With the rise of short videos and live broadcasts, more and more doctors are beginning to share medical knowledge online. Transforming complex medical knowledge into understandable and useful common sense will help improve people's health literacy. However, a reporter's investig

2024-10-10 03:08:04 entertainment 9635℃

With the rise of short videos and live broadcasts, more and more doctors are beginning to share medical knowledge online. Transforming complex medical knowledge into understandable and useful common sense will help improve people's health literacy.

However, a reporter’s investigation found that some behaviors of pretending to be doctors, “pseudo science popularization”, and selling products and courses to gain traffic have changed the taste of medical and health science popularization. These short video accounts often use gender topics to attract traffic. When some "doctors" appear on the scene, they occasionally wear suspenders, nightgowns, and tights as "benefits." The ultimate goal of gaining traffic is to promote drugs. Some accounts have published more than 60 videos recommending drugs since June.

have similar covers, similar copywriting, and recommend similar drugs. Some short video accounts have mcn behind them. Some doctors’ IP addresses are far away from the hospital’s location. and even to have doctors whose IPs are displayed in Guangdong. The hospital I certified is located in Liaoning . A staff member of an mcn agency said that it mainly "helps doctors incubate personal IP addresses and accounts" on the short video platform, and can also help hospitals or pharmaceutical manufacturers with "commercial order placement" for drugs. However, he also reminded: "Don't say that there is an MCN organization behind the doctor, because the platform does not allow it."

Previously, there had been debates from all walks of life about the new business format of doctors' live streaming of goods. The "Internet Advertising Management Measures" stipulate that it is prohibited to publish advertisements for medical treatment, medicines, medical equipment, health foods, and special medical formula foods in a disguised form in the form of introducing health and wellness knowledge. Industry insiders said that the existence of doctor accounts that "fake popular science and bring real goods" is "bad money driving out good money" and is not in line with the professional ethics of doctors.

Expose breast muscles, wear black stockings, and talk about gender topics

There is an "Internet celebrity doctor" with up to 2 million fans

"Spleen deficiency and kidney deficiency, a Chinese patent medicine, the spleen and kidney can be tonic at the same time. Many pharmacies like to hide it and don't tell it. But our doctors are also secretly using it..."

" Sharing a Chinese patent medicine, starting from daily conditioning, xx Yishen Capsule can help strengthen the body, nourish the kidneys and spleen, and activate blood circulation and unblock meridians. With the camera position and similar copywriting, the "doctor" in the video first uses the topic of sexual health to attract attention, and finally expresses the true purpose: to promote medicines. Some people call this type of doctor "actor doctor". In the

video, the male doctor exposed his chest muscles, told jokes, and talked about "couple life", while the female doctor boldly opened up about gender topics and posted a lot of "sexual knowledge" and other private topics . When some bloggers appear on camera to explain, in addition to wearing white coats for regular science popularization, they also occasionally wear suspenders, nightgowns, and tights as "benefits."

According to Southern Metropolis Daily, in early September, reporters randomly selected 24 relevant accounts on the short video platform and found that among the accounts, the highest number of fans could reach 2 million, and the lowest number of fans exceeded 100,000..24 The famous bloggers have all been certified by the video platform, and their real names, hospitals and positions are displayed on the homepage.

The reporter checked the National Health Commission’s doctor registration information inquiry system and learned that among the 24 bloggers, the platform certified "Zhang Ruqi, the attending physician of the Department of Orthopedics of Yichang First People's Hospital" and "the attending physician of the Urology Department of Shijiazhuang People's Hospital". "Han Aiyun", certified as "Gao Lili, attending physician of the Department of Obstetrics and Gynecology of Ningxia Autonomous Region Maternity and Child Health Hospital", and certified as "Attending physician of the Department of Obstetrics and Gynecology of Shanxi Children's Hospital Luo Jing", the query results show "No qualified accounts were found Physician".

The reporter asked the hospital involved for confirmation. The First People's Hospital of Yichang City stated that Zhang Ruqi once worked in the orthopedics department of the hospital and was later transferred. The hospitals where Han Aiyun and Gao Lili worked both confirmed the existence of doctors, but expressed ignorance as to why the practice registration information could not be found. Shanxi Provincial Children's Hospital responded that there is no doctor named Luo Jing in the hospital.

Reporters noticed that at the end of August, the phenomenon of Internet celebrity doctors doing business was exposed.Some video accounts have more than a million followers. They often post topics such as "foot control" and "young women". They sometimes appear in "black stockings" and are ridiculed as "Dr. Huang" by netizens.

It talks about popularizing science, but it is actually business

"I will take half of it for how much you sell it for"

The focus of these video accounts is not on popularizing science, but on intensive promotion.

Among them, the account "Dr. Song of Reproductive Medicine" has more than 900,000 fans and has published more than 500 video works, mainly focusing on sexual health and sexual knowledge. The reporter’s statistics found that since June this year, information recommending drugs has frequently appeared in his videos. Among the more than 160 videos, more than 60 videos recommend drugs. There is also a "dermatology professor" who conducts science popularization in the large store and sells products in the small store, with a wide variety of products, including vitamin tablets, collagen drinks and other health products, as well as daily chemical products such as facial creams and shampoos.

Reporters compared and found that the drugs recommended by these video accounts are relatively similar and overlap with each other. In addition, the names of these drugs are unique and are “exclusively available” from a certain manufacturer. In other words, when searches for the drug name on various channels and platforms on the Internet, it will eventually point to the product of a specified manufacturer. In this way, on the surface, many doctors do not mention specific pharmaceutical companies when recommending , but in fact it is a very effective drainage method .

"There are trillions of microorganisms living in our intestines." On a short video platform, a doctor certified as a "Neurological Rehabilitation Department" in a tertiary hospital in Guangdong talked about the benefits of consuming probiotics . On its homepage, , an expert in the "neural rehabilitation field", sells for a certain brand of probiotic freeze-dried powder. The details page shows that the sales volume of the product with a price of 59.9 yuan has reached nearly 3,000 pieces.

If you put on the "vest" of a "doctor", you can gain huge economic benefits from science popularization. Profitability makes some bloggers lower their bottom line, " talks about popular science, but behind it is business ."

According to Xinhua Viewpoint, "The commission that doctors bring to health care products can reach 30% to 60%." Ms. Wang, who is engaged in online "master" resource docking, revealed to reporters, "Vitamin C, folic acid, etc. There are the most types of products, they don’t have much impact on people, and they can earn considerable commissions,” said Ms. Wang.

Reporters contacted a blogger in the field of medical beauty on a certain platform and asked him about the "commission" situation on the grounds of carrying health products. "How much do you sell for? I will take half of ." The blogger told reporters that the 50% "commission" ratio of does not guarantee sales. "Sell one bottle and get one bottle" of . During the communication process, the blogger did not mention a word about the qualifications and efficacy of the health products to be shipped.

" Health Science Popularization" copywriting 0.99 yuan can buy 9500 copies of

Behind mcn emphasized the "controversial hot model"

On the other hand, the lack of supervision of the platform also leaves room for "falsehood" and "drainage".

Currently, platforms have different standards for doctor identity review and certification. After checking the certification requirements of relevant platforms, the reporter found that some platforms require hospitals to issue proof of employment to verify the true identity of doctors, some platforms only need to provide a practicing physician certificate to obtain certification, and some platforms require pharmacists, nurses, etc. The proof is also certified for .

In addition to different certification standards, the identity authentication of major platforms mainly focuses on the "hard qualifications" of doctors themselves. has not reviewed whether its popular science content is "professionally relevant" to the practice field. Some mcn institutions can also borrow qualifications. "Paste" popular science copy .

Wang Xifu, deputy chief physician of emergency medicine at Guangzhou First People's Hospital, said that some non-professional doctors are trying to attract traffic, which has led to the popularity of cross-professional and cross-department science popularization. "Some mcn institutions cooperate with doctors to 'borrow their identities' and use the doctor's qualifications to pass platform certification. However, the daily content of the account is maintained by the operation staff. In fact, it is 'selling dog meat over sheep's heads'.""

The interviewed experts pointed out that health "pseudo science popularization" is often difficult to identify as "rumors", and punishment is difficult to have a deterrent effect. "Many health topics themselves have room for 'flexible interpretation', and some bloggers In order to attract attention, the Lord deliberately magnified events with "extremely low probability". "

And health science popularization resources are easy to obtain. On a second-hand trading platform, reporters only spent 0.99 yuan to obtain 9,500 copies of "Physique and Health Science Popularization Copies" , including "The fastest way to improve immunity" "The fastest way to slim down thighs" and many other "practical" health science popularization texts.

According to Southern Metropolis Daily, reporters found that some doctors' accounts will be labeled with a label of "Great doctors sincerely enjoy their families." After investigation , "Dayi Jingcheng Xiangjia" is a registered trademark of Liaoning Dayi Jingcheng Medical Group Co., Ltd. The trademark registration category covers feed seeds, medicine, food, advertising sales, medical equipment, etc. The company was established in 2021. The registered address is in Shenyang, Liaoning. On April 26 this year, the company's affiliated "Dayi Jingcheng Group" publicly announced that it held an industry summit with other companies and hospitals that day to focus on "how to create popular medical short video content." ".

The above public account article believes that through accurate analysis of data, the preferences and needs of the audience can be understood, thereby adjusting the video content to make it more in line with everyone's taste. "Whether it is an unpopular department or a broad topic, it can be passed Guided by data, find the tipping point that arouses audience interest. " In addition, articles emphasize the coexistence of topicality and controversy, indicating that popular videos often revolve around controversial social issues or sensitive topics. "These topics can trigger heated discussions among the audience and make the videos spread quickly. " article also posted related video cases at the end. The reporter noticed that these videos mainly focused on gender topics, with eye-catching titles, and most of them received more than 100,000 likes.

Mr. Chen, a staff member of the company, told The reporter said that if you want to incubate medical video accounts, there are two cooperation options: . He said that one of the options of is to help doctors incubate personal IPs on the video platform. “Our previous successful cases have reached millions of fans. There are several ". " He also said that this type of account actually helps doctors build a persona that is remembered and trusted by others. It must have a professional team. Services include scripts, video editing, remote guidance of video shooting and Agency operations, etc., but "don't say there is an mcn organization behind the doctor, because the platform does not allow it."

Mr. Chen mentioned that another option is to place drug advertisements in existing doctor accounts, with different quotes for different accounts. drugs can be promoted on existing accounts. This is a type of commercial monetization. The situation of commercial order placement ". The other party reminded that if the product is exclusive, it can be placed online. "All feedback will be Give it to the manufacturer, as long as the manufacturer controls the channels well. ”

Lawyers: May be suspected of illegal crimes

Experts: Management and supervision should be strengthened

The behavior of pretending to be a doctor or conducting "pseudo science popularization" as a doctor may not only cause harm to the health of ordinary people, but also seriously damage The image of the medical and nursing community.

In February 2023, the Internet Advertising Management Measures issued by the State Administration for Market Regulation clearly stipulated that it is prohibited to introduce health and wellness knowledge and other forms to covertly publish medical treatment, drugs, medical equipment, health food, and special medicine. Usage formula food advertising.

In May of this year, 14 departments including the National Health Commission jointly issued a notice clearly stipulating the need to regulate live broadcasts, purify the network environment, and increase the order of medical online live broadcasts, information content, and dissemination. and other supervision efforts. focuses on cracking down on illegal and illegal activities such as publishing medical, pharmaceutical, medical equipment, etc. advertisements in disguise, as well as spreading medical-related rumors.

Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said that many Internet celebrity doctors have posted similar video copywriting, which may be controlled by the same commercial operating agency. Zhu Wei said that according to relevant regulations, the platform should bear the main responsibility for such self-media content and punish the commercial institutions behind the self-media accounts involved in violations . In addition, network traffic obtained with false personas is difficult to sustain. “Fields such as doctors, lawyers, finance, and education are actually very vertical professional fields. To gain everyone’s attention and traffic in these fields, we must rely on professional knowledge and simple explanations, rather than creating a fake person. The traffic obtained by false personas will definitely not last due to violations of laws and regulations or integrity issues.

Lawyer Gao Bing of Shanghai Junyue (Hangzhou) Law Firm believes that is based on the relevant provisions of the Criminal Law and the Physician Law. It is stipulated that posing as a doctor on the platform and then promoting and selling health products or medicines may constitute the crime of fraud or illegal medical practice . Practicing doctors who diagnose diseases that are inconsistent with their scope of practice online, or promote drugs that are inconsistent with their scope of practice, may constitute "practicing beyond the scope of their practice"; if they cause serious consequences, they may constitute the crime of "medical malpractice" .

reporters learned from public hospitals in Fujian, Guangdong and other places that in-service doctors need to obtain authorization from the hospital if they want to open a popular science account with platform identity authentication; in order to prevent brokerage behavior, in-service doctors are also prohibited from engaging in various live broadcasts. .

Gao Yandong, deputy director of Zhejiang University Digital Rule of Law Research Institute, suggested that medical institutions strengthen the management of their own medical personnel and certificates, so that medical science can truly play its due social value; regulatory authorities should strengthen the supervision of false photos and propaganda, Prevent social risks caused by misleading patients.

Su Junbin, deputy dean of the School of Journalism and Communication of Xiamen University, suggested that the platform implement more main responsibilities and adopt technical means to identify "violating copywriting", intercept and block "pseudo science popularization" content, and maintain the public welfare and rigor of health science popularization.

"Do not apply the symptoms and diagnoses in health science popularization at will. When you feel unwell, you should go directly to the hospital for treatment." Many health science popularization bloggers suggested that you should try to follow bloggers who have been authenticated by the platform, or watch authoritative media Check the confirmed popular science content and do not easily buy health care drugs promoted by fake “doctors” in videos or live broadcasts.