Analysis of pharmaceutical science popularization communication characteristics and differentiation strategies based on the characteristics of new media platforms
- VernacularTitle:基于新媒体平台特性的药学科普传播特征分析及差异化策略
- Author:
Binbin YU
1
;
Fang XIAO
1
;
Nan ZHENG
1
;
Lijie ZHAI
1
Author Information
1. Dept. of Pharmacy，The Second Hospital of Jilin University，Changchun 130022，China
- Publication Type:Journal Article
- Keywords:
new media platforms;
differentiated dissemination;
rational drug use
- From:
China Pharmacy
2026;37(17):2297-2302
- CountryChina
- Language:Chinese
-
Abstract:
OBJECTIVE To compare the communication effect and content characteristics of the pharmaceutical science popularization account “Pharmacist Binbin” on the three platforms of TikTok， Xiaohongshu and Today’s Headlines， and explore the cross platform communication strategy of pharmaceutical science popularization videos.METHODS Quantitatively analyze the five core indicators of the “Pharmacist Binbin” science popularization account on the three major platforms （total video releases， number of followers， page views， high dissemination video related data， and platform user profile characteristics）， and systematically analyze the platform attributes and content compatibility.RESULTS TikTok， Xiaohongshu， and Today’s Headlines videos were released 478， 306， and 450 items， with 245 million views， 1.164 9 million views， and 14.167 1 million views， respectively. The following users were 535 000， 95 000， and 53 000 respectively. The gender ratio of TikTok users was relatively balanced， with the majority of users aged 31 to 40 years old， preferring “short， flat， and fast”， scene-oriented science popularization， and the highest exposure. The users of Xiaohongshu were mainly young and middle-aged women in first-tier and new first-tier cities， and content related to family and maternal and child medication is more popular. Today’s Headline users were mostly middle-aged and elderly people over 50 years old， and the dissemination of chronic disease science was more effective. There was a statistically significant difference in the overall video browsing volume of the three platforms with high communication power （ H ＝44.07， P ＜0.001）. The browsing volume of TikTok was significantly higher than that of Xiaohongshu and Today’s Headlines （ P ＜0.001 after correction）， and the browsing volume of Today’s Headlines was higher than that of Xiaohongshu （ P ＜0.001 after correction）； Xiaohongshu has the highest like and collection rates， while Today’s Headline has the highest sharing and commenting rates （ P ＜0.05 after correction）. The browsing volume of hot and time-sensitive content was significantly higher than that of non-hot and time-sensitive content （ β ＝0.24， P ＝0.012）. The browsing volume of the dialogue form of one person playing two roles/personification was significantly higher than that of single-person oral explanation （ β ＝0.27， P ＝0.009）.CONCLUSIONS Science popularization videos with innovative forms， timely hot topics， and long-term demand were the main high dissemination content. According to the characteristics of different platforms， such as TikTok’s flow-driven model， Xiaohongshu’s prominent vertical demand for women and families， and Today’s Headlines demand for knowledge about chronic diseases among the middle-aged and elderly， we should establish a pharmaceutical science popularization communication matrix that focuses on each other and complements each other.
