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巴基斯坦卫生部门的数字化：在线健康传播面临的挑战与机遇——以MARHAM社交和移动媒体为例

Digitization of the health sector in Pakistan: challenges and opportunities to online health communication: A case study of MARHAM social and mobile media.

作者信息

Ittefaq Muhammad, Iqbal Azhar

机构信息

Institute of Media and Communication Science, Technical Universität Ilmenau, Germany.

Institute of Public Administration and Entrepreneurship, Ural Federal University Yekaterinburg, Russia.

出版信息

Digit Health. 2018 Jul 23;4:2055207618789281. doi: 10.1177/2055207618789281. eCollection 2018 Jan-Dec.

DOI:10.1177/2055207618789281
PMID:30057774
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC6058414/
Abstract

OBJECTIVE

Social and mobile media are playing a significant role in the digitization of health sectors globally. New technology provides an opportunity for stakeholders (i.e., patients and healthcare professionals) to engage with each other in virtual environments to discuss health-related issues. This study examines the role of social and mobile media in digitizing the health sector in Pakistan through MARHAM, the platform which is the subject of this case study.

METHOD

A thematic content analysis of MARHAM's social media (Facebook group, Facebook page, and Twitter account) and mobile media application ("app" and website) were chosen for sampling. Some 6083 group posts, 1724 tweets and 1123 Facebook posts populated our sample.

RESULTS

Analysis results indicate that MARHAM's Facebook group most often fields patient inquiries. The most discussed health issues were: women's health issues (43.23%), children's diseases (16.63%), psychological issues (15.45%), dental issues (9.50%), skin problems (5.93%), others (5.04%), and obesity (4.19%). MARHAM's Facebook page and Twitter account were mainly used for health education and awareness. Their mobile application and website were used by healthcare professionals and for patient registration.

CONCLUSION

The study's results suggest that MARHAM is playing a significant role in the health sector of Pakistan, addressing primarily women and children's issues through their Facebook group. Like many who have an online presence, MARHAM faces certain challenges, including the public's low literacy rates and scant Internet access.

摘要

目的

社交和移动媒体在全球卫生部门的数字化进程中发挥着重要作用。新技术为利益相关者（即患者和医疗保健专业人员）提供了在虚拟环境中相互交流以讨论健康相关问题的机会。本研究通过MARHAM（本案例研究的平台）探讨社交和移动媒体在巴基斯坦卫生部门数字化中的作用。

方法

选择对MARHAM的社交媒体（Facebook群组、Facebook页面和Twitter账户）以及移动媒体应用程序（“应用”和网站）进行主题内容分析抽样。我们的样本包括约6083条群组帖子、1724条推文和1123条Facebook帖子。

结果

分析结果表明，MARHAM的Facebook群组最常处理患者咨询。讨论最多的健康问题是：女性健康问题（43.23%）、儿童疾病（16.63%）、心理问题（15.45%）、牙科问题（9.50%）、皮肤问题（5.93%）、其他问题（5.04%）和肥胖问题（4.19%）。MARHAM的Facebook页面和Twitter账户主要用于健康教育和宣传。其移动应用程序和网站供医疗保健专业人员使用以及用于患者注册。

结论

研究结果表明，MARHAM在巴基斯坦卫生部门发挥着重要作用，主要通过其Facebook群组解决妇女和儿童问题。与许多拥有在线业务的机构一样，MARHAM面临某些挑战，包括公众识字率低和互联网接入不足。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/cbeb/6058414/903987a5f040/10.1177_2055207618789281-fig3.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/cbeb/6058414/c3bbcc132609/10.1177_2055207618789281-fig1.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/cbeb/6058414/a4ad622037fb/10.1177_2055207618789281-fig2.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/cbeb/6058414/903987a5f040/10.1177_2055207618789281-fig3.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/cbeb/6058414/c3bbcc132609/10.1177_2055207618789281-fig1.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/cbeb/6058414/a4ad622037fb/10.1177_2055207618789281-fig2.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/cbeb/6058414/903987a5f040/10.1177_2055207618789281-fig3.jpg

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