健康发展与政策研究2025，Vol.28Issue(1)：1-8,8.DOI:10.12458/HDPR.202412001
上海市三级医院从业人员自媒体规范管理的现状与优化对策
Standardized management of self-media accounts among healthcare professionals in tertiary hospitals in Shanghai:current status and optimization strategies
摘要
Abstract
Objective To investigate the current status of self-media management among healthcare professionals in tertiary hospitals in Shanghai,identify existing challenges,and propose optimization strategies to support future standardized management efforts.Methods A questionnaire survey and expert interviews were conducted in 20 tertiary hospitals in Shanghai to assess current status of the self-media account operations among healthcare professionals.The findings were summarized to identify problems in self-media management.Results Among the 539 respondents from tertiary hospitals participated in the survey,130(24.1%)reported having registered and operated self-media accounts.The most commonly used platforms included WeChat(73.1%),Douyin(51.5%),and Xiaohongshu(36.2%).Ninety-eight accounts(75.4%)had 10,000 to 50,000 followers,and one account had over 3 million followers.Survey and interview data showed that posted content primarily consisted of health education,lifestyle advice,and personal clinical insights.The major challenges faced were lack of time and energy,inadequate regulatory guidelines from self-media platforms,and constraints from medical institutions.Although basic systems and guidelines had been established for account regulation,deficiencies remained in platform supervision,content control,privacy protection,and other areas.Health related self-media accounts were associated with four potential risks:ideological concerns,public opinion sensitivity,inadequate content professionalism,and reputational damage to institutions.Conclusions Although the proportion of healthcare professionals operating self-media accounts in tertiary hospitals in Shanghai is relatively low,notable risks persist in the areas of ideology,public perception,content credibility,and institutional image.It is recommended to enhance management standardization by providing regulatory guidance,integrating expert resources,innovating management models,and optimizing internal processes.关键词
卫生健康/三级医院/自媒体/规范管理/对策Key words
healthcare system/tertiary hospitals/self-media/regulatory management/strategies分类
预防医学引用本文复制引用
罗蒙,汤丽,陈其琪,何洁,王知慧,沈莉,董晨,吴涛,任健,艾晓金,龚纾碧,沈静,金平,齐璐璐,沈芳芳..上海市三级医院从业人员自媒体规范管理的现状与优化对策[J].健康发展与政策研究,2025,28(1):1-8,8.基金项目
教育部人文社会科学研究规划基金项目(21YJA630119) （21YJA630119）
