Objective To analyze the communication effectiveness of “Children’s Health Care”, the official WeChat public account of the department of Children’s Health, Guangzhou Women and Children’s Medical Center, and to provide insights for enhancing the communication effectiveness of professional WeChat accounts in the maternal and child health field.
Methods Data on 652 articles published by “Children’s Health Care” from November 2019 to February 2023 were collected using WeChat’s data function, and a descriptive analysis was conducted. Logistic regression analysis was employed to explore the impact of article category, presentation format, article placement and originality on communication effectiveness.
Results As of February 2023, a total of 652 articles had been published, with the highest percentage (49.9%) belonging to the health science category. The average reading count for all articles was 869.8 times, and the average number of shares was 57.2 times. Health science popularization and medical guidelines, headline articles, and original contents were more likely to achieve better communication effectiveness, while video-only and text+video formats received less attention compared to text-only formats (all P < 0.05).
Conclusion The communication effectiveness of WeChat public account is influenced by article category, presentation format, article placement and originality. WeChat public account for children’s health care should prioritize demand-oriented health science promotion, make full use of the positional advantage of the cover articles, and adopt presentation forms that attract the public to enhance communication effectiveness.
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