Objective To construct a scientific and effective evaluation indicator system applicable to institutions at all levels involved in health communication in China, including but not limited to medical and health departments, science popularization departments, media, and universities, to promote the standardization and effectiveness of health communication.

Methods Based on the "input-process-output" model and Lasswell′s "5W" communication model, an initial indicator framework was established. The Delphi method was used to invite 14 experts to screen and optimize the evaluation indicators, and the analytic hierarchy process was used to determine the indicator weights.

Results The questionnaire recovery rate for both rounds was 100%. The expert familiarity was 0.89, the judgment coefficient was 0.94, and the expert authority coefficient was 0.91. The coefficients of variation for both rounds of consultation were < 0.3, and the overall coordination coefficients were 0.222 and 0.268, respectively (both P < 0.001). The final indicator system includes three first-level indicators, covering input, process, and output; 12 second-level indicators, covering communication subjects, communication objects, communication channels, and other elements; and 38 third-level indicators, covering annual budget, work plan, characteristic intellectual property (IP), awards, and other aspects. The weights of the first-level indicators ranged from 0.063 to 0.562, the second-level indicators from 0.043 to 0.600, and the third-level indicators from 0.001 to 0.171.

Conclusions This indicator system covers the core elements of health communication work and can more reasonably evaluate the health communication work of institutions, improving the pertinence and effectiveness of health communication.