Recently, some netizens posted that a number of Internet celebrity doctors posted videos or articles on self-media, telling about their experience of seeing patients after work. This kind of incident seems to be heartwarming, but the storyline told is too similar, so it was questioned by netizens for "fake photoshooting......
In the era of Internet traffic supremacy, the medical field has also become a show for doctors?
01_The plot of the video of multiple doctors' accounts is similar
"If the doctor's heart is black, will the world be white?"
On January 3, 2024, Guo, a pediatrician with 427,000 followers, posted a video on his certified self-media platform: One day after he got off work from the outpatient clinic, he found that a mother and daughter in the waiting area came by train from Guangxi to see a doctor, and they would not make an appointment to register, so he thought about sleeping in the waiting area for a night and registering the next day.
Guo said in the video that he was "sour in my heart and had a complicated mood, pretending to turn around and wipe the tears from the corners of my eyes." He was afraid that the mother and daughter would get sick at night, so he worked overtime to see the child, learned that the child had Tourette's syndrome, and prescribed a prescription for the child. After the mother and daughter left, the assistant asked if it was appropriate to prescribe directly, and Guo said: "I was only criticized, and the patient endured more." If the doctor's heart is black, will the world still be white? ”。 In the comment area of the video, many netizens also praised the doctor's behavior.
The above story seems to be heartwarming, but the same words also appeared on the self-media accounts of other doctors. Not only are the plots highly similar, but even the words at the beginning of the video are the same: If the doctor's heart is black, will the world be white?
Such "swearing" words immediately captured the psychology of the public and made people's hearts warm. But in fact, these highly similar copywriting are just routine, streamlined, and patterned "script interpretations" of medical Internet celebrity incubators, and the doctors themselves may not have seen them.
According to the Beijing Youth Daily, a doctor who posted such stories online admitted that the content was formed by the propaganda team of the MCN agency he contracted to "add fuel and vinegar" to the filming, and that he just read it according to the script during the filming.
MCN institutions are equivalent to star brokers in the Internet field, and after recruiting a group of online anchors and creators, they provide them with services such as content planning, publicity and promotion, fan management, and contract agency, so as to achieve the purposes of Internet celebrity incubation, IP derivation, and traffic monetization.
In the era of short videos, the video content planned by MCN institutions for Internet celebrity doctors has a certain "routine", which generally opens with golden sentences or creates anxiety, interspersed with doctor-patient stories, and then rises in value at the end, with moving performances, creating countless "conscience doctors".
The above-mentioned doctor Guo said in an interview that in the future, he will strengthen the supervision of such videos and urge MCN institutions to correct these problems.
02_Internet celebrity doctor was banned for posing for fraud
In May this year, the Douyin Security Center released a case saying that Tao, a doctor in a plastic surgery institution (account "Lao Tao Tells the Truth", 1.484 million fans; account "I am the bravest", 174,000 fans) posted a video of the operating room scene on multiple platforms, saying: A patient suddenly burst his cerebral blood vessel after drinking, singing, and bathing with friends, and he was still not out of danger after being rescued.
The video attracted a lot of attention from netizens. The platform's "No Bottom Line Bo Traffic" governance special team found that Tao had revealed in a past video that he was a doctor at a plastic surgery institution in Anhui Province, and it was unlikely that he would participate in this kind of first aid according to common sense, and the video was highly suspected of false posing.
After an investigation by the local health department and the Internet information department, the person in charge of the plastic surgery agency where Tao practiced admitted that Tao said that the video was "written and directed by himself at home". Tao's behavior of falsely posing and not indicating "deduction" violated the rules on the content creation of "deduction" works, and the platform decided to ban his account "Lao Tao Tells the Truth" and "I am the bravest" indefinitely.
In recent years, with the development of the Internet, many "Internet celebrity doctors" have emerged on the Internet. But on the other hand, influenced by profits, some doctors make up false stories to gain traffic, which not only damages the image of medical staff and medical institutions, but also harms patients and makes people misunderstand the medical industry.
It is understood that "Lao Tao tells the truth" also published in the video "Lao Tao has never recommended everyone to go for a physical examination", "Whoever checks who is sick, who checks who is abnormal", "If I have cancer one day, I will never cure it", "The chance of pregnancy with the nine-valent vaccine has dropped by 40%" and other outrageous remarks.
As we all know, medical care is a relatively high threshold field, because ordinary people do not have professional medical knowledge, if there are really netizens or patients who listen to these absurd remarks, and then spread them, it may affect the treatment and decision-making of real patients and their families, and will also have a great negative impact on the entire medical industry.
Moreover, most of these online celebrity doctors who pose for fake photos may not be regular doctors, but it is difficult for ordinary audiences to distinguish them, so they fabricate false plots to attract money while seriously damaging the image of doctors.
In recent years, there are not a few people who operate self-media in the name of doctors, some of them are out of the requirements of hospital science popularization, and some are out of personal considerations. However, due to the busy daily work of doctors, it is difficult to achieve their goals, and many times they will rely on MCN institutions to further enhance their personal influence.
However, the Internet is not an illegal place, and doctors should be more cautious when using their authoritative identities and keep the original intention of doctors, rather than making up stories to deceive the public and become "tool people" for MCN institutions.
03_Strong supervision in the field of online medical treatment
According to the National Health Commission, as of 2023, the health literacy level of mainland residents will reach 29.70%, and there is still a lot of room for improvement. The improvement of health literacy cannot be achieved overnight, and requires the joint action of the government, society, families and individuals.
Among them, the doctor community plays an indispensable and important role. In recent years, the majority of medical practitioners have begun to contact and use self-media platforms, and some doctors have also "broken the circle" and stepped into the field of live broadcast and short video.
Some people use the Internet to popularize health science, and some people only use it for personal gain. With the frequent chaos in the medical-related field, the state has also continued to take action to continue to purify the network ecology.
In May this year, the National Health Commission and 14 other departments jointly issued the "Key Points for Correcting Unhealthy Practices in the Field of Pharmaceutical Purchase and Sales and Medical Services in 2024". Article 9 clearly stipulates that it is necessary to regulate live-streaming sales, purify the online environment, and increase the degree of supervision and control of medical-related online live-streaming sales, information content, and communication order. Focus on cracking down on illegal and disguised publication of advertisements for medical treatment, medicines, medical devices, and other such violations, as well as the dissemination of medical-related rumors.
In recent years, short video platforms such as Douyin have also frequently updated their operating rules, strictly regulated the content in the medical and health field, and vigorously cracked down on similar copywriting, posing and counterfeiting, counterfeiting, patchwork and editing. Where the rules on the creation of content for "derivative" works are violated, the punishment is to be imposed and the suspension is to be suspended.
It is undeniable that the medical industry needs the influence of self-media, but in the face of traffic, doctors should also cherish their professional reputation, stick to their original intention and benevolence, and abide by medical ethics, rather than gaining fame, attracting traffic, and disrupting the normal network order and public order.
In short, the medical industry and self-media platforms are not incompatible, but should operate under compliance and discipline, and it is necessary to distinguish what can and cannot be done, and the traffic must have a bottom line, so as to keep the original intention and go further.
Resources:
[1] Why is the plot of the Internet celebrity doctor's "consultation" video similar? Netizens questioned the posing - Beijing Youth Daily
[2] It's overturned again! Posing for video, the copy is all exactly the same? A number of Internet celebrity doctors were accused of fraud - Lilac Garden
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