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1、Special Report:Trust and Health in China2024愛德曼健康信任度中國報告P.2調查方法*The sample size varies by country from 904 to 1,002.12-market global data margin of error:General population+/-1.2 percentage points(n=11,951)Country-specific data margin of error:General population+/-4.1 to 4.3 percentage points(varies

2、 by country based on sample size)Margin of error is calculated at the 99%confidence level.2024愛德曼信任度專題報告-健康信任度連續第三年的在線調研15,000+1,000+/-16調查時間:2024年3月4日-13日國家受訪者每國受訪者/國家*Australia*BrazilCanadaChinaFranceGermanyIndiaJapanMexicoNigeria*Singapore*S.AfricaS.KoreaUAE*UKU.S.France and S.Korea began fieldin

3、g on March 5th.For more details on global averages,country-specific sample information,or to see the full text for any shortened statements,please see the Technical Appendix.Significant change+0-Data collected is representative of the general population across age,gender,region and ethnicity/nationa

4、lity(where applicable)within each country.統計學意義表示數據中具有統計意義的差異或變化，不是偶然或隨機波動造成的。所有標明的同比顯著變化都是通過在t檢驗中將置信水平設置在99%以上得出的。.全球均值除非另有說明，全球平均數由 16 個受調查國家中的 12 個國家組成。*表示不包括在 全球 12 個 平均值中的國家。問題簡潔描述本報告中，為了便于閱讀，對問題文本進行了編輯。P.31.機構信任度2.直面挑戰3.持續賦能報告內容P.4機構信任度P.5Percent who say I trust this institution to do what is

5、right in addressing my health needs and concerns認同“我相信該機構在面對我的健康需求和問題時會做正確的事”的比例2024 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-related needs and concerns.9-p

6、oint scale;top 4 box,trust.General population,12-mkt avg,and by APAC countries.“My employer”only shown to those who are an employee of an organization(Q43/1).Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.全球：除了雇主企業，其他機構在健康領域的信任度較低6852494341My emplo

7、yerBusinessNGOsGovernmentMediaDistrust(1-49)Neutral(50-59)Trust(60-100)Significant changeGLOBAL 12+0-4-4-7-4-5Change,Apr 2023 to Apr 2024Australia*6542464331China8277628770India8976727560Japan5648343335Singapore*6652597752S.Korea3634393732P.6Percent who say,in China2024 Edelman Trust Barometer Speci

8、al 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-related needs and concerns.9-point scale;top 4 box,trust.General population,China.“My employer”only shown to those who are an employee of an org

9、anization(Q43/1).Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.中國：在所有機構中，政府在健康領域最受信任8782777062GovernmentYour employerBusinessMediaNGOsDistrust(1-49)Neutral(50-59)Trust(60-100)Significant change+0-2-5-11-10-22I trust this institution to do what is

10、right in addressing my health needs and concernsChange,Apr 2023 to Apr 2024非政府組織信任度較上一年顯著下降我信任該機構在面對我的健康需求和問題時會做正確的事P.77764635751474640393837353433323068798372758618-3435-5455+LowMiddleHighPercent who say2024 Edelman Trust Barometer Special Report:Trust and Health.DRV_HEA_REP.How much do you trust t

11、he media to report accurate information about healthcare,such as diseases,treatments and prevention?9-point scale;top 4 box,trust.Question asked of half the sample.General population,12-mkt avg.,and by China age and income.*Australia,Nigeria,Singapore and UAE are not included in the global average.F

12、ive-year changes were tested for significance using a t-test set at the 99%+confidence level.This question was not asked from 2020 to 2022.全球范圍對媒體健康報道的信任度急劇下降，但中國獨樹一幟 0n/a-7n/an/a-14-15-7-24-9-8-21-24-17-16n/a575043201920202021202220232024 n/an/an/an/an/an/aGLOBAL 12Distrust(1-49)Neutral(50-59)Trust

13、(60-100)Significant change+0-I trust the media to report accurate information about healthcareMarketAge|Income Change,Jan 2019 to Apr 2024-14pts我信任媒體會報道醫療健康相關的準確信息P.8Percent who say2024 Edelman Trust Barometer Special Report:Trust and Health.TRU_INS.Below is a list of institutions.For each one,pleas

14、e indicate how much you trust that institution to do what is right.9-point scale;top 4 box,trust.General population,12-mkt avg.,and by China age and income.*Australia,Nigeria,Singapore and UAE are not included in the global average.Year-over-year changes were tested for significance using a t-test s

15、et at the 99%+confidence level.全球范圍對醫療健康企業的信任度持續下降-5ptsChange,Apr 2023 to Apr 20245873747961778818-3435-5455+LowMiddleHigh79787875726461595756555251494240 -12-16-8-21-10-6 n/a-7n/a-12-3n/a-2-2-2n/a-5-7-2-11-6-10GLOBAL 12市場年齡分布 收入分布 Distrust(1-49)Neutral(50-59)Trust(60-100)Significant change+0-In gen

16、eral,I trust healthcare companies to do what is right總體而言我信任醫療健康企業會做正確的事P.92024健康信任度中國報告十大洞察中國政府的信任度評分為87，遠高于全球平均分43，位列全球榜首，并領先于其他機構（企業、媒體和非政府組織）中國媒體健康報道信任度繼續位列全球第一，且評分和2023年持平；反觀全球范圍內，公眾對媒體健康報道的信任度急劇下降中國和全球呈現一致的下降趨勢，中國企業信任度評分雖高于全球，但較2023年下降，顯示企業與公眾期待之間存在差距中國政府中國政府在健康領域在健康領域最受公眾信任最受公眾信任中國媒體中國媒體健康信任度

17、健康信任度領先全球領先全球醫療健康醫療健康企業信任度企業信任度持續下降持續下降123P.10直面挑戰P.11In China,percent who worry about.2024 Edelman 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

18、much do you worry about each of the following?9-point scale;top 4 box,worry.Question asked of half the sample.General population,China,and by age.Ties broken by decimal.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.In China,the Chinese translation

19、 for Medical science becoming politicized or being used to support a specific political agenda was updated in 2024.This language change means the 2024 data cannot be compared to data from previous years.中國：對健康領域的主要擔憂是流行病、可及性和支付能力6968676459AnotherpandemicAccess tomedical technologyAffordabilityof car

20、eHealthmisinformationPoliticizationof medical scienceAge 18-34656668666635-54696968665455+7467655959 -5n/an/an/an/aChange,Apr 2023 to Apr 2024Significant change+0-P.12644544373622IndiaChinaS.KoreaSingapore*Australia*JapanPercent who say2024 Edelman Trust Barometer Special Report:Trust and Health.MIS

21、_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,once or twice or more.Question asked of half the sample.General population,12-mkt avg.,and by APAC countries and age.Base size is too s

22、mall to report data for aged 55+(less than n=100).全球：四成受訪者對基于錯誤信息做出的健康決定感到后悔GLOBAL 12I have regretted a health decision I made based on misinformation at least once41%Ages 18-3474444654471935-5464475337383155+n/a4333262617我曾經至少有一次后悔自己根據錯誤信息做出的健康決定P.13444743Age 18-3435-5455+Percent who say,in China20

23、24 Edelman 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,once or twice or more.Question asked of half the sample.General populatio

24、n,China,and by age.MIS_INFO_SOUR.Where did that inaccurate or misleading information come from?Pick all that apply.Question asked to those who have made a health decision they regretted based on inaccurate or misleading information(MIS_INFO_HARM/1-3).General population,China.中國：45%的受訪者被錯誤信息誤導及主要原因 我

25、被錯誤信息誤導的原因是：#1產品廣告信息#2未經醫學培訓的信息提供者45%I have regretted a health decision I made based on misinformation at least once我曾經至少有一次后悔自己根據錯誤信息做出的健康決定P.14636362616060575756555353515148462024 Edelman Trust Barometer Special Report:Trust and Health.DRV_HEA_APP.How is the application of technology to healthcare

26、 most likely to impact healthcare in the next 5 years?Pick up to two items.Question asked of half the sample.General population,12-mkt avg.Data shown is a net of attributes 2,3,5,7 and 9.*Australia,Nigeria,Singapore and UAE are not included in the global average.Six-year changes were tested for sign

27、ificance using a t-test set at the 99%+confidence level.全球：對創新技術對醫療帶來負面影響的擔憂急劇上升 +14+14n/an/a+11+6+20+30n/a-5+7n/a+16+13+10GLOBAL 12Significant change+0-55%I believe over the next 5 years technology will have a negative impact on healthcare Change,Jan 2018 to Apr 2024+8ptsPercent who say我認為在未來 5 年內技

28、術將對醫療健康產生負面影響P.15Patient interaction chatbots for medical inquiriesDrug developmentantibiotic discoveryMedical diagnosis identification of abnormalities313242323225Percent who say2024 Edelman Trust Barometer Special Report:Trust and Health.CHG_HTEC_COM.How would you characterize your feelings about

29、each of the following?5-point scale;bottom 2 box,resistant or hesitant=reject;top 2 box,enthusiastic or passionate=embrace.General population,12-mkt avg.全球：人工智能驅動醫療創新的接受度不容樂觀我反對這種創新 我支持這種創新GLOBAL 12人工智能越來越多應用于.P.16Drug developmentantibiotic discoveryPatient interactionchatbots for medical inquiriesM

30、edical diagnosisidentification of abnormalities161921444440Percent who say,in China2024 Edelman Trust Barometer Special Report:Trust and Health.CHG_HTEC_COM.How would you characterize your feelings about each of the following?5-point scale;bottom 2 box,resistant or hesitant=reject;top 2 box,enthusia

31、stic or passionate=embrace.General population,China.中國：對人工智能驅動醫療創新表示謹慎接受我反對這種創新 我支持這種創新人工智能越來越多應用于.P.17Percent who say2024 Edelman Trust Barometer Special Report:Trust and Health.CHG_HTEC_COM.How would you characterize your feelings about each of the following?5-point scale;bottom 2 box,resistant or

32、 hesitant=reject;top 2 box,enthusiastic or passionate=embrace.General population,12-mkt avg.,and APAC countries.全球大多數國家抗拒在患者互動中使用人工智能GLOBAL 122512182236384442574330282719Global 12Australia*Singapore*JapanS.KoreaIndiaChina我支持人工智能越來越多地應用于患者互動I 我反對人工智能越來越多地應用于患者互動P.18Percent trust in gene-based medicin

33、e technology2024 Edelman Trust Barometer.TEC_TRU.How much do you trust each of these technologies?9-point scale;top 4 box,trust.Question asked of half the sample.General population,28-mkt avg.全球大多數國家對基因醫學缺乏信任GLOBAL 28Distrust(1-49)Neutral(50-59)Trust(60-100)I trust gene-based medicine(mRNA vaccines,

34、gene splicing,gene therapy4556737265626157575654545151505050504846434342414141404039375011 pts less trust for gene-based medicine in developed countries我信任基因醫學(mRNA疫苗，基因，基因治療)P.192024健康信任度中國報告十大洞察公眾在健康領域的最大擔憂是下一場流行病大爆發，這體現出經歷新冠疫情肆虐后的公眾對流行病嚴重危害的高度憂慮45%受訪者表示“曾經后悔自己根據錯誤信息做出的健康決定”，錯誤信息的主要來源是產品廣告和未經醫學培訓的

35、信息提供者盡管全球范圍對創新技術對醫療帶來負面影響的擔憂急劇上升，但中國受訪者卻表現出對創新技術的謹慎接受中國受訪者支持AI應用于醫療健康的占比位列全球第一；70%的中國受訪者表示“信任基因醫學”，而全球平均值僅為50%流行病大爆發流行病大爆發位列公眾健康位列公眾健康憂慮之首憂慮之首錯誤健康信息錯誤健康信息是公眾健康是公眾健康的主要障礙的主要障礙對創新技術對創新技術醫療領域應用醫療領域應用謹慎接受謹慎接受AI和基因醫學和基因醫學信任度信任度領先全球領先全球4567P.20持續賦能P.21認同“我希望以下方面能在確保我盡可能健康的過程中發揮重要或巨大作用”的比例2024 Edelman Trus

36、t Barometer Special Report:Trust and Health.HEA_RSP.How big a role do you expect each of the following to play in making sure you are as healthy as possible?5-point scale;top 2 box,large or very large role.General population,12-mkt avg.,and by APAC countries.“My employer”only shown to those who are

37、an employee of an organization(Q43/1).Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.全球：個人和醫生承擔更多健康責任，機構責任逐漸降低Change,Apr 2023 to Apr 2024*AustraliaChinaIndiaJapan*SingaporeS.KoreaMyself887784748784My primary care provider767182707480Government42727

38、4337158My employer265363313625Business175052302923NGOs184152192822Media18455223333131323341507985+8+10-6-9-9-9-4GLOBAL 12Significant change+0-P.22Percent who say,in China中國：個人對健康負有最大責任，政府和醫生也非常重要Change,Apr 2023 to Apr 2024MyselfMy primary care providerGovernmentMy employerBusinessMediaNGOs4145505372

39、7177+9+3+6-4-9-10-9I expect each to play a big or huge role in making sure I am as healthy as possibleSignificant change+0-2024 Edelman Trust Barometer Special Report:Trust and Health.HEA_RSP.How big a role do you expect each of the following to play in making sure you are as healthy as possible?5-p

40、oint scale;top 2 box,large or very large role.General population,China.“My employer”only shown to those who are an employee of an organization(Q43/1).Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.我希望以下方面能在確保我盡可能健康的過程中發揮重要或巨大作用P.23Percent who say20

41、24 Edelman Trust Barometer Special Report:Trust and Health.PHEA_INF_PEP.Below is a list of people.Which of them would you say have the greatest influence on shaping your opinions regarding policies,regulations,and laws designed to protect the health of the public and govern the way healthcare is run

42、 in this country?Pick up to three items.Question asked of half the sample.General population,12-mkt avg.,and by APAC country.全球：醫生在影響衛生政策方面扮演重要角色GLOBAL 12My opinions on public health policiesare most influenced by49372922My primary careproviderMedical scientists,health expertsNational healthauthorit

43、iesGlobal healthauthoritiesAustralia*56362416China20334324India48323129Japan50453120Singapore*44274626S.Korea39455632我認為公共衛生政策受到以下因素影響最大P.2443332420National healthauthoritiesMedical scientists,health expertsGlobal healthauthoritiesMy primary careproviderPercent who say,in China2024 Edelman Trust Bar

44、ometer Special Report:Trust and Health.PHEA_INF_PEP.Below is a list of people.Which of them would you say have the greatest influence on shaping your opinions regarding policies,regulations,and laws designed to protect the health of the public and govern the way healthcare is run in this country?Pic

45、k up to three items.Question asked of half the sample.General population,China.中國：公共衛生政策受政府部門影響最大My opinions on public health policiesare most influenced by我認為公共衛生政策受到以下因素影響最大P.25*AustraliaChinaIndiaJapan*SingaporeS.KoreaCost(net)Healthy options cost too muchCannot afford good healthcareCannot affor

46、d treatments507877447068Information(net)Contradictory expert adviceChanging health recommendations Lack of information427981326165Access(net)Difficulty accessing healthcare services Lack of institutional support36666629425762585185%受訪者認為自己目前實際健康狀況與應有的健康狀況之間存在差距2024 Edelman Trust Barometer Special Re

47、port:Trust and Health.HEA_BAR.How big a role does each of the following have in keeping you from closing the gap between how well you currently are taking care of your health and how well you should ideally be taking care of your health?5-point scale;top 2 box,large or very large role.Question asked

48、 of those who said there is a gap between how well they are currently taking care of their health vs.how well they should be(HEA_GAP/2-5).General population,12-mkt avg.,and by APAC countries.“Cost”is a net of attributes 1-3;“Information”is a net of attributes 4-6;“Access”is a net of attributes 8 and

49、 15.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.全球：改善健康的主要障礙是費用、信息、可及性Change,Apr 2023 to Apr 2024GLOBAL 12Significant change+0-This plays a large role in preventing me from taking better care of my health+8+4+6以下因素很大程度上阻礙了我改善自己的健康P.26在中國 84%受訪者認

50、為自己目前實際健康狀況與應有的健康狀況之間存在差距2024 Edelman Trust Barometer Special Report:Trust and Health.HEA_BAR.How big a role does each of the following have in keeping you from closing the gap between how well you currently are taking care of your health and how well you should ideally be taking care of your health

51、?5-point scale;top 2 box,large or very large role.Question asked of those who said there is a gap between how well they are currently taking care of their health vs.how well they should be(HEA_GAP/2-5).General population,China.“Cost”is a net of attributes 1-3;“Information”is a net of attributes 4-6;

52、“Access”is a net of attributes 8 and 15.Year-over-year changes were tested for significance using a t-test set at the 99%+confidence level.中國：改善健康的主要障礙是信息、費用、可及性Information(net)Contradictory expert advice Changing health recommendations Lack of informationCost(net)Healthy options cost too much Canno

53、t afford good healthcare Cannot afford treatments79%78%Access(net)Difficulty accessing healthcare services Lack of institutional support66%-1pts-5pts-6ptsChange,Apr 2023 to Apr 2024Significant change+0-This plays a large role in preventing me from taking better care of my health 以下因素很大程度上阻礙了我改善自己的健康

54、P.272024健康信任度中國報告十大洞察77%中國受訪者表示“個人對健康負有最大責任”，較2023年提高了9個百分點，這一結果和上升趨勢與全球保持一致。這體現出越來越多國人認同“公民是自己健康第一責任人”的理念84%受訪者認為自己實際健康狀況與應有的健康狀況之間存在差距，而改善健康的主要障礙是信息、費用、可及性。政府、醫生和企業都應在提高健康水平中扮演重要角色。錯誤健康信息是影響公眾健康的主要障礙，與此同時獲取正確健康信息也是公眾改善健康水平的首要期待。企業在提供基于科學和詢證的高質量健康信息方面大有可為。個人是健康個人是健康第一責任人第一責任人期待改善期待改善健康水平健康水平健康信息健康信

55、息質量質量至關重要至關重要8910P.281責任責任企業應正視信任度持續下降這一挑戰，通過“正確的方式做正確的事”，以滿足公眾日益提高的健康需求，贏得公眾信任3賦能賦能公眾認同“我的健康我做主”，患者群體影響力不斷增強，企業應成為健康信息的可靠來源，幫助公眾提高自我健康管理能力4創新創新創新是醫療健康行業的基石，企業應向公眾闡明創新的科學原理、倫理規范和潛在獲益，以降低公眾對創新的擔憂2合作合作政府、醫生和媒體在推動健康事業發展中的作用至關重要，企業應呼應政府議題，成為解決健康關鍵問題的合作者和催化劑2024健康信任度中國報告對醫療健康企業的四項建議第 29頁張潔副總裁，醫療健康整合傳播，愛德曼中國仲佳偉高級副總裁，企業傳播與聲譽管理，愛德曼中國杜悅蕓高級副總裁，企業傳播與聲譽管理，愛德曼中國共同探討信任相關話題，歡迎聯絡：