打着科普旗号卖产品，别让医疗科普变味

Core Viewpoint - The rise of medical popularization on short video and live streaming platforms has led to both positive and negative outcomes, with a need for regulation to ensure accurate and reliable health information [1][2]. Group 1: Current Situation of Medical Popularization - An increasing number of doctors are engaging in online medical popularization, which has significantly contributed to improving public health literacy and promoting preventive healthcare [1]. - However, some individuals misuse the guise of medical popularization to sell drugs and medical devices, potentially misleading the public and harming health [1]. - Regulatory bodies, including the Central Cyberspace Affairs Commission and the National Health Commission, have issued guidelines to establish clear boundaries for medical advertising and health popularization [1]. Group 2: Demand and Quality of Medical Popularization - There is a substantial public demand for medical popularization, with 92.1% of 1.074 billion online viewers having encountered health content on short video platforms, and 63% regularly following health accounts [2]. - Despite the demand, the supply of quality medical popularization content remains insufficient, with only 31.87% of the population having a good health literacy level as of 2024 [2]. - Medical institutions are encouraged to integrate health popularization into performance evaluations and promotions to motivate healthcare professionals to participate actively [2]. Group 3: Enhancing Medical Popularization - Effective medical popularization should not only focus on quantity and quality but also on making information understandable and applicable to the public [3]. - Innovative formats, such as micro-dramas and talk shows, can help convey medical knowledge in a more engaging manner, thus extending health knowledge beyond clinical settings [3]. - The goal of medical popularization should evolve from merely transferring knowledge to fostering a deeper understanding of medical methods and thinking among the public [3].