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]

Core Viewpoint - The rise of "doctors in short videos" has become a significant channel for the public to access health knowledge, with a large percentage of viewers engaging with health-related content on social media platforms [3][4]. Group 1: The Operation of Doctor Video Accounts - Many doctors create content for short video platforms during their spare time, often supported by teams or companies that handle the operational aspects [7][8]. - A report indicated that 22.4% of doctor accounts have over 100,000 followers, with certain health topics becoming central to attracting views [7]. - Some doctors operate their accounts independently, while others rely on external companies for content creation and management, which can lead to concerns about the authenticity of the information shared [9][10]. Group 2: Monetization Strategies for Doctors - Doctors can monetize their presence on social media through online consultations, which can convert follower engagement into revenue [12][14]. - The integration of doctor accounts with internet hospital services allows for direct patient engagement, increasing both visibility and potential income for healthcare providers [15][16]. Group 3: Challenges and Issues in Health Education - The increasing popularity of health-related short videos has led to a proliferation of low-quality or misleading content, raising concerns about the credibility of medical information [18][19]. - Some doctors have strayed from their professional focus, engaging in sensationalism or promoting products that may not align with ethical medical practices [20][21]. - Regulatory bodies are beginning to impose stricter guidelines to ensure that health education remains credible and beneficial to the public [22][24].

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]