularization providers should let everyone who should or needs to see health knowledge get what they want.
How to do a good job of health communication? It is very important to strike a balance between professionalism and communication. The balance between these two dimensions is actually the balance between "section" and "universal", which represents authority and fun respectively. If you only talk about authority, you may not want to listen, because the upstream of the "subject" is education. But the downstream of "pu" is entertainment, and no one will refuse entertainment, so it is necessary to find a balance in the middle of education and entertainment, edutainment.
Planner: Wang Ying
Coordinator: Li Ying
Written by: Nandu reporter Li Rong, Wang Yufeng, Yan Zhaoxin, researcher of Shenzhen Big Things Think Tank, Zheng Shaochun
Photo: Nandu reporter Hu Ke