摘要目的:调查全国范围内三级甲等医院外科医师开设和运营自媒体平台的现状并分析其对患者及外科医师的影响。方法:采用回顾性横断面调查研究方法。2021年11月5―30日，以《中华消化外科杂志》第二届中华消化外科菁英荟全体委员所在单位或行业协会中已开设自媒体平台的外科医师为调查对象，设计《三级甲等医院外科医师开设自媒体平台的调查研究》问卷进行调查研究。问卷通过微信方式发放，软件平台为问卷星。观察指标：（1）问卷调查结果。（2）开设自媒体平台外科医师的基本信息。（3）开设自媒体平台外科医师的日常工作量和科研背景。（4）自媒体平台相关信息。（5）开设自媒体平台对患者的影响。（6）开设自媒体平台对外科医师的影响。（7）外科医师开设自媒体平台后的感想和建议。正态分布的计量资料以 x± s表示。计数资料以绝对数和百分比表示。 结果:（1）问卷调查结果。共收回完整有效问卷229份。（2）开设自媒体平台外科医师的基本信息。229位外科医师中，男195例，女34例；年龄为（40±8）岁，年龄36~45岁120例，年龄≤35岁80例，年龄>45岁29例。86.46%（198/229）外科医师来自教学医院，74.67%（171/229）来自省会城市医院。229位外科医师中，医师职称为初级职称、中级职称、副高职称、正高职称分别占17.90%（41/229）、27.51%（63/229）、37.12%（85/229）、17.47%（40/229）；参加工作年限为≤5年、6~10年、11~15年、≥16年分别占19.21%（44/229）、22.27%（51/229）、26.64%（61/229）、31.88%（73/229）；医师专业以肝胆胰外科（48.03%，110/229）和食管胃肠外科（14.41%，33/229）为主。229位外科医师中，开设自媒体平台初衷（多选题）：52.84%（121/229）通过增加患者数量提高收入、54.15%（124/229）积累病例开展临床科研项目、64.19%（147/229）增加行业知名度获得同行认可、58.08%（133/229）增加社会知名度提升精神层面的满足感，17.90%（41/229）被动开展。（3）开设自媒体平台外科医师的日常工作量和科研背景。60.26%（138/229）外科医师每年参与线下社会公益活动1~3次，26.64%（61/229）参与次数>3次。47.60%（109/229）外科医师每周手术量为5~10台，33.19%（76/229）每周手术量>10台。以第一作者（含共同第一作者）发表高质量英文文章：38.43%（88/229）外科医师尚未发表，24.89%（57/229）已发表1~3篇，36.68%（84/229）发表>3篇。51.09%（117/229）外科医师尚未主持纵向课题（包括已结题项目），13.54%（31/229）主持过国家级项目，35.37%（81/229）主持过省部级项目。（4）自媒体平台相关信息。65.50%（150/229）外科医师开设微信公众号，55.02%（126/229）开设问诊平台，31.44%（72/229）开设抖音，21.40%（49/229）开设微信视频号，同1位外科医师可开设多种自媒体平台。35.81%（82/229）外科医师开设自媒体平台时间<1年，42.79%（98/229）开设时间为1~3年，21.40%（49/229）开设时间>3年。45.85%（105/229）外科医师>2周更新自媒体内容。63.32%（145/229）自媒体平台获得科室或医院精神支持，12.66%（29/229）获得科室或医院学科经费支持。82.53%（189/229）自媒体平台为外科医师自行运作。47.16%（108/229）自媒体平台顺利运营，50.22%（115/229）无法持续运营，2.62%（6/229）停用。60.70%（139/229）运营自媒体平台耗时<30 min/次，27.07%（62/229）耗时30~60 min/次。89.08%（204/229）自媒体平台后台可留言或咨询，52.84%（121/229）留言或咨询次数<5次，>50次占6.99%（16/229）。平均每项内容被点赞量或阅读量<100次占59.39%（136/229），100~300次占29.26%（67/229），60.26%（138/229）内容获最高点赞量或阅读量<1 000次，6.99%（16/229）>10万次。平均每项内容被转发次数<100次占74.67%（171/229），>300次占6.55%（15/229）。87.34%（200/229）自媒体平台的粉丝量<1万。自媒体受众（多选题）主要包括“相关专业小同行”“医护专业大同行”“本专业患者群体”“普通大众人群”，其占比分别为42.36%（97/229）、31.00%（71/229）、52.40%（120/229）、53.71%（123/229）。（5）开设自媒体平台对患者的影响。34.93%（80/229）外科医师认为运营自媒体平台后可增加其门诊和住院患者人数，29.69%（68/229）认为可增加其所在科室门诊和住院患者人数。75.98%（174/229）外科医师认为近期门诊或住院患者通过自媒体平台就诊比例<10%。患者依从性（多选题）：运营自媒体平台6个月后，39.74%（91/229）外科医师认为住院患者的依从性显著提高，25.33%（58/229）认为门诊患者的依从性显著提高，46.29%（106/229）认为术前谈话、化疗或放疗前谈话更节省时间。（6）开设自媒体平台对外科医师的影响。20.09%（46/229）和6.55%（15/229）外科医师分别通过“长期、持续、用心做自媒体平台”和“重要的自媒体平台内容和广泛的受众”获得成功，72.49%（166/229）尚未成功。26.64%（61/229）外科医师认为开设自媒体平台有利于增加行业协会任职，22.27%（51/229）认为有利于开展多中心临床研究。54.59%（125/229）外科医师认为运营自媒体平台有利于提升自身专业知识水平，40.17%（92/229）认为可提升自身临床科研能力水平，48.91%（112/229）认为可提升带教水平。运营自媒体平台6个月后，88.65%（203/229）外科医师认为个人全部收入增加幅度<20%，47.60%（109/229）认为工作方面的成就感或愉悦感显著提升，48.91%（112/229）无停止或退出计划，7.42%（17/229）计划停止运营自媒体平台。（7）外科医师开设自媒体平台后的感想和建议。开设自媒体平台的外科医师希望得到科室、医院、行业协会、社会层面帮助分别占61.57%（141/229）、72.05%（165/229）、47.16%（108/229）、53.28%（122/229），仅9.61%（22/229）认为无需帮助。40.17%（92/229）外科医师允许自媒体平台插入商业广告，59.83%（137/229）禁止插入商业广告。选择性建议：70.74%（162/229）外科医师认为需更多不同专业医师参与，40.61%（93/229）认为需相关部门或行业协会严密监管；32.75%（75/229）认为需要斟酌。27.95%（64/229）外科医师提供了自媒体平台建设的具体建议，其中7.81%（5/64）不建议盲目尝试。结论:国内开设和运营自媒体平台的外科医师多面临工作繁忙、时间精力有限、收入增加不明显和缺少专业推广维护团队及外部支持问题。仍有较多外科医师长期、持续输出优质内容获得成功，增加患者就诊量，提升自我业务能力和行业影响力，获得职业成就感。

abstractsObjective:To investigate the status of We-Media platforms opened and opera-ted by surgeons in tertiary first-class hospitals nationwide and analyze its influence on patients and surgeons.Methods:The retrospective cross-sectional investigation study was conducted. The investigation was conducted on the surgeons who had opened We-Media platforms in their units or associations through the contact of all members of the second Elite Committee of Chinese Digestive Surgery of the Chinese Journal of Digestive Surgery from November 5 to 30, 2021. Questionnaires were distributed through wechat, and the software platform was Questionnaire Star. Observation indicators: (1) results of questionnaire survey; (2) basic information of surgeons running We-Media platforms; (3) daily workload and research background of surgeons running We-Media platforms; (4) information related to We-Media platforms; (5) influence of running We-Media platforms on patients; (6) influence of running We-Media platforms on surgeons; (7) feelings and suggestion of surgeons after running We-Media platforms. Measurement data with normal distribution were expressed as Mean± SD, and count data were expressed as absolute numbers and percentages. Results:(1) Results of questionnaire survey: a total of 229 complete and valid questionnaires were collected in this survey. (2) Basic information of surgeons running We-Media platforms: of 229 surgeons, there were 195 males and 34 females, aged (40±8)years. There were 120 surgeons aged from 36-45 years, 80 surgeons aged <35 years and 29 surgeons aged >45 years. There were 86.46% (198/229) of surgeons from teaching hospitals and 74.67%(171/229) of surgeons from provincial cities. Of 229 surgeons, junior, intermediate, deputy senior and senior titles accounted for 17.90%(41/229), 27.51%(63/229), 37.12%(85/229) and 17.47%(40/229), respectively. Surgeons with working years ≤5 years, 6-10 years, 11-15 years and ≥16 years accounted for 19.21%(44/229), 22.27%(51/229), 26.64%(61/229) and 31.88%(73/229), respectively. Hepatobiliary and pancreatic surgeons, esophageal and gastrointestinal surgeons were the main specialties, accounting for 48.03%(110/229) and 14.41%(33/229), respectively. The original intentions of opening We-Media platforms (multiple choice) included increasing patient population and improving the income, accumulating cases to facilitate clinical research projects, increasing the popularity of the industry and gain peer recognition, increasing social awareness and improving spiritual satisfaction, passive assignments form units or hospitals, which accounted for 52.84% (121/229), 54.15%(124/229), 64.19%(147/229), 58.08%(133/229), 17.90%(41/229), respectively. (3) Daily workload and research background of surgeons running We-Media platforms: 60.26%(138/229) of surgeons participated in offline social welfare activities 1-3 times per year and 26.64%(61/229) of surgeons participated >3 times per year. There were 47.60% (109/229) of surgeons performing 5-10 operations per week and 33.19%(76/229) of surgeons performing >10 operations per week. In terms of scientific researches, 38.43%(88/229) of surgeons had not published high-quality English articles as the first author or co-first author, 24.89%(57/229) of surgeons had published 1-3 articles and 36.68%(84/229) of surgeons had published >3 articles. There were 51.09%(117/229) of surgeons without any longitu-dinal projects, 13.54%(31/229) of surgeons with national projects, 35.37%(81/229) of surgeons with provincial and ministerial projects. (4) Information related to We-Media platforms: there were 65.50%(150/229) of surgeons running wechat public account, 55.02%(126/229) of surgeons running consultation platform, 31.44%(72/229) of surgeons running TikTok, 21.40%(49/229) of surgeons running wechat video account (some surgeons operated multiple We-Media platforms). The time of operating the platform was <1 year in 35.81%(82/229) of surgeons, 1-3 years in 42.79%(98/229) of surgeons, >3 years in 21.40%(49/229) of surgeons, respectively. The contents of We-Media platforms were updated >2 weeks in 45.85%(105/229) of surgeons. There were 63.32%(145/229) of surgeons with We-Media platforms win-ning emotional support from their department or hospital, 12.66%(29/229) of surgeons with We-Media platforms winning financial support. There were 82.53%(189/229) of surgeons operating We-Media platforms by theirselves. The We-Media plat-form operation was smooth in 47.16%(108/229) of surgeons, unsustainable in 50.22%(115/229) of surgeons and suspended in 2.62%(6/229) of surgeons. On average, it took less than 30 minutes for 60.70%(139/229) of surgeons and 30-60 minutes for 27.07%(62/229) of surgeons to operate the We-Media platforms of surgeons every times, respec-tively. The background message or consulta-tion was allowed in 89.08%(204/229) of surgeons. The number of leaving messages was <5 times in 52.84%(121/229) of surgeons and >50 times in 6.99%(16/229) of surgeons. On average, each content in 59.39%(136/229) of surgeons were "liked" or "viewed" <100 times, and each content in 29.26%(67/229) of surgeons were "liked" or "viewed" 100-300 times. There were 60.26%(138/229) of surgeons having content with the highest "liked" or "viewed" clicks <1 000 times and 6.99%(16/229) of surgeons having content with the highest "liked" or "viewed" clicks >10 million times. On average, each content in 74.67%(171/229) of surgeons were "forwarded" <100 times, and each content in 6.55%(15/229) of surgeons were "forwarded" >300 times, respectively. The number of followers was <1 million in 87.34%(200/229) of surgeons. The We-Media audiences (multiple choices) included related professional peers, related health care professionals, patients of surgeons, general public, accounting for 42.36%(97/229), 31.00%(71/229), 52.40%(120/229), 53.71%(123/229), respectively. (5) Influence of running We-Media platforms on patients: 34.93%(80/229) of surgeons believed that the operation of We-Media platform significantly increased the number of outpatient and inpatient patients of themselves, 29.69%(68/229) of surgeons believed that the operation of We-Media platform significantly increased the number of outpatient and inpatient patients in their departments, respectively. In the view of 75.98%(174/229) of surgeons, the percent of outpatient and inpatient patients by We-Media platforms was <10%. After 6 months of We-Media operation, 39.74%(91/229) and 25.33%(58/229) of surgeons believed that inpatient and outpatient compliance was significantly improved, respectively, and 46.29% (106/229) of surgeons believed that preopera-tive and pre-chemotherapy or pre-radiotherapy conversations saved more time. (6) Influence of running We-Media platforms on surgeons: 20.09%(46/229) and 6.55%(15/229) of surgeons attributed the success to "long-term, sustainable, absorbed operation" and "important contents of We-Media platforms and wide audiences". There were 72.49%(166/229) of surgeons yet to be successful. There were 26.64% (61/229) and 22.27%(51/229) of surgeons believing that opening We-Media platforms was conducive to the association's employment and multicenter clinical research. Operating We-Media platforms was conducive to professional knowledge improvement, clinical research ability enhancement and teaching level of students, which was believed by 54.59%(125/229), 40.17%(92/229) and 48.91%(112/229) of surgeons, respectively. Although the total income in 88.65%(203/229) of surgeons increased less than 20% after 6 months of operation, 47.60%(109/229) of surgeons believed that "the sense of achievement or pleasure in work has been significantly improved", and 48.91%(112/229) of surgeons did not have the idea of quitting. There were 7.42%(17/229) of surgeons with the idea of quitting the operation of We-Media platforms. (7) Feelings and suggestions of surgeons after running We-Media platforms: the proportion of surgeons who hoped to get help from departments, hospitals, associations and the society were 61.57%(141/229), 72.05%(165/229), 47.16%(108/229) and 53.28%(122/229), respectively. Only 9.61%(22/229) of surgeons did not require help. Commercial advertisement was allowed by 40.17%(92/229) of surgeons and forbidden by 59.83%(137/229) of surgeons. In terms of alternative suggestion, 70.74%(162/229) of surgeons believed that it was necessary for the We-Media platforms to involve more doctors of different specialties, but 40.61%(93/229) of surgeons believed that relevant departments or associations should strengthen supervision under the current situation. In addition, 32.75%(75/229) of surgeons believed that the operation of We-Media platform requires more investment. The were 27.95%(64/229) of surgeons giving specific suggestions on running We-Media platforms, 7.81%(5/64) of which did not suggest a blind try.Conclusions:Most surgeons who open and operate We-Media platforms in China are faced with problems such as busy work, limited time and energy, low-income increase, and lack of professional promotion and maintenance teams and external support. Even so, there are still many surgeons who have achieved success through long-term persistence and high-quality content output, thus increasing the number of patient visits, improving their own ability and industry influence, and bringing a greater sense of professional achievement.