Recently, nine departments including the National Health and Health Commission, the Ministry of Public Security, and the State Administration for Market Regulation jointly issued a notice to correct the unhealthy practices in the field of pharmaceutical purchases and sales and medical services, and focus on solving outstanding problems that have been strongly reflected by the public.
It is mentioned that the staff of medical institutions will be seriously investigated and dealt with for using their positions and identities to bring goods on live broadcast.
Red Star Capital Bureau researched the current popular live broadcast platforms Douyin and Xiaohongshu and found that before the notice was issued, there were indeed certified doctors who brought goods through the platform live broadcast. But it is worth mentioning that the contents of these doctors are not drugs, mainly medical books, courses, etc.
Nine departments: Strictly investigate the use of positions in medical institutions to bring goods to live broadcast
The above notice points out that we will resolutely punish “red envelopes”, kickbacks and other behavioral problems, further improve the integrity of medical institutions and their staff, and shall not publicize, Breast-milk substitutes are recommended, and conditions and places shall not be provided for those who promote breast-milk substitutes or related products.
In addition, there are also crackdowns on tampering with the genetic test results of tumor patients, swapping high-value medical consumables, defrauding medical insurance funds for hemodialysis, and illegally redeeming cash for medical insurance cards.
The Red Star Capital Bureau noticed that, in addition to the above-mentioned general violations of laws and regulations, the notice also pointed out that the live broadcast of the current fire was “Seriously investigate and deal with the use of positions and identities for the use of live broadcasts by medical institution staff. goods.”
Screenshot from Medical Administration and Hospital Authority Official website
In recent years, especially after the outbreak of the epidemic, live streaming has become a new way to bring goods, and all walks of life have settled in live streaming rooms, even the medical industry is no exception. After the announcement of this notice, it triggered a wave of discussion. Is it cold for doctors to bring goods through live broadcasts?
The average live broadcast sales of big V doctors are at the level of RMB 10,000
Analysis of the live broadcast of Cicada Mama Douyin by the Red Star Capital Bureau The data platform searched for the live broadcast data with the keyword “doctor” and found that in terms of the recent recommendation data of Cicada, compared with the sales data of Internet celebrities and other hundreds of thousands or millions, the sales data certified as doctors in public hospitals are more bleak.
There are big V doctors whose average sales per game can reach more than 10,000 yuan, but they are still relatively small compared to the number of fans.
Take a doctor V with tens of millions of fans on the entire network as an example. His Douyin fans exceed 7 million, accounting for 70% of the total number of fans on the entire network, and he is classified as a “top talent”. Cicada’s mother’s statistics show that it has live broadcast 10 times in the past 30 days, with an average sales of about 13,000.
Screenshot from Cicada’s official website
But it is worth mentioning that the above-mentioned big Vdoctor’s goods are not medicines, but medical books.
At the same time, there are some doctors who will open on the Douyin homepage” Find me to work with you on the star map.” According to public information, after the opening of the star map, experts who meet the relevant requirements can make their own quotations, and customers can choose experts to place orders. After the live broadcast, Daren will receive the income corresponding to the previous quotation.
Simply put, doctors can contact customers who want to bring goods or promote through the Douyin platform, and the income can be large or small according to the quotation.
Doctor’s stores still carry goods
No drugs involved , mainly book courses, etc.
In addition to Douyin, Xiaohongshu is also one of the main positions for doctors to live broadcast or bring goods.
It can be seen that some Xiaohongshu experts whose profiles are doctors in tertiary hospitals have opened Xiaohongshu stores. Similar to the above-mentioned doctor anchors who carry goods on Douyin, the products sold in these stores have nothing to do with medicines, most of which are books, courses, etc.
In addition, the Red Star Capital Bureau noticed that there are also Xiaohongshu Daren, who are briefed as attending physicians in tertiary hospitals, selling baby strollers, milk warmers and other maternal and child products.
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After the nine departments jointly issued a notice, the Red Star Capital Bureau has not yet found that any doctor is bringing goods in the live broadcast, but it is mostly directed to the fan group.
On June 9, Red Star Capital Bureau joined several doctor fan groups and found that most of the fan groups were more rigorous and managed.The administrator reminded fans not to discuss topics such as diseases and medicines too much.
In recent years, the new trend of live streaming has blown to various industry groups, including doctors. Over time, some chaos has gradually emerged. The issuance of the notice to correct unhealthy practices in the field of pharmaceutical purchases and sales and medical services will help to further curb violations of laws and regulations in the medical field.
Red Star News reporter Deng Lingyao
Editor Yu Dongmei
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