Special Report: Trust and Health in China
2025
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 +/- percentage points (n=15,009)
Country-specific data margin of error: General population +/- percentage points
Margin of error is 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
调查时间: 2025年3月4日-14日
16 16,000+
国家 受访者
1,000+/-
每个国家平均受访者*
Australia
Brazil
Canada
China
France
Germany
India
Indonesia**
Japan
Mexico
Singapore
S. Africa
S. Korea
UAE
UK
.
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.
Data collected is representative of the general population across age, gender, region and ethnicity/nationality (where applicable) within each country.
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。
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。
.
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. 5
2025 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. General 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.
61 57
51 51 48
42 40 40 37 37 37 36
30 29
17
-12 +1 -6 -3 +4 -5 +2 -4
15
-2
Percent who say
全球公众的自我健康评估低于疫情期间
GLOBAL 9 Significant change- 0 +
38
42
36 35
2022 2025
Change,
2022 to 2025
-3
pts
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. 6
Percent 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。
54
45
59
61
2022 2025
GLOBAL 8
80 79 78 76
68 68 64 61 61 61 60 60 58 57 56 52
Change,
2022 to 2025
+7
pts
Significant change- 0 +
+5 +4 +12 +8 +5 +4 +13 +10
2025 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 much
do you worry about each of the following? 9-point scale; top 4 box, worried. Question asked of 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 were 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 say
2025 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 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、非政府组织的行为
损害了我获得优质医疗服务的能力。
69
63 61 60 59 58 57
52 52 50
37 36
30 28
18
50%
中国受访者对机构的
健康信任领先全球
46
P. 8
74 79 78 76 76
62
82 90
Men Women 18-34 35-54 55+ Low Middle High
Percent who say
中国媒体健康信任度持续领先全球
Gender | Age | Income
GLOBAL 12
Distrust Neutral
(1-49) (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。
57
50
43 44
2019 2023 2024 2025
2025 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, trust. 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 the 99%+ confidence level.
Change,
Jan 2019 to March 2025
-13
pts
Significant change+0-
77 71 63 59 54 48 46 44 41 38 37 36 36 35 34 31
0 -13 -7 -9 -16 -13 -15 -19 -17 -18 -10 -11 -12 -16 -16 -14
Market
P. 9
Percent who say, in China
中国政府在健康领域最受公众信任
Distrust Neutral
(1-49) (50-59)
Trust
(60-100)
+0-
81
75
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 2025
Government Business Media NGOs
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-related
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 level.
-8 -13
72
-8
62
-22
Significant change
机构健康信任度的下降趋势值得关注
P. 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
87 85 84
77 75 74
67
My friends
and family
My doctor Government
leaders
My CEO Healthcare
CEOs
Journalists Heads of
health NGOs
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 trust 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. “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. 12
Percent who say, in China
健康决策：我的亲朋好友和医生最有影响力
Age 18-34 35-54 55+
My friends and family 75 67 81 76
My doctor 75 70 84 68
Medical scientists and health experts 72 64 79 71
People with similar health conditions as me 57 56 59 55
Content creators without medical training 38 39 41 35
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 following 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. 13
专业学术背景并非成为健康权威的唯一资质
Percent who say, in China
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 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.
P. 14
45 49 44 42
China Age 18-34 35-54 55+
+18 +20 +18 +17
48 52 49
43
China Age 18-34 35-54 55+
Friends or family Social media
在过去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 2025
Change,
2024 to 2025
Percent 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-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. 16
Percent 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 +
82
72
87 85
China Age 18-34 35-54 55+
78
68
85
78
China Age 18-34 35-54 55+
找到可靠的健康信息 辨别医学建议的好坏
0 -2 +2 0 0 -4 +4 -3
Change,
2024 to 2025
Change,
2024 to 2025
2025 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 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 China
62%
68 69
Age 18-34 35-54 55+
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 +
+3
pts
Change,
2024 to 2025
47
-12 +9 +10
2025 Edelman Trust Barometer Special Report: Trust and Health. HEA_AGR. Please indicate how much you agree or disagree 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. 18
80 77
82 80
China 18-34 35-54 55+
72
65
71
79
China 18-34 35-54 55+
76 71 74
84
China 18-34 35-54 55+
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 2025
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 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. 19
68
62
67
74
China 18-34 35-54 55+
69
62 66
79
China 18-34 35-54 55+
Percent 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
75 72 74
78
China 18-34 35-54 55+
+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 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.
Significant change- 0 + Change, 2024 to 2025
P. 20
我已经或将要对我的孩子…
不接种疫苗
接种部分疫苗
接种全部疫苗
6
2 5
48
43
48
52
38
31
11
45
36
China Age 18-34 35-54 55+
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, tetanus, 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 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 half the sample. General population, 15-mkt avg., among 18–34-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…
33 32
29
34 34
19
25
35
42 42
Social media Others' personal
experiences
Government and
public health
authorities
My healthcare
providers
Scientific evidence
found online
+14pts -6pts+7pts -8pts -8ptsGap, some vs. all vaccines
接种部分疫苗
接种全部疫苗
P. 22
超半数受访者对基于错误信息做出的健康决定感到后悔
Percent who say, in China
55 54 57
Age 18-34 35-54 55+
5 %
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5
用户生成的内容 49
健康相关网站 31
产品推广信息 28
2025 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, yes. Question asked of half the sample. General population, 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 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. 24
73
80 78
72
80 79
18-34 35-54 55+ Low Middle High
理解：健康权威基于对受众群体需求的洞察
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 | Income
77%
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 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. 25
69
85
77
Age 18-34 35-54 55+
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
64
78 77
Age 18-34 35-54 55+
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 trust 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
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
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
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 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 been broken by decimal.
P. 27
3次以上
2-3次
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 China
如果我看到这条健康信息被
多次重复，我才会相信
17 14 12 8 9
42
40 42
32 28
41
44 44
56
52
100 98 98 96
89
National health
authorities
Global health
authorities
Local health
authorities
Social media Podcasts
2025 Edelman Trust Barometer Special Report: Trust and 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, 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. 28
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。
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”。
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 Battle
1 2 3
直面挑战 洞察需求 可靠来源
