正文：
随着互联网的快速发展，医疗健康科普内容成为人们获取信息的重要渠道。然而，一些所谓的“网红医生”在社交媒体和短视频平台上走红，他们的科普内容却存在误导和不当营销的问题，引起了公众和监管部门的关注。
这些“网红医生”往往通过拍摄视频的方式，向公众提供健康知识和医疗建议。但是，他们的背后往往隐藏着一条运作链条：医生出镜，运营团队拍摄剪辑发布内容，客服部门维护评论区，并通过“话术”将粉丝转化为医院患者。这种运作模式下，一些医生借机带货卖课，开展不当营销，使得医疗健康科普内容变得商业化，失去了原有的专业性和客观性。
据了解，一些医疗健康自媒体背后并没有真正的医生团队，而是由运营团队或网红孵化机构代为运作。这些团队虽然懂得流量密码，但在医疗健康知识上可能并不专业。他们的做法不仅误导了公众，也损害了医疗行业的形象。
针对这一现象，中央网信办在全国范围内部署开展了“清朗·网络直播领域虚假和低俗乱象整治”专项行动，重点整治包括“伪科普”“伪知识”混淆视听等五类突出问题。此次行动旨在规范网络直播领域，打击虚假和低俗内容，保护公众的知情权和选择权。
医疗自媒体从业者应当认识到，建立专业、合规的边界是保障公众健康权益的重要环节。自媒体平台也应当加强内容审核，对违反规定的行为进行及时处理，共同维护健康有序的网络环境。
英语如下：
News Title: “Behind the ‘Internet Celebrities’ Doctors: The Boundaries of Medical Websites and the Struggle Between Professionalism and Traffic”
Keywords: Internet Celebrity Doctors, Professional Boundaries, Crackdown
News Content:
Title: Medical Websites Need to Establish Professional and Compliant Boundaries; Attention Focused on the Chaos of “Internet Celebrity Doctors”
Article:
As the internet has rapidly developed, health and medical science popularization content has become an important channel for people to obtain information. However, some so-called “Internet celebrity doctors” have gained popularity on social media and video platforms, yet their popularization content has been found to mislead and engage in inappropriate marketing, attracting the attention of the public and regulatory authorities.
These “Internet celebrity doctors” often provide health knowledge and medical advice to the public by filming videos. However, behind their scenes often lies a chain of operation: doctors appear on camera, operation teams shoot and edit the content, customer service departments maintain the comment section, and through “techniques” convert fans into patients of the hospital. Under this operational model, some doctors take the opportunity to sell products and courses, engage in inappropriate marketing, and turn the medical health popularization content into a commercialized product, losing its original professionalism and objectivity.
It is understood that some medical health websites behind do not have real doctor teams, but are operated by operation teams or celebrity incubation institutions. While these teams understand the secrets of traffic, they may not be professional in medical health knowledge. Their practices not only mislead the public but also damage the image of the medical industry.
In response to this phenomenon, the Central Internet Information Office has deployed a nationwide “Clear and Bright – Crackdown on False and Vulgar Nonsense in the Field of Network Streaming” action, focusing on five types of problems such as “pseudo-science” and “pseudo-knowledge” confusing the public. This action aims to regulate the network streaming field, combat false and vulgar content, and protect the public’s right to know and choose.
Medical website practitioners should recognize that establishing professional and compliant boundaries is an important part of safeguarding the public’s health rights. Websites also need to strengthen content review and promptly handle violations, jointly maintaining a healthy and orderly online environment.
【来源】http://www.chinanews.com/sh/2024/08-13/10267915.shtml
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