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 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]

"肿瘤科普知识以一种有趣的方式入脑入心，期待这样的科普作品展'多多益善'。" "通过这次肿瘤科普展，我学会了如何早期识别身体发出的异常信号，也掌握了很多科学预防知识，回去要分享给家人朋友。" 第28届中国临床肿瘤学会（CSCO）学术年会近日在山东济南举办，国内外肿瘤领域专家学者齐聚泉城，分享前沿研究成果与临床经验。值此契机，一 场聚焦肿瘤防治的"科普秀"——2025人民好医生肿瘤防治科普行动科普作品展（以下简称科普展）也在济南拉开帷幕，现场人头攒动，好不热闹。观众在各 个主题科普区域驻足，或仔细阅读展板上的科普作品，或拿起手机拍照收藏健康"笔记"。原本专业深奥的肿瘤防治知识，在此刻具象为生动有趣的生活智 慧。 2025人民好医生肿瘤防治科普行动科普作品展启动。 作为本次科普展的支持方代表，齐鲁制药有限公司田勇分享了企业践行社会责任、助力科普工作的理念与实践。"齐鲁制药深知，我们的责任不仅在于 研发和生产高质量的药品，更在于积极参与构建从预防、诊断、治疗到康复的全方位健康保障体系。科技创新是抗击疾病的利器，而科普教育则是照亮预防 之路的明灯。肿瘤防治仅有好药远远不够，降低肿瘤发病率、提高早诊早治率，科普宣传与疾 ...

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]

近年来，随着网络"自媒体"的兴起，越来越多的人参与医疗科普，但医疗科普质量参差不齐。一些"网 红医生"把医疗科普当成牟利工具，滥用专业权威为自己背书，假借科普名义违规导医导诊，线上问 诊、线下引流，甚至直播带货。还有人假冒医生推销产品，欺骗误导群众。 今年8月，中央网信办、国家卫生健康委等四部门联合发布《关于规范"自媒体"医疗科普行为的通知》 （以下简称《通知》），为医疗科普立了"规矩"。《通知》要求，规范"自媒体"医疗科普信息发布传播 行为，提升"自媒体"规范开展医疗科普行为意识，支持专业医疗科普内容生产传播，防范虚假医疗科普 信息误导公众，维护人民群众合法权益。 整治医疗科普乱象，多部门形成协同治理合力，构建全流程监管模式 "我是一名从业十几年的康复医师，分享心脑血管疾病的预防知识、中风后的居家康复锻炼，感谢大家 关注……"某直播平台，一名自称神经康复科医生的主播穿着白大褂在做科普的时候，视频右下角突然 弹出购买链接，某品牌维生素胶囊售价99.9元/3瓶。 "荨麻疹吃什么药？"某直播间内，一名认证为"皮肤病性病科医生"的主播还没有讲解完病理知识，就开 始上产品链接，推荐治疗药物。 在短视频等"自媒体"平台 ...

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]

Core Viewpoint - The article emphasizes the importance of maintaining ethical standards in the development of medical science communication through short videos, highlighting both the benefits and the potential pitfalls of this medium [1][2][3]. Group 1: Current Landscape of Medical Science Communication - A significant portion of the population engages with health science content via short video platforms, with 92.1% of 1.074 billion online viewers having encountered such content [1]. - While short video medical science communication can enhance public health literacy, issues such as misinformation, commercialization, and unethical practices are prevalent [1][2]. Group 2: Regulatory Measures and Industry Standards - Recent regulations from multiple government bodies aim to ensure the authenticity and scientific validity of medical science communication on social media platforms [1][2]. - Platforms are encouraged to implement robust regulatory mechanisms, such as peer review systems and operational guidelines for medical accounts, to enhance content quality and accountability [2][3]. Group 3: Future Directions and Opportunities - The article suggests that promoting high-quality content creation should be balanced with strict regulation, advocating for initiatives like "AI pre-review + expert verification" and credit systems for quality creators [3]. - The ongoing implementation of the "Healthy China 2030" initiative aims to improve the quality of medical science communication, ultimately benefiting public health [3].