11月25日10:00至11:00，中国人民解放军总医院第一医学中心肝胆胰外科医学部主任医师吕文平将 做客"人民好医生"客户端直播间，与大家分享胆囊癌防治相关的科普知识。 胆囊作为人体消化系统的重要器官，其健康状态直接影响着我们的生活质量。然而，胆囊结石、慢 性炎症等常见问题，可能因长期忽视而演变为严重的癌变风险。许多患者直到出现腹痛、黄疸才就医， 此时往往已错过最佳治疗时机。根据临床医学研究，早期识别高危信号、科学干预病变进程，是阻断胆 囊癌变的关键。胆囊癌变的预警信号是什么？该如何科学预防、阻断癌变之路？ 专家简介： 直播在人民好医生App进行，请扫描二维码下载或在苹果市场、安卓市场搜索"人民好医生"。 二、关注人民健康公众微信号（微信号：rmwjkpd），右下角点击健康互动 "下载人民好医生 App"，下载后进入客户端收看。 重要提示：人民好医生客户端只提供疾病科普，不做具体诊断和开处方。若身体不适请及时就医。 如何收看直播： 一、下载人民好医生App，进入"名医直播"栏目进行收看。 更多贴心易懂的健康科普，三甲名医直播互动，请关注人民好医生APP 吕文平，解放军总医院第一医学中心肝胆胰外科医学部主任医 ...

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 rise of medical popularization on short video and live streaming platforms has led to both positive and negative outcomes, with some individuals misusing the platform for selling drugs and medical devices under the guise of health education [1][2] - Regulatory bodies in China have begun to implement guidelines to standardize medical popularization practices, aiming to protect public health and ensure accurate information dissemination [1][2] Group 1: Demand and Supply of Medical Popularization - There is a significant demand for medical popularization content, with 92.1% of 1.074 billion online viewers having encountered health-related content on short video platforms, and 63% of them regularly following health accounts [2] - Despite the demand, the supply of quality medical popularization content remains insufficient, with the national health literacy level projected to be only 31.87% in 2024, highlighting a considerable gap in health knowledge [2][3] Group 2: Professional Involvement and Innovation - Medical professionals are crucial for effective health education, and initiatives in places like Shanghai and Gansu are encouraging their participation by integrating health education into professional evaluations [2] - Innovative formats such as micro-dramas and stage plays are being utilized to make medical knowledge more accessible and engaging for the public, thereby enhancing understanding and retention [3] Group 3: Goals of Medical Popularization - The objective of medical popularization should extend beyond merely conveying information to fostering a deeper understanding of medical concepts and encouraging proactive health exploration among the public [3] - By promoting high-quality and authoritative health education, the industry can combat misinformation and improve overall societal health literacy, contributing to the broader goal of building a healthier China [3]

Core Points - The first national science popularization month event was held by the National Children's Medical Center Beijing Children's Hospital and Beijing Jing Shan School, providing an immersive interactive experience for approximately 150 students [1][2] - The event featured eight thematic areas with 21 interactive experience games, including health knowledge related to nutrition, mental health, and emergency response [2] - The Beijing Children's Hospital donated a series of popular science books titled "Children's Health Helper," addressing 3,236 common concerns of parents regarding children's growth and development [2] Group 1 - The event included various interactive activities such as plaque detection, heart rate measurement, and psychological health AI robot interactions [2] - Over 100 science popularization events are organized annually by Beijing Children's Hospital, with more than 20 events specifically targeting schools [2] - The event received funding from the Beijing Science and Technology Association for a special science popularization project in 2025 [2]

Core Insights - The 28th Annual Academic Conference of the Chinese Society of Clinical Oncology (CSCO) was held in Jinan, Shandong, where experts shared cutting-edge research and clinical experiences in oncology [1][4] - The "2025 People's Good Doctor Cancer Prevention and Treatment Science Popularization Action" exhibition was launched, focusing on cancer prevention and treatment [3][5] Group 1: Cancer Prevention Strategies - The core strategy for cancer prevention is the "three-level prevention," which requires tailored science popularization strategies for different populations [4] - For the general public, the focus should be on cultivating healthy lifestyles, such as balanced diets, regular exercise, and avoiding smoking and excessive drinking [4] - High-risk groups require targeted early screening education, explaining risk factors, early symptoms, and screening methods to promote early diagnosis and treatment [4] Group 2: Role of Healthcare Professionals - Multidisciplinary collaboration is essential for comprehensive cancer management, with science popularization being a crucial component [4][5] - Healthcare professionals have a responsibility to translate complex treatment concepts into understandable language for patients to avoid delays in treatment due to misunderstandings [4] Group 3: Importance of Science Popularization - The science popularization exhibition serves as a platform for knowledge dissemination and a bridge for communication between medical professionals and the public [5] - Effective science popularization can transform reactive treatment into proactive prevention, reducing potential health risks and economic burdens [5][6] - The exhibition aims to inspire more healthcare workers to create quality science popularization content, contributing to the Healthy China 2030 goal [5] Group 4: Corporate Responsibility - Qilu Pharmaceutical Company emphasized its commitment to social responsibility and the importance of science education in cancer prevention [6] - The company aims to support cancer prevention initiatives and promote high-quality science popularization to benefit the public [6] Group 5: Innovations in Science Popularization - Experts discussed the need for continuous innovation in the forms and content of science popularization [10] - The use of artificial intelligence, such as Q&A robots and personalized content delivery, can enhance the precision and convenience of science popularization services [10] - Establishing incentive mechanisms for healthcare professionals to engage in science popularization is crucial for making cancer prevention knowledge accessible to the public [10]

Core Viewpoint - The rise of "self-media" in medical science popularization has led to varying quality, with some "internet celebrity doctors" exploiting their authority for profit, violating regulations and misleading the public [1][2][3] Group 1: Regulatory Actions - In August, multiple government departments issued a notice to standardize "self-media" medical science popularization behaviors, aiming to enhance awareness and prevent misinformation [1][3] - The National Health Commission emphasized the need for stricter regulations against false medical information and the promotion of professional medical content [3][4] Group 2: Collaborative Governance - A multi-departmental approach is necessary to address the chaos in medical science popularization, involving market regulation, health supervision, drug management, and internet information oversight [4][5] - Online platforms are responsible for monitoring "self-media" medical content and must implement strict penalties for violations [4][12] Group 3: Quality Medical Science Supply - Increasing the supply of quality medical science content is essential to reduce the space for "pseudo-science" and ensure the public receives accurate health information [5][10] - The notice calls for a sustained effort to provide authoritative health knowledge in accessible formats [5][11] Group 4: Professionalism in Medical Science Popularization - Medical professionals should focus on their areas of expertise and avoid using popularization as a means for profit [8][10] - The core of medical science popularization is to convey scientifically validated information to help the public improve their health literacy [10][11]

Core Viewpoint - The rise of "self-media" in healthcare has led to a proliferation of medical popularization efforts, but the quality is inconsistent, with some "internet celebrity doctors" exploiting their authority for profit, misleading the public under the guise of medical education [1][2]. Regulatory Actions - In August, multiple government departments issued a notice to regulate "self-media" medical popularization, aiming to enhance awareness of proper practices and prevent misinformation [1][3]. - The notice emphasizes the need for a collaborative governance approach to address the chaos in medical popularization, involving market regulation, health supervision, and internet information management [4]. Legal Implications - Actions by "internet celebrity doctors" that promote specific products during educational sessions violate various laws, including the Medical Practitioners Act and advertising regulations, potentially leading to severe legal consequences [3][4]. - The recent guidelines from the State Administration for Market Regulation and the National Health Commission clarify the recognition and regulation of disguised medical advertisements [3]. Quality Improvement Initiatives - There is a call to increase the supply of quality medical popularization content to diminish the market for "pseudo-popularization" [5]. - The focus should be on delivering authoritative and professional health knowledge to the public in accessible formats [5]. Role of Medical Professionals - Medical professionals are seen as the primary force in delivering quality medical popularization, with an emphasis on maintaining the scientific integrity of the information shared [8][10]. - Doctors are encouraged to focus on their areas of expertise and avoid using popularization as a means for profit [10]. Case Studies - Personal stories highlight the importance of early detection and education in healthcare, demonstrating the potential consequences of neglecting medical advice [6][7]. - Successful examples of doctors engaging in medical popularization through various media formats illustrate the positive impact of well-informed health communication [7][9].

Core Viewpoint - The rise of misleading medical information propagated by "internet celebrity doctors" is undermining public trust in professional healthcare systems and causing potential harm to patients [1][2]. Group 1: Issues with Current Medical Information Dissemination - The commercialization of medical knowledge is leading to the proliferation of pseudoscientific content that misleads patients and may delay appropriate treatment [1]. - The credibility of the medical profession is being eroded as profit-driven marketing strategies overshadow scientific integrity [1]. - The health information ecosystem is disrupted, with high-quality educational content being overshadowed by false information [1]. Group 2: Regulatory and Institutional Responses - Regulatory bodies like the Central Cyberspace Affairs Commission and the National Health Commission have established strict guidelines against unqualified accounts producing medical content and disguised advertising [1][2]. - There is a call for stricter verification of medical professionals' qualifications by platforms, alongside enhanced efforts to eliminate false content and improve the reach of quality scientific information [2]. - Medical institutions are urged to incorporate online behavior into ethical assessments and prohibit doctors from engaging in false marketing practices [2]. Group 3: Public Awareness and Education - The public's strong demand for health information is met with a lack of discernment, particularly among older demographics who are more susceptible to misleading claims [1]. - It is recommended that individuals prioritize consulting qualified medical professionals over believing in quick-fix remedies advertised online [2]. - A collaborative effort is necessary to create a robust protective network for health information, ensuring that medical education remains rooted in science and public welfare [2].

Core Insights - The report indicates that among 1.074 billion online audio-visual viewers in China, 92.1% have accessed health science content through short video platforms, with 63% developing a habit of regularly following health science accounts [1] Regulatory Measures - Multiple departments have released documents since August to define qualifications and content for medical science accounts, aiming to regulate and address illegal medical science practices [1] - The involvement of third-party agencies, particularly MCNs, is identified as a root cause of the current chaos in health science dissemination, suggesting that platforms should require registration of science communicators and disclose third-party participation for better oversight [2] Multi-faceted Supervision - Effective regulation of medical science requires participation from various entities, including administrative departments, medical institutions, and even consumer rights organizations, to ensure comprehensive oversight [3] Development of Quality Content - There is a limited supply of high-quality medical science content that meets public demand, with medical professionals and institutions being the most reliable sources [4] - To enhance the production of appealing health science content, it is essential to create a supportive environment for medical professionals and improve their content creation skills [6]