In the medical field, the content layout is not new. Not long ago, with the "production of head content, gathering the popularity of doctors and patients at both ends, taking over the business of pharmaceutical companies, taking the opportunity to broaden the C-end market" business model became the model of the industry, and was vying to imitate WebMD, with 2.8 billion US dollars One stone stirred up a thousand waves. The entrance to the production of head content is once again sought after.
Lilac Garden is the earliest content creator. Today, the WeChat public account of the Lilac Garden has 20 million fans. The annual reading volume is as high as 560 million, ranking first among the health public numbers. In addition, the clove garden also launched a clove open class and lilac coffee broadcast for the doctor group, trying to explore the network red doctor through the live combination + on-demand "combination boxing" to create a science IP between doctors.
Medical associations that focus on doctor services seem to be more inclined to produce high-quality clinical medical content. There will be difficult surgical live broadcasts on the platform from time to time. Since last year, the top clinical medical training program "Extreme Consultation" has been created. Including Hu Dayi, Huo Yong, Fan Daiming, Wang Changfeng, Sun Lizhong and many other top domestic experts, the program subverts the past boring professional medical theory knowledge training methods, through the simulation of professional expert consultation scenes, with example teaching, for intractable diseases Debate analysis and form a medical consensus. The difficult way to broadcast has been welcomed by many doctors.
In addition to the early layout of the clove garden and the medical association, the micro-medicine appears to be simpler and more rude. The BTV "I am a big doctor" column, which has accumulated a large number of middle-aged and old fans, is trying to win the existing head directly by the title. Department IP. And the good doctor's "Good Doctor Comes", the official news data shows that the first period of viewing is as high as 430,000.
In fact, the layout of medical content has been very early, and the popularity of medical knowledge has never stopped. In comparison, the form is constantly upgrading, the content is constantly enriched, and the audience circle is spreading. The original medical content is usually in the form of pictures, cartoons, etc., and nowadays, from the era of reading pictures to the audition era, the video and live broadcast methods are more popular with the public and medical workers. From the perspective of content and audience, the science of medical health knowledge and medical knowledge, which has been based on patient groups, has gradually extended to the more professional level of medicine, whether it is more specialized in knowledge science or spread to medical workers. Some of the professional knowledge, including top academic case discussions, the interpretation of the latest clinical guidelines, in-depth analysis of clinical cases, medical advances in academic research and research paper submission skills.
In fact, no matter what form, the content layout of mobile medical care has always existed. Why do families continue to work hard in the content industry and try to seize the highlands of content IP? From the perspective of the industry, medical content consumption is only one of the entrances. Starting from the needs of users, we will build and improve the complete ecological closed loop of mobile medical services such as content consumption, medical services, artificial intelligence, drug trading, and insurance protection. This is the real goal of each family. . Although China's mobile medical industry generally has homogenization problems in terms of content and services, and the whole industry is basically in a state of burning money, the profit model is not clear for the time being, and there is still a long way to go in the future development, but it does not hinder each The determination to build a medical content IP. In the long run, the content layout will not only help the complete ecological closed loop of mobile medical care, but also become the stage for each packaged content brand from the perspective of soft power. The brand's influence on the audience can be imagined, and the value added by the company itself is presumably also the picture of the major companies.
In fact, in the era of information flooding, the market is not lacking in content, but lacks authoritative, high-quality content. Diversified knowledge content platforms, all in the same way are in the content industry layout. In the short term, a large number of programs of the same type tend to embark on the path of homogenization. In the form of content blowout, how to stand for a long time to differentiate and position, gripping the audience is a problem that needs to be introspected from time to time. At the same time, in the state of high-frequency update, strict control of content is also a big problem that cannot be ignored. Especially, it is especially important for experts to maintain their authority and CSI under the baptism of entertainment. At present, it seems that each family has the hope to open a new traffic portal with the content layout, thus helping to achieve the goal of traffic realization. But no matter what form, in the end, traffic will only be the producer of quality content.
We often say that professional things need to be done by professional people, especially in the vertical segment of medical care. Just like star drainage, experts who bring their own network temperament to interpret professional knowledge is undoubtedly a good way to attract attention and get more attention. But whether the professional medical field can adapt to the entertainment way, whether the actual influence of the doctor's IP can really achieve the diversion, or wait for the time to test.
Source: China News Network
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