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].