Once upon a time, "Internet celebrities" were still some distance away from the lives of ordinary people, but now, with the blessing of Internet traffic, more and more people have become "Internet celebrities" and enjoy the dividends brought by this identity.
In the past three years, the live broadcast industry has developed rapidly, and a number of experts have emerged, including doctors. The medical industry is empowered by the Internet, and the traditional era of medical treatment has been rewritten.
"Annual income of millions" is a thing of the pastInternet celebrity doctors ushered in "strict supervision".
Dressed in white and wearing armor, with its own halo. The white clothes of medical staff are the best proof of trust, with the endorsement of doctors, and the potential to become professional bloggers, they quickly became popular.
The question is whether doctors can stick to their hearts and climb on the road of medicine under the guidance of strong interests and flow thinking.
Previously, there was a report in the industry that in the Douyin live broadcast room of a doctor blogger, the volume of hyaluronic acid products priced at less than 100 yuan reached 2 million in one night, and the doctor was promised to share up to 50%.
Another big V, "Medical Road Forward Weizi", said that when he was on duty at the hospital in the second half of the night, there were more than 100 merchants waiting in line.
In addition, some people in the industry pointed out that even if doctors can control the selection of products, it is difficult to take into account delivery, logistics, after-sales and other links. That is to say,The professional identity of the doctor cannot be confused with the "professionalism" of the goods, and if there is a mistake in any link, it will damage the public's trust in the doctor, and it is not conducive to the subsequent doctor-patient relationship and the development of the industry.
The "strict supervision" of Internet celebrity doctors was implemented as early as June last year. On June 6, 2022, nine departments, including the National Health Commission, the Ministry of Public Security, and the State Administration for Market Regulation, jointly issued a normative document "Key Points for Correcting Unhealthy Practices in the Field of Pharmaceutical Purchase and Sales and Medical Services in 2022", emphasizing the strict investigation and punishment of staff of medical institutions who use their positions and identities to bring goods live.
Although the document strictly investigates the use of positions to bring goods, the issue of doctors' non-duty-related goods has always been vaguely defined, and the balance and definition often rely on the discretion of platforms and law enforcers.
In June last year, the Medical Professional Committee of the Chinese Hospital Association held a symposium on the legal issues related to the "Internet live broadcast of the medical industry" and reached a consensus: doctors are not allowed to live broadcast goods during working hours, nor can they use the name of the hospital;Physicians' live streaming should be carried out in accordance with the law.
Although doctors are prohibited from using their positions to bring goods, the phenomenon of "fake doctors, real goods" on online platforms has been repeatedly banned. In June 2023, a reporter from Yangcheng Evening News found in the Kuaishou live broadcast room that the 700,000 fan V who was certified as a doctor of a hospital in Ningbo was inducing the audience in the live broadcast room to place an order for health care food in addition to science popularization in the live broadcast room. After the incident, the big V only canceled the doctor's certification identity, and he could still bring goods while explaining in the live broadcast room. The addition of these fake doctors, as well as the failure of platform supervision, have also caused Internet celebrity doctors to fall into a whirlpool of ** and accelerate the decline of the industry.
Business is difficult to monetize,Where is the road of Internet celebrity doctors?
After verification, on platforms such as Xiaohongshu, Kuaishou, Douyin, Weibo, etc., many users who are certified as doctors have attached their incumbents and professional titles to the certification information, and some will say that they are from tertiary hospitals even if they do not disclose them.
Douyin data shows that by the end of 2022, Douyin medical certified doctors will reach 350,000, daily update of the release of medical science content 210,000, correspondingly, 200 million people** have access to health knowledge.
Previously, Internet celebrity doctors attracted traffic to private domain traffic by producing medical popular science content, and then realized commercial realization. In May this year, after the implementation of the new version of the "Measures for the Administration of Internet Advertising" revised by the State Administration for Market Regulation, the way for doctors to popularize science in order to realize money was also brought to a tight spell. The Measures expressly prohibit the disguised publication of advertisements for medical treatment, medicines, medical devices, health foods, etc., in the form of introducing health and health preservation knowledge.
Stricter supervision, a number of platform parties have said that many doctors have gradually withdrawn from popular science content platforms, "Doctors have been doing popular science for several years, and originally hoped to be able to realize within a reasonable range, but now not only has less income, but also has to spend more effort to study the rules to have a glimmer of life." ”
Internet traffic orientation is not only one side of profit-seeking, but the other side of Internet celebrity doctors can also be a win-win situation for doctors and patients. Doctor IP is equivalent to a new publicity channel, which is a way to obtain the source of disease. Doctors rely on personal IP to solve problems for patients, and at the same time, it can also improve patients' recognition of the hospital.
Wan Xiaoping, president of Shanghai First Maternity and Infant Health Hospital, told the example of an "Internet celebrity" doctor in this hospital in an interview with **.
She said that a doctor who performs recurrent miscarriages at our hospital has been providing consultation services to patients on ** since 2008, and later made a brand online. As a result, there are a lot of patients who come to her, and her personal annual outpatient volume is 70,000 or 80,000. In a research-based tertiary hospital, more patients will be able to achieve better clinical standards. With the increase of patients, her clinical and scientific research level has been continuously improved, and she became the youngest doctoral supervisor in our hospital in her thirties, and her team has also developed very well.
This is also a positive incentive brought by Internet celebrity doctors.
In reality, only a few "famous doctors" can win the favor of patients. Moreover, the academic attainments and clinical level of becoming a generation of famous doctors are more demanding, and it will also take more time to experience and hone.
Through online platforms, coupled with the "professional aura" of doctors, it is relatively easy to attract patient fans, so many doctors are willing to "take the initiative" and strive for opportunities for clinical experience for themselves.
The underlying logic of doctors going faster and better in their careers is to be able to serve more patients. Through the increase in popularity, patients can be attracted to online and offline treatment. This means that the doctor's clinical experience and academic achievements will progress faster than his peers, and the corresponding remuneration package will also get a certain jump.
The retention of influencer doctors has always been controversial. Under the constraints of the policy, any commercial behavior that violates the rules by using "doctor IP" for profit will be restrained and severely punished, so that "Internet celebrity doctors" can become veritable health communicators.