From clinics to clicks: Investigating the motivations and competency framework of healthcare professionals on social media.

ABSTRACT:

Objective

To explore the underlying motivations that prompt healthcare professionals (HCPs) to engage in social-media health communication and to construct a competency framework explaining how they develop and sustain this activity.

Methods

We employed grounded theory and qualitative content analysis, conducting semi-structured in-depth interviews with 28 verified HCPs on major Chinese platforms (Douyin, Weibo, Zhihu, Xiaohongshu). Open, axial and selective coding mapped the resulting categories onto the classic Onion Model.

Results

Coding generated 237 initial concepts, 33 first-order categories, and eight axial competencies, which were organized into a three-layer competency framework: Motivation layer highlighting intrinsic drivers such as achievement motivation,

SUBMITTER: Kong D 

PROVIDER: S-EPMC12432320 | biostudies-literature | 2025 Jan-Dec

REPOSITORIES: biostudies-literature