Empowering knowledge dissemination: a 5A model for health professionals in IVF health communication through short videos

Background Patients increasingly rely on social media for IVF-related information; however, the quality of such content remains suboptimal. Health professionals who receive systematic medical education possess disciplinary knowledge that supports the production of accurate health communication. Engaging in health communication can strengthen their ability to translate specialized knowledge into accessible language, a skill that also connects with the competence of continuing medical education. Objectives This study aimed to evaluate IVF-related short videos on Douyin and to propose a practical model, 5A, to help health professionals create effective health communication videos. Methods A total of 137 IVF-related short videos were evaluated using the DISCERN instrument and a sharing engagement index. Multivariable linear regression and Beta regression models were used to identify factors associated with video quality and dissemination efficiency, respectively. Stratified analyses and Spearman’s correlations were further conducted to examine variable distributions and inter-index associations. Additionally, semi-structured interviews with eight stakeholders were conducted to identify production barriers. The findings were integrated to construct the 5A model, a practical instructional model for health education. Results The mean DISCERN score was 43.30 (SD: 7.87). A multivariable analysis revealed that longer video duration β = 2.70, 95% CI: (0.46, 4.94) and no name tag β = −3.60, 95% CI: (−6.17, −1.02) were significantly associated with DISCERN scores. Beta regression models revealed that video duration OR = 1.30, 95% CI: (1.07, 1.57) and follower count OR = 1.07, 95% CI: (1.03, 1.11) were significantly associated with the sharing engagement index. Additionally, the sharing engagement index showed a weak positive correlation with DISCERN scores ( r s = 0.2, p = 0.017). Qualitative analysis identified five themes: content quality, language expression, filming presentation, editing production, and speaker characteristics. Based on the results, the 5A model was proposed, consisting of accessibility of language, adaptation of setting, authorization of physicians, attractiveness of content, and appeal of editing. Conclusion Although algorithms play a role in dissemination, high-quality professional content remains essential for effective dissemination. This study advocates for integrating communication skills into medical health, highlighting the fact that health communication is a teachable competency. The 5A Model offers an actionable framework that enables health professionals to address the training gap to be effective public educators.