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encouraging medical personnel to carry out health science popularization does not mean that they can ignore professional barriers and enter the field at will, nor can they fabricate plots or even engage in private domain diversion for profit.

long zhizhu丨media commentator

as medical and health science popularization becomes increasingly popular, many doctors spread health knowledge on online platforms through short videos or live broadcasts, becoming "internet celebrity doctors" with many fans. however, according to media reports, many "internet celebrity doctors" do not hesitate to fabricate plots and touch on soft pornography in order to gain traffic, and then indiscriminately promote products and conduct improper marketing, which has changed the flavor of medical and health science popularization.

dr. gong honghai, who is certified as a "cardiologist at feicheng traditional chinese medicine hospital", was not found in the hospital's doctor list.

@new yellow river

it has long been a trend for doctors to actively participate in the popularization of health and hygiene knowledge and transform complex medical knowledge into common sense that ordinary people can understand, remember and use. this move will not only promote the transformation of medical services from "disease-centered" to "health-centered", but will also truly improve the health literacy of the people and make them the "first responsible person" for their own health.

from a national perspective, the health knowledge popularization campaign is also listed as the first of the 15 special campaigns in the "healthy china action (2019-2030)". the "14th five-year national health plan" issued by the general office of the state council also clearly proposed to build an all-media health science knowledge release and dissemination mechanism to encourage medical institutions and medical personnel to carry out health promotion and health education.

however, encouraging medical personnel to carry out health science popularization does not mean that they can ignore the professional threshold and barge in, let alone make up stories or even engage in private domain diversion for profit. professionals should act like professionals, and the intrusion of "internet celebrity doctors" is itself a disease.

"internet celebrity doctors" spread medical knowledge to the public in a lively manner and should pursue novel expressions. this is a feature of new media communication and is also in line with the public's acceptance psychology. however, the bottom line of professionalism cannot be lost, and the boundaries of professions cannot be blurred. nowadays, many "internet celebrity doctors" always publish popular science content that far exceeds their professional fields. surgeons share gastrointestinal health knowledge across borders, otolaryngologists cover multiple fields such as gynecology and pediatrics, and there are doctors who are keen on explaining knowledge about the two sexes, and publish a large number of private topics such as "sex", "married life", and "sexual knowledge". such operations seem to have something to do with "doctors".

in addition, when doctors popularize health knowledge, they should focus on improving the health literacy of the public rather than selling drugs. there is actually a certain boundary between the two. doctors' consultations and patients' treatment is a professional and meticulous interactive process. since online "internet celebrity doctors" cannot understand the patient's condition as detailed as offline clinics, it would be irresponsible to recommend drugs casually. what's more, many policy documents currently restrict doctors from live streaming. the "key points for correcting unhealthy trends in the field of pharmaceutical purchase and sales and medical services in 2022" clearly proposes to severely investigate and punish medical staff who use their positions and identities to live stream and sell goods.

at present, to rectify the chaos of "internet celebrity doctors" and prevent "pseudo-popular science", we must first consolidate the platform's responsibilities, strengthen the review and management of doctors' certification information on online platforms, and ensure that all certification information is true, accurate and complete. some bloggers who fabricate their identities and think that they are doctors just by wearing a white coat must be cleared and banned; those "internet celebrity doctors" who lead the rhythm, make up bizarre plots, and especially use unified copywriting to spread viral cloning, must be warned and punished.

secondly, health authorities and medical institutions should also be able to control and release freely. on the one hand, medical personnel should be encouraged to actively access the internet to popularize health knowledge; on the other hand, restrictions and supervision on medical video live broadcasts and online consultations should be strengthened, and accounts that use the identity of doctors to sell goods through live broadcasts should be banned, and violations should be resolutely eliminated.

of course, fundamentally speaking, medical institutions and medical personnel should strengthen their sense of responsibility and mission in popular science, take the initiative to participate in popular science, and speak out proactively, promptly and accurately on social hot spots and focal issues. if the voice of "real popular science" is louder and the sunshine of science shines on every corner of life, then "pseudo popular science" will naturally become less popular or even have no market.

those "internet celebrity doctors" who have infiltrated the society always like to prescribe medicine and sell drugs to people, but they don't realize that they themselves have become a disease of this society and need to be treated.