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In this research, an empirical investigation is made to analyze the operation mode, effect, and feedback of digital health communication, which is based on China’s new media, and the result shows that: firstly, although the common new media’s means of communication are diverse and the profit mode is varied, traditional means such as articles and videos still prevail. Yet, new media has a heavy dependence on the profit mode based on network advertising and online shopping, while the operation mode profiting by outputting high-quality content requires a further improvement; secondly, on the whole, no obvious difference is found in the effect of communication between people of different ages and genders, but the main difference is observed between people having health problems and those not. If an in-depth analysis is respectively conducted for different kinds of new media, some specific differences can be found in the communication effect; thirdly, although many audiences may concern about the risks brought by new media’s credibility and commercial factors, commercial operation in a standardized way is acceptable to a large number of audiences. Therefore, effort shall be made to propel the development of new media-based health communication from such perspectives as optimizing the operation mode, deepening the user research and regulating the commercial operation, etc.

New Media-based Health Communication in China-An empirical investigation aimed at innovation of new media