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 - Short video platforms have become a significant channel for the public to access health knowledge, with a high percentage of viewers engaging with health-related content [1][3]. Group 1: Popularity and Engagement - 92.1% of 1.074 billion online viewers have encountered health science content through short video platforms, and 63% have developed a habit of regularly following health accounts [1]. - There are numerous accounts of doctors on platforms like Xiaohongshu and Douyin, with follower counts ranging from thousands to millions [1][3]. - A report indicates that 22.4% of the analyzed 14,700 accounts have over 100,000 followers, and 3.9% exceed 1 million followers [3]. Group 2: Content Creation and Management - Many doctors manage their accounts personally, while some collaborate with operational companies that handle content creation, allowing doctors to focus on their medical duties [1][4]. - Some operational companies provide comprehensive services for doctors, including content planning, filming, and editing, allowing doctors to maintain a presence without dedicating extensive time [4][5]. - The operational model typically involves a five-month collaboration, producing around 100 videos, with service fees around 16,000 yuan per month [5]. Group 3: Monetization and Benefits - Doctors can monetize their presence through online consultations, which can convert follower engagement into patient interactions, benefiting both parties [8][9]. - The integration of short video accounts with internet hospital services allows for direct patient bookings and consultations, enhancing the doctor's reach and income [9]. - Revenue streams for doctors include video platform subsidies, multi-point practice conversions, and paid consultations during live streams [8]. Group 4: Challenges and Issues - The rise of health science videos has led to content homogenization and the emergence of low-quality or misleading information [11]. - Some doctors have been reported to engage in unethical practices, such as selling medications or promoting dubious products under the guise of health education [11][12]. - The pressure to create content has led some doctors to stray from their specialties or engage in sensationalism to attract views [13][14]. Group 5: Regulatory Environment - Regulatory bodies are increasing oversight of medical content on social media to ensure compliance and protect public trust [15][17]. - Recent regulations aim to standardize the behavior of medical professionals on social media, prohibiting the misuse of their authority for commercial gain [16][17]. - Hospitals are generally supportive of doctors engaging in health education online, provided that they do not actively direct patients to paid services [10].

Core Viewpoint - The article highlights the growing concern over the phenomenon of "internet celebrity doctors," emphasizing the need for regulation and the establishment of a trustworthy medical information ecosystem [1][4]. Group 1: Issues with Internet Celebrity Doctors - The rise of "internet celebrity doctors" is linked to the increasing demand for health knowledge among the public, coupled with a lack of media literacy and regulatory gaps on short video and live streaming platforms [4][5]. - Some "internet celebrity doctors" exploit this demand by creating misleading content, using anxiety-inducing tactics to attract attention, and promoting unverified treatments or high-priced products [3][4]. - The operational mechanism of these "internet celebrity doctors" includes fabricating medical expertise, creating false cases, and directing traffic to questionable medical institutions, ultimately leading to potential harm for patients [3][5]. Group 2: Proposed Solutions - Addressing the issue requires a multi-faceted approach involving various stakeholders, including stricter platform regulations, enhanced verification of medical qualifications, and accountability for misleading practices [5][6]. - Medical professionals are urged to adhere to ethical standards and prioritize patient health, while the public should improve their ability to discern credible health information [5][6]. Group 3: Positive Examples of Medical Influencers - The article also mentions genuine "internet celebrity doctors" who effectively disseminate accurate medical knowledge through engaging and accessible formats, thereby enhancing public understanding of health issues [7][9]. - Notable figures include Professor Chen Wei, who focuses on scientific weight loss knowledge, and Dr. Li He, who emphasizes cardiovascular health, both of whom have garnered significant followings for their educational content [9][10][15]. - The presence of trustworthy "internet celebrity doctors" is essential to counteract the influence of misleading information and to promote a healthier public discourse around medical topics [19].

Core Viewpoint - The National Health Commission of China is intensifying efforts to regulate the chaos surrounding online health education, particularly concerning "internet celebrity doctors" who exploit medical knowledge for profit [1][2][3] Group 1: Current Trends in Online Health Education - Medical health education has become a popular topic on major online platforms, especially short video platforms, where many doctors are using live streaming and short videos to disseminate health knowledge [1] - The rise of "internet celebrity doctors" has led to concerns about the authenticity of medical information, as some are using their platforms primarily for profit rather than genuine education [2][3] Group 2: Ethical Concerns and Responsibilities - There are significant ethical issues arising from the actions of some "internet celebrity doctors," including the dissemination of false information and the violation of medical ethics, which can mislead the public [2][3] - Medical professionals are urged to maintain their integrity and reject scripts from fake production teams that promote misleading content [3] Group 3: Regulatory Measures and Recommendations - The National Health Commission, along with other relevant departments, is called to enhance supervision and regulation of false medical content and to hold all parties accountable, including doctors, medical institutions, and online platforms [3][4] - There is a need for improved content review processes on online platforms to combat the spread of misleading health information and to promote high-quality medical education [4]

Core Viewpoint - The National Health Commission emphasizes the need for public caution regarding "internet celebrity doctors," who may misuse their authority for profit, while also recognizing the potential value of this group in disseminating health knowledge [1][2][4] Group 1: Current Issues with "Internet Celebrity Doctors" - Many "internet celebrity doctors" exploit their popularity for profit, engaging in practices such as misleading online consultations and selling overpriced medications under the guise of health education [1][2] - Some of these doctors gain fame not through their expertise but through the manipulation of their online presence by teams that may not involve the doctors themselves, leading to potential risks for patients [1][3] - The current situation highlights a significant problem in internet medical education, necessitating public awareness and caution against misleading information [1][4] Group 2: The Value of Online Medical Education - Despite the issues, the role of "internet celebrity doctors" in health education is acknowledged, as they can effectively reach a wider audience compared to traditional methods [2][3] - The revised Medical Practitioners Law emphasizes the obligation of doctors to educate both patients and the public, indicating a shift towards utilizing digital platforms for health guidance [2][3] - Self-media platforms can enhance the efficiency of medical knowledge dissemination, allowing for better interaction between doctors and patients [2][3] Group 3: Future Potential and Regulatory Needs - The integration of technologies like 5G and AI in online medical education could enhance the quality and accessibility of remote consultations and health guidance [3] - To address the current issues, there is a call for stricter regulations, including qualification checks for "internet celebrity doctors" and the establishment of a real-name verification system [3] - The industry must balance the need for regulation with support for doctors who provide quality content, ensuring that the ecosystem remains trustworthy and beneficial for public health [3][4]