After Chiu Ling, do you also communicate about your illness on the Internet?
Recently, the short video “Genius Doctor Universe” at station B hit, let the pseudogenius doctors take care of the creation The “Altar” fell apart in an instant. These “fake experts” who are desperately selling drugs on local channels are gradually spreading from traditional media to online platforms. And behind the gray industry chain, who is actually blackening “modern medicine”? Who is making “Internet celebrity doctors” in batches? How should users avoid pitfalls in the flood of information?
Author| Lapi Xiaoxin (Author Group of Cultural Industry Review)
Edit| Dong Jing
Source| Cultural Industry Commentary
The main text contains 5708 words| The estimated reading time is 15 minutes
China has two major traditional cultural heritages, which have always had mixed reputations: one is martial arts, and the other is medical skills.
Half a year ago, netizens at station B used the power of “ghost animals” to endorse the “Master Ma” who did not speak martial arts ethics. Recently, another short video “The Magical Doctor Universe” hit, instantly disintegrating the “sacred altar” created by the pseudo-genius doctor.
In the video, more than 30 “general doctors” appear as old experts. Some of them are dressed in national costumes, and some seem to be highly respected, but their speech skills are almost unified.
Everyone said righteously in front of the camera: “I struggled over and over again for a month, and finally made a decision that went against my ancestors! I donated the secret recipes handed down from my ancestors for free and let the pharmaceutical factory produce them in batches. Even if I am gone, this secret recipe can continue to save people!”
The Queens of Chiu will not be unfamiliar with such images. Isn’t this the “counterfeit drug promotion” that we often saw on local channels when we were young?
However, the times have changed, and the bad guys have also changed.
They have begun to shift their positions and gradually spread from traditional media to online platforms. Those who followed them closely were the “old leeks” that couldn’t be cut.
Who is blackening “modern medicine”?
Ten years ago, it was an era when the “general doctor” was in power.
Zhang Wuben, known as “the first person in diet therapy in China” and “the first person in health care in China”, frantically performed his own doctrine on TV, gaining millions of believers in a flash. And many TV stations are vying to invite him to appear for the ratings, including Mango TV.
With the foundation of consumer groups, Zhang Wuben began to compile a book. He sold 4 million copies of the book “Eat the Diseases Out of Eating,” with a royalty of 10 million. At the same time, he also founded “Wu Ben Tang” with a monthly income of one million. What’s more amazing is that he was dubbed “the most expensive Chinese medicine in Beijing”. He does not bargain for medical treatment, and starts at 30,000 yuan.
But after a long time, the paper package can’t keep the fire. In May 2010, the media reported that Zhang Wu was suspected of falsifying his academic qualifications. Subsequently, the Ministry of Health denied that Zhang Wu was the “first batch of senior nutrition experts in the Ministry of Health”; Wu Bentang closed its business and was demolished late at night.
Since then, Liu Hongbin, another new representative of the industry, is even worse. Between 2014-2017, she fabricated at least 9 identities and staged a variety of expert shows on multiple TV stations. Such as “Senior Nutritionist”, “Freckle Expert”, “Vice President of the Chinese Association of Traditional Chinese Medicine for Antitussive and Vice President of the Oriental Cough Research Institute”, “Miao doctors”, “Peking University experts who cure diabetes”, “Old Chinese doctors specializing in insomnia”, and “Mengmeng” The identities such as the “post-doctor” are all unknown.
In fact, the products she participated in the promotion, the product itself and its manufacturing company, have a case. Media platforms that participated in broadcasting its advertisements have also been fined repeatedly.
To this day, scammers in the medical industry are still on the verge of breaking the law. Recently, Zhang Wenrong, the honorary dean of Beijing Heniantang Hospital of Traditional Chinese Medicine, also fell from the altar and was dismissed. According to incomplete statistics, there are dozens of medicines he sold on the show, including Manlongye, Zhang’s Xinnao Recipe, Sinopharm 505, Baihua Dingchuan Pills, Zhentianyuan deer antler powder, Taoist black medicine and so on. Marketing copywriting is similar: “It’s painful to spend 30 secondsIt disappears immediately, and it only takes 30 days for the disease to recover from its roots.” It even boasted that “Cerebral thrombosis can take care of itself in 30 days.”
With the change of promotion and sales channels, pseudo-genius doctors have also developed superb e-commerce selling skills. During the day, they are busy “science popularization”, and in the evening they broadcast live, and some have even accumulated millions of fans.
According to the “2020 Douyin Data Report”, in the first quarter of 2020, active personal doctor accounts on the Douyin platform accounted for 78.5%, with a total of more than 30,000 videos posted and 440 million likes.
On the face of hundreds of millions of data, there is a fact that no one can ignore. The vertical influence of short video platforms in the field of health science is already very significant, but its current trend is worrying.
Cultural Industry Review (ID: whcypl) observed multiple videos and found that in the matter of health preservation, scammers aimed at two major marketing routines: one is a health coup based on seasonings, claiming vinegar and pepper Common products such as water, baking soda, and salt water have miraculous effects; the other is to use sex education gimmicks to gain traffic under the banner of promoting gender knowledge.
Compared with complex professional pharmacology, most of these “folk remedies” and “pseudo-science” sound fast and easy to operate. In the absence of discrimination, the audience can easily be brainwashed by pseudo-doctors.
“Spoofing a rumors, running away from the rumors”. While pseudo-doctors are almost fanatical in creating and selling health anxiety, some real doctors are constantly cleaning up the mess for them.
The phenomenon of “bad money driving out good money” not only chills the true doctors, but also reduces the quality of modern medical services enjoyed by the public.
How to make batchCreate a “net celebrity doctor”?
As early as the end of last year, the State Administration of Traditional Chinese Medicine issued a notice stating that in the third quarter of 2020, some TCM medical institutions in various provinces across the country posted 4574 advertisements of suspected illegal TCM medical services in traditional media and Internet media.
The reason why the business of “pseudo-genius doctors” has been able to resurrect is that behind the phenomenon is that some people’s distorted worship of “authoritarianism” is used by all kinds of speculative power capital.
For example, Li Yichang and Master Wang Lin. The entanglements and rumors are not repeated here, friends who want to eat melon can understand for themselves.
In short, it is the deformed cultural soil and business outlook that have allowed the “pseudo-genius doctors” to grow savagely.
Southern Weekend once reported on “Fake doctors are rampant, and real doctors are also involved: How is the “Genius Doctor Universe” made? “In the “”, “the health circle is not large, professional actors are just such people. According to face, momentum, fluency, etc., the daily salary ranges from 500 yuan to 5,000 yuan. Some people have already mixed up in this circle. More than ten years.”
On major social platforms, those uncertified health science bloggers are actually part of the gray industry chain. These accounts never indicate specific information, and their identities have been obscured.
Even if the platform has set an entry threshold, there are still other certification agencies that can operate in the dark. If it is a non-category hospital and private institution to conduct Douyin identity authentication, it will cost about 10,000 yuan.
But good-looking outsourcing is not enough. The popular science content they publish must also be disguised in place. And these videos are all available on Taobao. Cultural Industry Review (ID: whcypl) searched with “health video” as a keyword and found that you can buy a high-definition video material without watermark for less than ten yuan. Some stores also sell operation plans and training courses.
According to the “2020 Short Video Platform Doctor KOL Ecological Analysis Report”, in the Q1 quarter of 2020, there were 941 individual doctor KOL accounts on the Douyin platform, 739 active accounts, and the total number of videos posted 32550, which is equivalent to each Each account updates 45 videos quarterly.
Looking at such a blue ocean of data, many MCN institutions and pharmaceutical companies are ready to move, and are looking forward to the business index of “Internet celebrity doctors”. In addition to payment for knowledge, online consultations, window delivery and live rewards, other actions by these roles are disrupting the market.
An account called “Dr. Gan’s Daily Life” was once the top doctor KOL on Douyin Live Yinlang by revenue. After recent remediation, “Dr. Gan” has been renamed “Gan Shuai”. Although he never wears a white coat in the video, he said that “even if health science cannot be done, he will still share life knowledge in the future.”
Sure enough, the traffic is constant, and the “sharing” is not stopped.
How does health science “remove the fake and save the truth”?
It is true that in the Internet age, attention and being followed are a force that cannot be underestimated.
On the one hand, the fan economy provides a basis for the development of professional doctors’ IP, and it further accelerates the dissemination of medical science knowledge. Medical students, who have always been reluctant to speak, use their personal language charm to make medical professional terminology simple and easy to understand.
The “2019 Health Science Popularization Video Insight Report” released by Health China shows that more than 90% of users have clear needs for services such as medical information, expert consultation, and registration after watching health science related videos; from the perspective of doctors, More than 90% of doctors are interested in producing health science videos.
On the other hand, after gaining attention, the commercial monetization method of Internet celebrity doctors not only means increased profits, but also bears great security risks. Compared with other fields, doctor KOL has higher authority and industry attribute requirements. Therefore, there are still many areas to be weighed in the form of “touching the net”.
Currently, there are also some platforms in formal operation. Institutions such as Tencent Medical, Zhuozheng Medical, and Yihe Medical have invested heavily in popular science. The content on these platforms requires peer review and can be published after being reviewed by multiple doctors.
In addition to regulating the creation and dissemination links, supervision at the source is also indispensable.
The new “Advertising Law” clearly stipulates that advertisements for medical treatment, medicines, medical equipment, and health foods shall not be disguised in the form of introducing health and wellness knowledge.
A week ago, Douyin also issued a statement, reiterating its platform’s management rules for medical content. The “Explanation on the Management Rules of Douyin Medical Content” stated: “Only public hospitals above the second level, self-operated departments of public tertiary hospitals, national societies and associations, provincial branches of subordinate first-level specialist societies (some units), medical media, etc. are allowed Accreditation by institutions. Individuals such as public tertiary hospitals (deputy), department (deputy) directors, attending physicians, and above experts are accredited.”
Accounts that have not been verified by Douyin will not be able to publish health science videos or be restricted in traffic.
How to avoid the one-minute health science video from becoming the next “Baidu consultation” not only depends on the platform’s complete review system, but also needs to improve the health literacy level of the whole people.
Conclusion
Five years ago, Wei Zexi, a young man born in 1994, suffered from synovial sarcoma. Due to misbelief in Putian medical institutions, he delayed treatment and ended his life early.
Five years later, people who have experienced the epidemic have a more comprehensive understanding of health, and society is also facing a more serious trend of “aging”.
Whether it is TV drug sales, web consultations, or video science popularization, the problem lies in the flood of information, and it is difficult to distinguish false individuals. The use of positive medical resources may be the most practical benefit that the Internet brings to mankind in the post-epidemic era.
I hope that the true first year of Internet medical care will come earlier than the outbreak of the health crisis.