For some time now, medical science popularization short videos have become popular, and more and more doctors are spreading knowledge through the lens, helping the public to enhance their scientific understanding of physical health. These types of videos often provide concise and intuitive health information, with strong interactivity and entertainment, which meets the needs of modern people to quickly acquire knowledge. More importantly, the recommendation algorithm of short video platforms can accurately match users' health needs, greatly improve the viewing experience, enhance public health literacy, and promote doctor-patient communication. The main audience for medical science popularization short videos is those who are highly concerned about health management and disease prevention. The content includes information on the prevention and treatment of common diseases, healthy diet and lifestyle habits, as well as expert explanations of medical principles, personalized health advice such as interactive Q&A, and the promotion of health products such as health food and medical equipment. According to data, the highest number of views for a single medical science popularization short video in China has exceeded 580 million, and the market size is continuously expanding. However, with the huge business opportunities brought by traffic, some short videos claiming to be "health science popularization" have spread false information, and there are problems with their scientificity and accuracy. Some video account content has become vulgar. Some content creators exaggerate the efficacy of health products for commercial interests, which affects the credibility of popular science content. Some creators, in order to quickly gain attention, use overly dramatic techniques or even fake staged shots. The market for medical science popularization short videos is mixed, and it is difficult for ordinary people to distinguish their authenticity, professionalism, and scientificity, which may have adverse consequences such as misleading and delaying treatment. The reasons for this are not only the impact of fierce market competition, but also the guidance driven by algorithms, and the limitations of regulatory resources and means. In short, this practice of obtaining traffic at the cost of sacrificing science and expertise violates medical ethics and is not conducive to improving people's health levels. In this regard, it is necessary to strengthen governance, "uphold the right and eliminate evil", promote authoritative medical science popularization works through multiple channels, and resolutely curb the spread of false and erroneous information. Develop and improve relevant laws and regulations, clarify the legal responsibilities and regulatory requirements for medical science popularization short videos, and impose legal sanctions on false information and improper behavior. On this basis, short video platforms can implement strict authentication systems for medical accounts to ensure that creators have relevant medical professional backgrounds or qualifications. Strengthen content supervision, including optimizing the platform's recommendation algorithm, prioritizing the recommendation of certified and high-quality medical science popularization content, rather than simply recommending based on click through rates and viewing time; Utilizing artificial intelligence technology for content detection and verification, automatically identifying false information or detecting the scientific validity of content. In addition, increase manual review efforts, regularly inspect and evaluate the content of medical science popularization videos, and promptly detect and handle false or inaccurate information. Carry out public health education, increase popularization efforts, and promote scientific health information and methods for identifying false information to the public. Guide good creators, motivate those with high-quality content, and enhance their enthusiasm through certification or increased push notifications. Smooth reporting channels to facilitate the audience in reporting false or low-quality medical science popularization content. (New Society)
Edit：Xiong Dafei Responsible editor：Li Xiang
Source：Economic Daily
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