“李鬼医生”慌了？

Core Viewpoint - The rise of "fake doctors" in the medical science communication space is driven by the flow economy, leading to the dissemination of misleading health information and products [1][2] Group 1: Industry Challenges - The prevalence of unqualified accounts and misleading medical advice on short video platforms has raised concerns about the authenticity and professionalism of health communication [1] - A significant portion of the audience, 92.1% of 1.074 billion online viewers, has encountered health science content through short videos, indicating a large market that attracts opportunistic behavior [2] Group 2: Regulatory Response - The new regulations introduced by the Central Cyberspace Administration and other departments aim to standardize medical science communication by enforcing qualification verification, content labeling, and advertising separation [3] - The regulations require platforms to verify the qualifications of medical accounts and ensure the authenticity of their certification materials, prohibiting unqualified accounts from producing professional medical content [3] Group 3: Opportunities and Challenges for Professionals - The new regulations present an opportunity for qualified medical professionals to gain "trust dividends" as they can establish personal brands more easily with verified credentials [4] - However, the challenges include the increased time required for content creation due to mandatory source labeling and the need to balance scientific rigor with engaging content in a fast-paced media environment [5] - The prohibition of disguised advertising poses a challenge for sustainable monetization of medical self-media, necessitating new strategies for revenue generation [5]