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1、Special Report:Trust and Health in China2025爱德曼健康信任度中国报告P.2*The sample size varies by country from 999 to 1,002.15-market global data margin of error:General population+/-1.1 percentage points(n=15,009)Country-specific data margin of error:General population+/-4.1 percentage points Margin of error i

2、s calculated at the 99%confidence level.2025 爱德曼信任度专题报告-健康信任度调查方法连续四年的在线调研16,000+1,000+/-16调查时间:2025年3月4日-14日国家受访者每个国家平均受访者*AustraliaBrazilCanadaChinaFranceGermanyIndiaIndonesia*JapanMexicoSingaporeS.AfricaS.KoreaUAEUKU.S.For more details on global averages,country-specific sample information,or to

3、see the full text for any shortened statements,please see the Technical Appendix.Data collected is representative of the general population across age,gender,region and ethnicity/nationality(where applicable)within each country.统计学意义表示数据中具有统计意义的差异或变化，不是偶然或随机波动造成的。所有标明的同比显著变化都是通过在t检验中将置信水平设置在99%以上得出的

4、。.全球均值除非另有说明，全球平均数由 16 个受调查国家中的 12 个国家组成。*表示不包括在 全球 12 个 平均值中的国家。问题简洁描述本报告中，为了便于阅读，对问题文本进行了编辑。P.3报告内容1.期待与担忧2.身边影响力3.信息大爆炸4.传播关键词P.4期待与担忧P.52025 Edelman Trust Barometer Special Report:Trust and Health.HEA_ALL.How would you describe your overall health?7-point scale;top 3 box,very good or better.Gene

5、ral population,9-mkt avg.*Australia,Brazil,India,Indonesia,Singapore,S.Africa,and the UAE not included in the global average.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.61575151484240403737373630291715 -12+1-6-3+4-5+2-4-2Percent who say全球公众的自我健康

6、评估低于疫情期间GLOBAL 9Significant change+0-3842363520222025Change,2022 to 2025-3pts我认为我的整体健康状况良好或更好。仅有半数中国受访者自我健康评估良好P.6Percent who say全球公众对医学政治化的担忧高于疫情期间我担心医学被政治化，或被用来支持特定的政治目的。5445596120222025GLOBAL 880797876686864616161606058575652Change,2022 to 2025+7ptsSignificant change+0-+5+4+12+8+5+4+13+102025 Ede

7、lman Trust Barometer Special Report:Trust and Health.HEA_EMO.Some people say they worry about many things while others say they have few concerns.We are interested in what you worry about.Specifically,how much do you worry about each of the following?9-point scale;top 4 box,worried.Question asked of

8、 half the sample.General population,8-mkt avg.*Australia,Brazil,China,India,Indonesia,Singapore,S.Africa,and the UAE not included in the global average.Due to a translation inconsistency in 2022 and 2023 in China,China data has been excluded from the global tracking average.Year-over-year changes we

9、re tested for significance using a t-test set at the 99%+confidence level.近6成中国受访者表示担忧P.7中国健康信任度持续领先全球Percent who say2025 Edelman Trust Barometer Special Report:Trust and Health.INS_PER_DIM_HEA.When it comes to addressing your health-related needs,please specify where you think INSTITUTION falls on

10、the scale between the two opposing descriptions.11-point scale;bottom 5 box,hurting.Data is a net of those who said business,government,and/or NGOs hurt their ability to get good quality healthcare at BUS_PER_DIM_HEA,GOV_PER_DIM_HEA,and NGO_PER_DIM_HEA.General population,by country.GLOBAL 15企业、政府、非政

11、府组织的行为损害了我获得优质医疗服务的能力。6963616059585752525046373630281850%中国受访者对机构的健康信任领先全球P.82025 Edelman Trust Barometer Special Report:Trust and Health.DRV_HEA_REP.How much do you trust the media to report accurate information about healthcare,such as diseases,treatments and prevention?9-point scale;top 4 box,tru

12、st.Question asked of half the sample.General population,12-mkt avg.,and by China gender,age,and income.*Australia,Indonesia,Singapore,and the UAE not included in the global average and do not have trending available for 2023.Year-over-year changes were tested for significance using a t-test set at t

13、he 99%+confidence level.7479787676628290MenWomen18-3435-5455+LowMiddleHighPercent who say中国媒体健康信任度持续领先全球Gender|Age|IncomeGLOBAL 12Distrust(1-49)Neutral(50-59)Trust(60-100)我相信媒体能够准确报道与医疗健康相关的信息，例如疾病、治疗和预防。575043442019202320242025Change,Jan 2019 to March 2025-13ptsSignificant change+0-7771635954484644

14、4138373636353431 0-13-7-9-16-13-15-19-17-18-10-11-12-16-16-14MarketP.9Percent who say,in China中国政府在健康领域最受公众信任2025 Edelman Trust Barometer Special Report:Trust and Health.TRU_INS_HEA.Please indicate how much you trust each of the following to do what is right when it comes to addressing your health-r

15、elated needs and concerns.Please use a 9-point scale where one means that you“do not trust them at all”and nine means that you“trust them a great deal”.9-pt scale;top 4 box,trust.General population,China.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence lev

16、el.Distrust(1-49)Neutral(50-59)Trust(60-100)+0-81757262GovernmentBusinessMediaNGOs 我相信该机构在面对我的健康需求和问题时会做正确的事。Change,2023 to 2025Significant change机构健康信任度的下降趋势值得关注-8-13-8-22P.10身边影响力P.11受访者表示信任其传递健康真相和保护公共健康健康信任：我的亲朋好友和医生最值得信任87858477757467My friendsand familyMy doctorGovernmentleadersMy CEOHealthcar

17、eCEOsJournalistsHeads ofhealth NGOs2025 Edelman Trust Barometer Special Report:Trust and Health.HEA_TRU_PEP.Below is a list of categories of people.For each one,please indicate how much you trust that group of people to tell you the truth about health issues and about how best to protect the health

18、of the public.9-point scale;top 4 box,trust.General population,China.“My CEO”only shown to those who are an employee of an organization(Q43/1).Distrust(1-49)Neutral(50-59)Trust(60-100)P.12Percent who say,in China健康决策：我的亲朋好友和医生最有影响力Age 18-3435-5455+My friends and family678176My doctor708468Medical sc

19、ientists and health experts647971People with similar health conditions as me565955Content creators without medical training3941353857727575以下哪些曾经影响了我的健康决策2025 Edelman Trust Barometer Special Report:Trust and Health.LEG_INFO.Have you ever let advice,information,or recommendations from each of the fol

20、lowing influence the decisions you make about your personal health?Code 1,yes.General population,China,and by age.Attributes are shown in rank order based on the China data.Ties have been broken by decimal.P.13Percent who say,in China专业学术背景并非成为健康权威的唯一资质可信机构的专业培训与健康相关的亲身经历曾经为我提供有益建议当我认为某人是真正的健康权威时，他们

21、必须具备81%79%81%2025 Edelman Trust Barometer Special Report:Trust and Health.LEG_INF_HEA.How important is each of the following in making you see someone as a legitimate influence or expert when it comes to health and health issues,such that you willingly give them influence on your health decisions an

22、d you would be comfortable with them influencing the health-related views and behaviors of people in positions of power and authority?9-point scale;top 4 box,important.General population,China.P.1445494442ChinaAge 18-3435-5455+18+20+18+1748524943ChinaAge 18-3435-5455+Friends or familySocial media在过去

23、12个月里我曾经忽视了专业医生的建议转而采纳其他建议 +20+25+22+13Change,2024 to 2025Change,2024 to 2025Percent who say,in China亲朋好友和社交媒体的影响力显著攀升2025 Edelman Trust Barometer Special Report:Trust and Health.HEA_BHV.Have you done any of the following within the past year?Code 1,yes.General population,China,and by age.Year-over-

24、year changes were tested for significance using a t-test set at the 99%+confidence level.Significant change+0-P.15信息大爆炸P.16Percent who say,in China近8成受访者对找到正确健康信息充满信心我相信我有能力Significant change+0-82728785ChinaAge 18-3435-5455+78688578ChinaAge 18-3435-5455+找到可靠的健康信息辨别医学建议的好坏 0-2+20 0-4+4-3Change,2024 t

25、o 2025Change,2024 to 20252025 Edelman Trust Barometer Special Report:Trust and Health.CAP_DEC.How confident are you in your ability to do each of the following?9-point scale;top 4 box,confident.General population,China,and by age.Year-over-year changes were tested for significance using a t-test set

26、 at the 99%+confidence level.P.17超6成受访者相信普通人可以掌握与医生相当的健康知识Percent who agree,in China62%476869Age 18-3435-5455+自行研究的普通人在大部分健康问题上的知识水平与医生相当。Significant change+0-+3ptsChange,2024 to 2025 -12+9+102025 Edelman Trust Barometer Special Report:Trust and Health.HEA_AGR.Please indicate how much you agree or d

27、isagree with the following statements.9-point scale;top 4 box,agree.General population,China,and by age.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.35岁以上受访者近7成持此态度P.1880778280China18-3435-5455+72657179China18-3435-5455+76717484China18-3435-5455+

28、Percent who say,in China公众通过多元渠道持续性获得健康信息 传统健康媒体社交媒体上的健康媒体健康自媒体直播或推送 +2-7+3+8-1-9-4+10+5-9+5+17我每个月(或更多)都会获得健康信息Significant change+0-Change,2024 to 20252025 Edelman Trust Barometer Special Report:Trust and Health.HMED_SEG_OFT.How often do you engage in the following activities related to medical and

29、 healthcare news and information?7-point scale;Codes 3-7,monthly or more.Question asked of half the sample.General population,China,and by age.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.P.1968626774China18-3435-5455+69626679China18-3435-5455+Pe

30、rcent who say,in China近7成受访者乐于分享健康信息、个人经验和评论健康相关新闻个人健康经验个人健康评论75727478China18-3435-5455+8-2+11+12+8-4+11+15+3-10+5+11我每个月(或更多)都会分享2025 Edelman Trust Barometer Special Report:Trust and Health.HMED_SEG_OFT.How often do you engage in the following activities related to medical and healthcare news and i

31、nformation?7-point scale;Codes 3-7,monthly or more.Question asked of half the sample.General population,China,and by age.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.Significant change+0-Change,2024 to 2025P.20我已经或将要对我的孩子接种部分疫苗不接种疫苗接种全部疫苗61125484

32、3485238314536ChinaAge 18-3435-5455+受访者表示最能描述我对儿童疫苗接种看法近半数受访者对儿童疫苗接种持不确定态度2025 Edelman Trust Barometer Special Report:Trust and Health.VAC_TUS2.Which of the following best describes your beliefs about childhood vaccinations such as polio;measles,mumps,and rubella(MMR);rotavirus(RV);and diphtheria,tet

33、anus,and acellular pertussis(DTaP)?Code 1,no vaccines;Code 2,some vaccines;code 3,all vaccines.Question asked of half the sample.General population,China,and by age.For more information and full text,please see the technical appendix.P.21在已经或将要对我的孩子18-34岁受访者对儿童疫苗接种的态度疫苗接种态度受到社交媒体和同伴经历的影响2025 Edelman

34、 Trust Barometer Special Report:Trust and Health.VAC_TUS_SCR.What are the beliefs you expressed about vaccines in the previous two questions based on?Specifically,which of the following have had the most direct influence in shaping your point of view on vaccines?Pick all that apply.Question asked of

35、 half the sample.General population,15-mkt avg.,among 1834-year-olds who would give or have given their child all vaccines(VAC_TUS2/3)or who would or have given their child some vaccines(VAC_TUS2/2).GLOBAL 15,among age 18-34受访者对儿童疫苗接种的态度是基于33322934341925354242Social mediaOthers personalexperiencesGo

36、vernment andpublic healthauthoritiesMy healthcareprovidersScientific evidencefound online+14pts-6pts+7pts-8pts-8ptsGap,some vs.all vaccines接种部分疫苗接种全部疫苗P.22Percent who say,in China超半数受访者对基于错误信息做出的健康决定感到后悔555457Age 18-3435-5455+55%我曾经至少有一次后悔自己根据错误信息做出的健康决定错误信息的主要来源用户生成的内容49健康相关网站31产品推广信息282025 Edelman

37、 Trust Barometer Special Report:Trust and Health.MIS_INFO_HARM.Have you ever made a decision that you regretted regarding your personal health because you acted based on inaccurate or misleading information?Codes 1-3,yes.Question asked of half the sample.General population,China,and by age.MIS_INFO_

38、SOUR.Where did that inaccurate or misleading information come from?Pick all that apply.Question asked to those who have regretted a personal health decision they made based on misinformation(MIS_INFO_HARM/1-3).General population,China.P.23传播关键词P.2473807872807918-3435-5455+LowMiddleHigh理解：健康权威基于对受众群体

39、需求的洞察Percent who say,in China要让我认可你是一位真正的健康权威，你必须理解像我这样的群体需要什么Age|Income77%2025 Edelman Trust Barometer Special Report:Trust and Health.LEG_INF_HEA.How important is each of the following in making you see someone as a legitimate influence or expert when it comes to health and health issues,such that

40、 you willingly give them influence on your health decisions and you would be comfortable with them influencing the health-related views and behaviors of people in positions of power and authority?9-point scale;top 4 box,important.General population,China,and by age and income.P.25698577Age 18-3435-5

41、455+Distrust(1-49)Neutral(50-59)Trust(60-100)关联：重视个人体验和专业知识的信息源受访者表示信任其传递健康真相和保护公共健康我信任网络上和我拥有同样健康问题的人我信任经过专业医学培训的个人内容提供者647877Age 18-3435-5455+2025 Edelman Trust Barometer Special Report:Trust and Health.HEA_TRU_PEP.Below is a list of categories of people.For each one,please indicate how much you t

42、rust that group of people to tell you the truth about health issues and about how best to protect the health of the public.9-point scale;top 4 box,trust.General population,China,by age.P.26我从非专业人士那里获得以下信息，而这些信息我从专业医疗提供者那里无法获得共情：提供患者渴望的人文内容与关爱那些听从非专业背景健康专家意见的受访者表示Top 5 of 11#1以人为本的健康理念#2了解我身处的健康困扰#3有

43、和我一样的健康遭遇#4给我提问的时间并回答#5令人舒适的沟通方式2025 Edelman Trust Barometer Special Report:Trust and Health.CON_CRT_ADV.You just said that there are people who have a big influence on your health decisions that do not have a formal medical degree or a health expertise credential.What are you getting from them,that

44、 you are not getting from healthcare professionals or other health experts with medical training?Pick all that apply.Question asked among those who say they listen to uncredentialed voices(PRE_CON_CRT/1).General population,China.Attributes are shown in rank order based on the China data.Ties have be

45、en broken by decimal.P.27如果我看到这条健康信息被多次重复，我才会相信2-3次3次以上我一旦看到就认为是真的频次：随着沟通频次的增加，健康信息变得更加可信Percent who say,in China171412894240423228414444565210098989689National health authoritiesGlobal health authoritiesLocal health authoritiesSocial mediaPodcasts2025 Edelman Trust Barometer Special Report:Trust an

46、d Health.HEAR_TIME_HEA.When you see a new piece of information or a news story about a health or healthcare issue in each of the following information sources,how many times do you need to see it or hear it repeated in that same type of information source before you believe it is really true?Code 1,

47、automatically believe;codes 2-3,once or twice;codes 4-6,3 or more times.Question asked of half the sample.General population,China.P.281直面挑战2025健康信任度中国报告对医疗行业的启示：打造健康影响力企业应正视健康信任度持续下降的挑战，这一挑战源于公众对医疗健康的高度期待与现状的差距。企业应持续通过科学创新、提高可及性等方式满足公众需求，赢得公众信任。2洞察需求公众渴望获取优质的健康信息，公众需求既包括医学知识，也包括人文关爱。除了医学专业人士，亲朋好友和同伴经验正在成为“身边的健康影响力”。3可靠来源企业应成为优质健康信息的可靠来源，并在健康传播中扮演关键角色，提供兼具科学知识和体验分享的内容。理解、关联、共情和高频是提升传播有效性的关键。4合作共赢政府、医生、媒体、企业和非盈利组织在推动健康事业发展中的作用至关重要，企业应呼应政府议题，推动健康生态圈建设，成为解决健康关键问题的合作者和催化剂。How to Win the Science Communications Battle29欢迎微信关注爱德曼中国