In the new media era, how does Shanghai do a good job in disseminating health knowledge? How do medical experts popularize medical science on the Internet? How to identify "actor doctors" on the Internet?
On the afternoon of June 17, "Internet Lights Up Healthy Shanghai - Shanghai Internet Celebrities" was hosted by the Cyberspace Administration of Shanghai Municipal Committee and Shanghai Municipal Health Commission, and co-organized by Shanghai Health Promotion Center, Ruijin Hospital Affiliated to Shanghai Jiao Tong University School of Medicine and The Paper. The "Entering Smart Medical Care" event was held at Ruijin Hospital. This is the third stop in this year's "Internet Celebrities See Shanghai" series of events.
At the Shanghai Internet Big V Salon held concurrently with this event, in response to the current phenomenon of "actor doctors" on the Internet, Yang Yang, the attending physician of the andrology department at Shanghai No. 1 Maternal and Infant Health Hospital, said frankly that doctors themselves should also beware of those who treat typhoons. There are situations where rumors are actually being spread despite being called doctors. Currently, some unreliable mcn companies have signed a large number of "actor doctors" to mass-produce rumors. Many of the contents spread are not scientific. This is very worth it. One thing we are wary of.
Focusing on how to disseminate health knowledge, Cui Song, deputy director of the Department of Geriatric Medicine, Shuguang Hospital, Shanghai University of Traditional Chinese Medicine, pointed out that only by explaining things in a simple and profound way can science popularization be achieved for a long time. Cao Peng, a spine surgeon at Shanghai Changzheng Hospital, said that if we do not do correct medical science popularization, it means letting bad money drive out good money and allowing rumors to spread on the Internet.
Many people may ask, "Why do doctors do science popularization when they are so busy at work?" Liu Ming, director of the obstetrics department of Shanghai Oriental Hospital, said that science popularization gives her a greater sense of professional fulfillment and also allows her to gain "fans" from patients on the Internet. .
As the first hero in Shanghai to fight against the novel coronavirus epidemic and support Wuhanâs fight against the epidemic, Zhong Ming, a critical care medicine doctor at Zhongshan Hospital Affiliated to Fudan University, said frankly: Popularizing science is a doctorâs responsibility and conscience. âOn the one hand, popularizing science can stop rumors. To teach people how to correctly identify pseudoscience, on the one hand, we must do a good job in popularizing science. We must first become a good doctor to convey hard-core professional knowledge instead of blindly pursuing traffic. "
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"The person who posts more than 3 videos a day and is crazy about cross-disciplinary studies may be the 'actor doctor'"
Yang Yang, the attending physician of andrology from Shanghai No. 1 Maternal and Infant Health Hospital, started doing health science popularization 5 years ago. Now, Popularizing science has become a part of his daily life. He starts shooting videos after get off work at 5 p.m. every day and ends at 6 p.m. before posting the videos online.
Doing science popularization sometimes brings a little anxiety to Yang Yang. He said frankly: "We have said a hundred thousand positive science popularization sentences, which may not be as damaging as a rumor. Faced with such a situation, we must first understand Find out where the rumors come from. At the same time, we also need the platform to filter out those rumors that are unreliable and published without certified accounts. Doctors themselves must also beware of those who are actually spreading rumors in the name of doctors. There are currently some unreliable rumors. The popular mcn company has signed a large number of 'actor doctors', mass-produced rumors, and much of the content spread is not scientific. This is something that deserves our vigilance."
A netizen recently posted that many netizens said. Dr. Hong publishes videos or articles on self-media, telling the story of how she provides additional medical appointments for patients after get off work. However, the storylines told by these doctors were too similar and may have been staged and fabricated. After searching, a reporter from Beijing Youth Daily found that at least 20 Internet celebrity doctors had posted similar storylines: patients came from far away and would not make appointments or register. The titles or first sentences of these articles or videos are almost identical: "If the hearts of doctors are dark, will there be whiteness in the world?" A doctor who has posted such stories online admitted that these contents This was due to the "additional details" of his publicity team. During the filming, he just read the script.
Regarding the above phenomenon, Yang Yang has also encountered it on the Internet, "For example, some 'marginal' female doctors have some organizations responsible for operating their accounts. Most of the content they publish is the same. They may come from the dental department, emergency department, or traditional Chinese medicine." Department of Medicine, Obstetrics and Gynecology, etc., but what they talk about is all about gender and has nothing to do with their own majors. Many of the popular science contents they talk about are also unscientific. Such "edge" cannot win the trust of patients. It only gained traffic and allowed wrong science to spread on the Internet. "
How to identify "actor doctors"? Yang Yang said frankly: "I post more than 3 short videos every day, almost no content related to my profession, and doctors who are crazy about cross-discipline, such as emergency department, stomatology, and gastroenterology doctors talk about andrology, gender, and orthopedic doctors on the Internet every day. Cycling can cause impotence, etc. Therefore, you need to be careful about whether the content is scientific and reliable. At the same time, if you encounter 5 or more people posting the same content on the Internet, you should pay attention to whether these may be 'actor doctors' "
". Why is the video of "turning the fetus from breech position to cephalic position" so popular?
Liu Ming, director of the Obstetrics Department of Shanghai Oriental Hospital, became famous because of a short video of only 10 seconds. In her short video, she described how she moved the fetus from breech position to cephalic position, and it received 300 million views in a short period of time.
"Why is this short video so popular? In fact, it does not have any text, but it has a strong visual impact. It promotes a traditional obstetric technology that is about to become extinct on the Internet, so that people who are not familiar with this technology can see it. The magic of this technology." Liu Ming further said that after this video became popular, it also brought her a lot of thoughts. At the same time, she was more sure of her sense of professional gain as an obstetrician. "Actually, obstetricians are not. There is nothing fancy, I was just a midwife in ancient times, but I love my subject very much. It not only involves the lives of our next generation, it also gives many people hope and future, because we protect the safety of mothers and babies. "
Today, Liu Ming is nicknamed the "Pregnancy Goddess". She is serious and persistent in her work. She can see more than 100 outpatients a day, perform more than 10 surgeries a day, and even work from 6 a.m. to 12 o'clock in the evening, but the matter of popular science will never stop.
When talking about why he still does science popularization when he is so busy at work, Liu Ming explained that he studied under Professor Duan Tao, an Internet celebrity in the medical field. Professor Duan Tao can be regarded as one of the first medical experts to embrace the Internet, and he often She uses social media to popularize science based on her feelings. Although she is a "science popularizer" who does not wear makeup or lipstick, she has been committed to popularizing health science that ordinary people can understand, and she has gained a number of fans on the Internet. She has made a statistic that 40% of her patients know her from social platforms and come to see her for medical treatment.
How to popularize the duckbill forceps used for gynecological examination?
Sun Yi, the attending physician of the Department of Obstetrics and Gynecology at Shanghai Tongren Hospital and the person in charge of the "Doctor Jojo" account, positions herself as "the common people's best friend in obstetrics and gynecology." When she shares videos, she often does not wear a white coat. Sometimes I would even record a section while walking after get off work, casually saying: "Sisters, I want to share with you a very interesting piece of health knowledge." Sometimes I would go on camera with my family to refute health rumors.
When doing medical science popularization, Sun Yi is always good at seizing Internet hot spots and timely popularizing science on people's current health problems. For example, duck-bill forceps used for gynecological examinations have recently attracted social attention. âMany women refuse to do this examination because they are worried about the discomfort caused by duck-bill forceps. However, in fact, doctors use some small skills and attitude during the operation. It is gentle and women will not feel obvious pain. I also created an animation to tell sisters how to place the duckbill pliers. The video has received 60 to 70 million views, which reduces everyone's fear of this inspection tool. Close the distance between you and your patients."
"Not doing science popularization in the Internet era means letting bad money drive out good money"
Cui Song, deputy director of the Department of Geriatrics, Shuguang Hospital, Shanghai University of Traditional Chinese Medicine, and person in charge of the "Director Cui Talking about Health" account, has almost completed his medical career. In the past 30 years, he talked about his experience of transforming from a screen host to an online science popularizer.
When he first started working, he participated in a host competition held by Shanghai TV and won an award. From 1999 to 2007, Cui Song has been receiving awards. Invited to TV stations regularly to do programs after work. He admitted that it was precisely because of his experience as a guest on health programs that he learned to use popular and concise words to explain difficult and difficult medical science knowledge.
In his opinion. , the most important thing for science popularization is to have professional depth and breadth. âOnly with skills and content, and by explaining the profound things in a simple way, can science popularization be achieved for a long time. " Cui Song said that in the new media era, doctors should embrace the Internet more enthusiastically and use their professional knowledge to convey the voice of health. "Perhaps, the investment in the dissemination and popularization of health knowledge may only be one yuan, but it can help patients. , help the country save a hundred or even thousands of yuan, so that everyone can avoid detours in medical treatment. "
Cao Peng, a spine surgeon at Shanghai Changzheng Hospital, once participated in the "Health Talk Show" program and won the championship. His jokes "If you don't go for a walk in the park now, you don't know how good the health of the uncles and aunts can be" etc. The golden saying is widely circulated on the Internet.
"In the Internet age, it is not easy to popularize science because there are too many rumors and imprecise and unscientific statements. But not doing popular science means letting bad money drive out good money. Cao Peng believes that using talk shows to popularize health science eliminates the "sense of distance" between the speaker and the audience. The audience can better accept and understand the speaker's views in a relaxed atmosphere, which allows Popular science is more accessible to the brain and heart
.