Methods for using microblogs for health communication with a pharmacist-based account

- Microposts developed by a pharmacist-operated account were well disseminated.
- Using microblogging promoted the interaction between pharmacists and patients.
- Using microblogging could be an effective tool for patient education and health communication.

ObjectiveTo implement and assess the effectiveness of using microblogging for health communication with a pharmacist-based account.MethodsWe created a private and public “iPharmacist” account on the Weibo microblogging platform using the “Brief, Evidence-based, Ethical, and Plain-language (BEEP)” principle to post messages and to interact with patients. From November 2012 to November 2013, a content analysis was performed of the original microposts by iPharmacist, as well as original messages directed to iPharmacist by other accounts, and private messages received by iPharmacist.ResultsA total of 598 original messages were posted by iPharmacist, which were reposted 34442 times with 6013 comments received; while 310 messages were posted by other Weibo users directed to the iPharmacist alone with 131 private messages.ConclusionsThe use of iPharmacist account allowed the provision of quality microposts to educate the Chinese public. The public messages were well disseminated.Practice implicationsMicroblogging could be an effective tool for patient education and health communication.