Half Moon talks about reporters: Sister Liang, Min Zuntao, Yang Wenxi, Chen Zhuzuo.
One out of every two people has Helicobacter pylori" "The child breathes through the mouth is adenoid hypertrophy, and it must be early**" High uric acid? Look at the ...... of these consequences"On social platforms, similar medical science is not uncommon. The extremely impactful ** and highly rendered copywriting often make people feel as if they are "terminally ill".
Banyuetan reporter's investigation found that some social ** accounts exaggerated their illness and deceived likes under the guise of medical science, and sold products through precision marketing. Internet medical science popularization is an efficient path for technology inclusion, but it has become a "traffic password" to spread anxiety to win attention.
Chilling medical science.
At first, it was just a sore arm, but I searched the internet for symptoms, and now I am convinced that I have cancer. A joke widely circulated on the Internet reveals the current situation of some Internet medical accounts exaggerating science popularization and spreading anxiety.
Mr. Ou from Jiangxi has suffered from gastrointestinal diseases for many years, and not long ago, he swiped a popular science on the short ** platform certified as a gastroenterologist in a tertiary hospital in Beijing. Originally, my gastrointestinal function was fragile, and when I brushed it to say that there is a ** content with Helicobacter pylori for every two people, it immediately attracted my attention. He said.
I thought that I could use the Internet to become a master of bringing babies, but I didn't expect that the more I watched, the more anxious I became, and the more I watched, the more scared I became. Ms. Zhao, a mother in Xi'an City, Shaanxi Province, said that after she gave birth, she followed and searched a lot of parenting on social platforms and short ** platforms, and some ** made her "sleep badly". "For example, many accounts said that the child's sleeping mouth breathing is adenoid hypertrophy, and it needs surgery, I saw that my child was breathing through the mouth, and I was very worried at the time, until I saw the doctor and said that there was no problem, so I was not afraid. ”
Pseudoscience" content is also common. Ms. Wang, a young mother from Beijing, said that she followed many parenting accounts in a short time, and later slowly found that the identity of the main body of these parenting accounts was confused. Some parenting accounts are called "XX Parenting Sutra", and the account authentication subject does not have any medical education background, but often publishes some so-called parenting knowledge, such as "Eating more grapes can make the baby's eyes big and bright" and "Feeding sugar water to reduce jaundice", Ms. Wang was skeptical.
These have hundreds of thousands of views at every turn, confusing us. In order to increase credibility, some parenting self-leaders are even keen on filming all kinds of short dramas, and in order to increase credibility, they pretend to be doctors in a white coat, and direct and act in some medical scenes, which seriously misleads parents.
There are many medical science routines.
In the lower left corner of Mr. Ou's browsing**, there is a link called "Helicobacter pylori Specialized Disease Center", after clicking the link, you will be redirected to an Internet medical service platform. Mr. Ou said: "I don't know whether attaching a link to ** is a platform behavior or a doctor's behavior, in short, the content displayed on the page has nothing to do with the doctor, and it is not the ** of the doctor's hospital."
Banyuetan reporters searched for relevant medical science content on the short ** platform provided by Mr. Ou and found that jump links to other platforms often appeared in the lower left corner. In addition to the knowledge of related diseases, it also has the function of ** consultation, according to the different ways of consultation and the doctor's qualifications, the fee ranges from a few yuan to hundreds of yuan.
According to the relevant person in charge of Kuaishou, medical "pseudo-science" has a very significant motive, by shaping a professional identity, impersonating a doctor, seizing the weakness of human nature, and inducing users to spend money on consulting or buying drugs.
At the beginning of 2023, when Mr. Xie from Shanghai was browsing oral related content on the search platform, the page popped up from time to time with the prompt "Authoritative Expert ** Consultation". "I had a terrible toothache and I clicked on it. Mr. Xie said that the system first asked for basic information such as gender, age, and medical condition, and then he spent 30 yuan to choose a doctor who claimed to be a tertiary hospital.
What he didn't expect was that after entering the consultation page, he could only ask a few questions to the doctor, and if he wanted to consult further, he had to add the doctor's WeChat. "Originally, I had already paid, but after adding the doctor's WeChat, he also asked me to transfer 10 yuan to continue the consultation. He said that after the WeChat consultation, the doctor prescribed him medicine and told him to return to the original consultation platform and buy the medicine through the link provided by the platform.
Pseudo-popular science is very harmful, and rectification must be strengthened.
In recent years, "Internet + Healthcare" has developed rapidly, effectively integrating medical resources and improving patients' medical experience. The number of short-term users in China exceeds 900 million, and more and more patients are acquiring health knowledge through short-term users. However, under the shadow of "pseudo-science", the price of patients being fooled is not only the loss of money, but also the price of health.
Zhou Song, deputy chief physician of the Department of Orthopedics of the First Affiliated Hospital of Nanchang University, told the reporter that last year, the parents of a young patient approached him and said that the patient listened to the words of a self-proclaimed old expert and took the "ancestral secret recipe" Chinese patent medicine advertised on the Internet for half a year, which not only did not cure the necrosis of the original femoral head, but even caused necrosis of the femoral head on both sides.
Some medicines, especially some Chinese patent medicines sold online, do not have a unified batch number of the country, and do not have detailed information such as the manufacturer, which is a three-no product. Zhou Song said that some doctors are not just popularizing science, but may also have the purpose of promoting products, drugs or soliciting patients.
In addition, some organizations will establish partnerships with hospitals or doctors to help them build online personas and operate personal accounts.
Zhao Qiang, who has been engaged in Internet marketing planning for many years, said that after these accounts accumulate a certain number of fans, they will take a business path of "increasing fans, bringing goods, and realizing". "To put it simply, it is to first shape the account into an expert and a person who has come over, attract traffic through ***, and then realize the realization of goods through means such as giving away ** method of private message for free and joining the fan group. ”
A number of interviewed heads of the medical sector of social platforms said that the urgent demand for traffic will make these "pseudo-popular science" continue to confront the platform's regulatory strategy. "For example, if an account uses a loop of background material to broadcast live, and through comments, stickers and other informal diversion, it is difficult for the platform to identify. ”
To combat the "pseudo-science" hurting people, patients also need to enhance their awareness of self-protection, go to the hospital's official website to authenticate the doctor, and receive formal online diagnosis and treatment services through the Internet hospital. In addition, for the embarrassing situation of patients who "have no way to complain", the relevant responsible departments should be clarified, and a market supervision mechanism with clear rights and responsibilities should be established to safeguard the legitimate rights and interests of patients.