Zhang Wei, Guo Fuxiang, Cheng Weihan, Evans Richard, Kludacz-Alessandri Magdalena, Zhu Chengyan
School of Medicine and Health Management, Huazhong University of Science and Technology, Wuhan, China; Institute for Smart Health, Huazhong University of Science and Technology, Wuhan, China.
School of Medicine and Health Management, Huazhong University of Science and Technology, Wuhan, China; The First Hospital of Hunan University of Chinese Medicine, Changsha, China.
Patient Educ Couns. 2025 Feb;131:108577. doi: 10.1016/j.pec.2024.108577. Epub 2024 Nov 29.
Social Media-based Health Education (SMHE) provides an effective way to address health disparities and improve public health literacy. Despite its inherent advantages, Healthcare Workers (HCWs) in China have showed limited and transient interest in engaging with SMHE initiatives.
This study aims to examine healthcare workers' perceptions of SMHE, identifying current influencing factors, challenges, and proposing future directions for development.
A descriptive qualitative study was conducted from October 2021 to January 2022, involving healthcare workers (i.e., physicians, nurses, and hospital administrators) engaged in SMHE. Semi-structured in-depth interviews were undertaken with 30 HCWs, which were subsequently analyzed thematically.
Thematic analysis yielded 165 initial codes, organized into 12 subcategories spanning three main themes: (1) HCWs' perceptions of SMHE, (2) drivers and barriers to HCWs' engagement with SMHE, and (3) strategies to overcome current challenges.
This study yielded three main conclusions. First, HCWs in China exhibit a noticeable optimism toward SMHE, but most of them still have certain concerns. Second, HCWs engagement with SMHE is motivated or requested by their organizations, rather than their own initiatives. The main barriers for HCWs engagement with SMHE include: lack of time, risk of reputational loss, conflicts of interest, patient welfare, and concerns about legal issues. Third, healthcare organizations, social media platforms, and governmental bodies, must collaboratively address these issues to ensure protection for health workers engaged with SMHE.
This study finds that Chinese HCWs are willing to engage in SMHE provided they are moderately rewarded and assured of a secure environment.
基于社交媒体的健康教育（SMHE）为解决健康差距和提高公众健康素养提供了一种有效方式。尽管具有内在优势，但中国的医护人员对参与SMHE倡议的兴趣有限且短暂。
本研究旨在调查医护人员对SMHE的看法，确定当前的影响因素和挑战，并提出未来的发展方向。
2021年10月至2022年1月进行了一项描述性定性研究，涉及参与SMHE的医护人员（即医生、护士和医院管理人员）。对30名医护人员进行了半结构化深度访谈，随后进行了主题分析。
主题分析产生了165个初始代码，分为12个子类别，涵盖三个主要主题：（1）医护人员对SMHE的看法，（2）医护人员参与SMHE的驱动因素和障碍，（3）克服当前挑战的策略。
本研究得出三个主要结论。第一，中国的医护人员对SMHE表现出明显的乐观态度，但大多数人仍有一定的担忧。第二，医护人员参与SMHE是受其组织的激励或要求，而非出于自身主动。医护人员参与SMHE的主要障碍包括：时间不足、声誉受损风险、利益冲突、患者福利以及对法律问题的担忧。第三，医疗组织、社交媒体平台和政府机构必须共同解决这些问题，以确保对参与SMHE的医护人员的保护。
本研究发现，只要给予适度奖励并确保安全环境，中国的医护人员愿意参与SMHE。
