Core Insights - The rise of "doctors in short videos" has become a significant channel for the public to access health knowledge, with 92.1% of 1.074 billion online viewers having encountered health content through short video platforms [2][4] - Many doctors are utilizing their spare time to create content, while some are supported by companies that specialize in managing doctor IPs, allowing doctors to focus solely on appearing in videos [2][5] - The health content ecosystem on social media is evolving, with a notable focus on respiratory diseases, which have become a "traffic center" in the algorithm-driven environment [4][6] Doctor Video Account Operations - A report indicated that 22.4% of doctor accounts have over 100,000 followers, and 3.9% exceed 1 million followers [4] - Some doctors manage their accounts independently, while others rely on external companies for content creation and management [5][6] - These companies offer comprehensive services, including content planning, video production, and account management, charging around 16,000 yuan per month [6][8] Monetization Strategies - Doctors can monetize their presence through online consultations, which serve as a form of knowledge payment, allowing for more precise medical advice [9][10] - The integration of doctor accounts with internet hospital services is becoming more common, facilitating patient appointments and consultations directly through social media platforms [10][11] - Revenue streams for doctors include video creation subsidies, multi-site practice conversions, and paid consultations during live streams [10][11] Regulatory and Ethical Concerns - The rise of health content has led to issues such as content homogenization and the potential for misinformation, with some doctors straying from professional standards [12][13] - Regulatory bodies are increasing oversight of medical content on social media, emphasizing the need for accurate and responsible health communication [16][17] - There are concerns about the ethical implications of doctors using their professional status for personal gain, with calls for stricter regulations to protect public trust in medical information [17][18]

2025.09. 25 《中国网络视听发展研究报告（2024）》显示，在全国10.74亿网络视听观众中，92.1%曾通过短视 频平台接触健康科普内容，其中63%的观众已养成定期关注健康科普账号的习惯。 本文字数：5003，阅读时长大约8分钟 打开小红书、抖音等平台，搜索带"医生"称呼的用户，有大量的搜索结果，粉丝数量少则数千，多则 数百万。 但是，医生要坐诊、做手术、做科研，公立大医院的医生更是忙碌，怎么还有拍短视频的时间和精 力？这是不少网友的疑问。 作者 | 第一财经 钱童心、冯小芯 封图 | AI生成 "短视频里的医生"已成为大众接触健康知识的重要渠道。 图片来源：AI生成 谁在运作医生视频账号 今年6月，由复旦大学新闻学院传播与数据科学实验室等机构完成的《数智时代中国医生健康科普评 价报告》（第二期）（下称"《报告》"）显示，研究涉及的在社交媒体平台上1.47万个账户所发布的 超过15万个视频中，有22.4%的账号粉丝数量超过10万，3.9%的账号粉丝数量超过100万。 《报告》还提到，在医生健康科普的内容生态中， 肺结节、肺癌等呼吸系统疾病构成肺健康话题 ， 成为算法时代的"流量中心"。 一位拥有近 ...

Core Insights - The report highlights the urgent need for improvement in the content, expression, regulation, and collaborative governance of health science popularization by doctors in the digital intelligence era [1][2] Group 1: Current State and Characteristics - The report analyzes over 150,000 health science short videos on social media platforms from 2023 to 2024, revealing a systematic ecosystem of knowledge sharing and dissemination by doctors [1] - Topics related to respiratory diseases, such as lung nodules and lung cancer, have become the "traffic center" in the content ecology of doctor-led health science communication [1] - The evolution of disease topics in health science videos has shifted from mere "disease name display" to a more refined structure of "disease differentiation and knowledge precision," emphasizing clear terminology, structured mapping, and user-friendly expression [1] Group 2: Challenges and Issues - The report identifies a trend of homogenization and templating in doctor short video content, with repetitive topics, visuals, and rigid expression structures limiting the effectiveness of health science communication in aiding personalized public decision-making [2] - The integration of AI in health science communication has introduced issues such as the "uncanny valley effect," skepticism towards the authenticity of doctor accounts, and the potential for "AI doctor impersonation," which threatens the trust relationships in health science communication [2] - Some doctor accounts have deviated from professional medical science communication, resorting to "borderline," "vulgar," and "curiosity-driven" content, which blurs the lines between medicine and entertainment, undermining public trust in medical knowledge and the authority of doctors [2]