Study On The Health Communication In The Doctor’s Microblog ——Take Ten Doctors-V As An Example

Based on the relationship between users of social media platforms-sina microblog,due to its text,images,video and other multimedia forms,and highly interactive and strong timeliness,It can realize the instant sharing,transmission and interaction of information,gradually in health knowledge popularization,health behavior intervention and behavior improvement plays an important role.By virtue of their professionalism and authority in the medical industry,doctors have quickly become the main force of health communication on microblog,with a significant degree of activity,communication power and influence.More and more doctors use microblog for popularizing health knowledge,releasing the latest trends and policies of the medical and health industry,reprinting industry news,and showing their personal lives.In this paper,ten doctors with more than 1 million followers are selected as the research object,and the methods of content analysis and case analysis are combined.Objective: to study how do the doctor-V spread health through microblogs,analysis of ten bloggers turn evaluation data,depth excavation microblog content,explore the doctor in the process of using in microblog health communication behavior,summarizes the doctor microblog health communication content and communication strategy,looking for potential problems exist in the process of activities,and the possible way to solve specific problems.Methods: retrieve doctors-V ’s microblog by sina microblog,According to the doctor bloggers recommended by the system,the number of posts,fans,interaction,reading more and more active users are selected,Ten bloggers cover different departments respectively,which is convenient for comparative analysis.The study found that doctors’ bloggers use microblogs to promote health science,online diagnosis and treatment,professional discussion and commercial promotion,and to show their personal lives.Among them,doctor bloggers tend to conduct health popularization through microblogs,the second is personal life,and to a large extent,there are promotional activities.However,they are cautious about online diagnosis and treatment,and there is less professional discussion.The private medical institutions,especially the medical beauty industry,have more publicity and promotion,while the health popularization is less.The bloggers working in public hospitals tend to carry out health popularization.And,perhaps because doctors in the private sector have more flexible hours,such bloggers show more of their personal lives.When doctors use microblogs to promote health transmission,there are a series of barriers or problems,such as insufficient time and energy of doctors,unclear boundaries of diagnosis and treatment,insufficient use of the fragmented features of microblogs,and widespread commercial promotion information.According to the existing problems,Suggestions for improvement are put forward,such as standardizing doctors’ online behaviors,changing the concept of health communication,and separating consultation and treatment,so as to better promote the health communication activities of doctors’ microblog.