中国健康产业视听传播研究报告（2024）

Investment Rating - The report does not explicitly provide an investment rating for the health industry. Core Insights - The audiovisual communication in China's health industry is evolving rapidly, driven by government policies and technological advancements, which enhance public health awareness and knowledge dissemination [3][4][12]. Summary by Sections Background and Policies - The Chinese government has prioritized health development through various policies, including the "Healthy China 2030" initiative and the "14th Five-Year Plan" for universal medical security, aiming to improve health services and promote healthy lifestyles [5][6]. Trends in Health Industry Policies - Recent policies focus on enhancing healthcare services, integrating traditional Chinese medicine, and promoting digital health solutions, reflecting a comprehensive approach to health management [7][8]. Audiovisual Communication Landscape - The health industry's information dissemination channels include government media, traditional media, and social media platforms, creating a multidimensional communication network [8][10]. Global Health Communication Initiatives - Countries worldwide are leveraging digital channels to share personalized health information, enhancing public health literacy through interactive media [9][10]. Integration of Health and Audiovisual Industries - The "big health + big audiovisual" model is emerging, with the audiovisual sector becoming a crucial link in the health industry's growth, supported by innovations in digital technology [12][14]. Key Themes in Health Audiovisual Communication - Major themes include public health events, healthcare policy reforms, the portrayal of healthcare professionals, and the promotion of traditional Chinese medicine, which are increasingly represented in films and television [17][18][19]. Audience Engagement and Trust - The report highlights the importance of audience engagement through interactive content and the need for trust in health information sources, with traditional media maintaining higher credibility among the public [45][47]. Public Health Hot Topics - The public's top health concerns for 2023 include infectious diseases, healthcare corruption, youth mental health, and food safety, indicating a strong interest in pressing health issues [53][54]. Future Directions - The health industry's audiovisual communication is expected to evolve with advancements in technology, including AR, VR, and AI, leading to more personalized and interactive health content [88][90].