What is an "influencer" physician? He is the disseminator of health information in the Internet + medical era, and is also a practitioner in the Internet + medical era. Most of them do not pursue monetization, refuse to bring goods, and use text, text, video, and live science to popularize more health knowledge. On the occasion of the fourth doctor's day on August 19, the Nandu Health Alliance used text and video to tell the popular science story of Guangdong's "net red" doctors, recording their footprints of "turning red".
"Net red" doctor business card:
Wang Wenlin:
Chairman of the China Thoracic Wall Surgery Alliance, Director of the Department of Thoracic Wall Surgery of the Second People's Hospital of Guangdong Province
Settlement Platform:
WeChat, Weibo, Douyin
Nickname: Dr. Wang Wenlin, a surgical expert for thoracic deformities (WeChat public account).
Representative work: Because of his deep cultivation of thoracic deformity, which is the intersection between thoracic surgery and orthopedics, and the vertical direction of disseminating popular science information, he became the first person in the country in terms of thoracic deformity. He opened the public account of Wang Wenlin, an expert in thoracic deformity surgery, and more than 20,000 fans are iron fans, either patients or peers. Weibo has more than 270,000 followers...
Every morning at 6:30 a.m., Wang Wenlin would sit in his office, review the previous day's cases, and sort out a new official document. At this moment, he switched to "upline" mode.
At 6:30 a.m., Wang Wenlin would push open the door of the hospital office. There is still an hour and a half before the start of the day's operation of the hospital, and in this hour and a half, he will be @Wang Wenlin, posting today's chest wall surgery popular science content on a Weibo account with 274,000 fans, replying to fans' messages, and being an "internet celebrity". From September 8, 2013 to today, this is his daily schedule.
Because of the net, and deep ploughing in the vertical field, he is infinitely close to success, and he has become the first person in the country in the field of thoracic deformity that was originally unpopular. The Second People's Hospital of Guangdong Province, where he worked, pioneered the establishment of thoracic wall surgery between thoracic surgery and orthopedics, and became the Institute of Thoracic Wall Surgery. He is also the chairman of the China Thoracic Wall Surgery Alliance, the first "wang" surgery, which is currently promoted in many sister provinces such as Shandong and Yunnan. "I'd rather call myself an influencer than an influencer doctor." Professional content in vertical fields is the code of his victory.
After 8 o'clock, he automatically switched to the offline mode and became a ward doctor to answer the doubts of patients and families with thoracic deformity.
"Net red" forced by industry competition
Wang Wenlin is the director of the Department of Chest Wall Surgery of the Second People's Hospital of Guangdong Province. He graduated with a Ph.D. in 2000 and completed his postdoctoral work at Zhongshan First Institute in 2002. In January 2009, he came to the Provincial Second Medical Department from the Guangzhou General Hospital of the Guangzhou Military Region at that time.
"Everything starts from scratch."
The number of thoracic deformity surgeries in Wang Wenlin's department reached 1500 units a year, which ranked first among similar centers in the country and even the world.
When he first arrived at the provincial second doctor, he was a doctor who did heart surgery. At the time, it was a highly competitive field, and the city had too many well-known heart surgeons, and it was not easy to "grab" a patient who was willing to come and do surgery in this field. How to survive became the question he thought about the most at that time.
Wang Wenlin has been quietly working in the field of cardiac surgery for more than four years, aiming at the construction of high-level hospitals, and decided to carry out subclinical subclinical divisions of the heart and chest again. Wang Wenlin left the field of cardiac surgery, which he had been studying and was familiar with, to go to thoracic surgery to work as a pioneer cattle.
"In the chest cavity of the human body, as far as those organs, the esophagus, the lungs, the heart, the mediastinum, cardiac surgery has been subdivided. Esophageal and lung diseases are in Guangzhou, surrounded by heroes and most of them have become industry leaders. Wang Wenlin pondered his way out, not only to fill the thirty beds in the ward and the livelihood of colleagues in the department, but also to break out a new path.
By chance, he decided to go to another field that could be excavated, aiming at the direction of "funnel chest", "chicken breast", "barrel chest" and "asphyxia thoracic dysplasia" that few people in China at that time had deeply cultivated.
Combined with his work experience in cardiac surgery, he began to cultivate in thoracic deformities, explore, develop new surgical methods, and invent new metal braces. He took the lead in establishing the first independent thoracic wall surgery department in China, carried out surgical research on thoracic deformities, and explored a set of effective surgical methods to deal with such complex deformities.
But that's not enough. After having the technology, he began to think about how to "go out" - how to let more patients know that the second provincial doctor has a doctor who does this type of operation, and how to make patients willing to enter the provincial second doctor's office.
How to increase the amount of surgery has become the most concerned issue for Wang Wenlin, the leader of the department. He thought of network promotion, to popularize funnel chest and other thoracic deformities.
In 2013, it was an era of rapid development of the Internet, and self-media became a new outlet and a weapon for Wang Wenlin. As early as the era of blogs and forums, he is a practitioner of Internet science popularization, and he knows the power of the Internet, which is the opportunity of the times, and perhaps his opportunity. So on September 8, 2013, he published his first article on his official account, opening the road of "net red" doctors.
Professionalism is paramount, and efficacy is king
Of course, his "net red" doctor road is by no means smooth.
"The first article was hardly read," he admits, "but in the past I used to blog, and I knew that's how the account started." The key is to write from the very beginning of the article, which is the key to brand building. ”
He sees this self-media as a brand. Not only for him personally, but also for chest wall surgery, and even for the entire hospital. Moreover, he positioned it as a brand that dug vertically into the segment of thoracic deformities. "I don't write a lot of very miscellaneous things, nor do I seek to write 'blockbuster articles' to attract attention, or to become a very appealing big V." My original intention was to write some fairly professional science popularization, and I still do this. ”
"Red" can really bring a large number of patients, Wang Wenlin is no longer worried about the unsaturated surgery.
Compared with the light-hearted and witty story meeting, Wang Wenlin's account builds a more professional and obscure space. This sacrificed the amount of reading to some extent, but he insisted on professionalism and content was king. Medical science is a long road, too many people want to absorb some accurate knowledge, and the disseminator must shoulder a greater responsibility. "What I want is that patients can trust me, peers can recognize me, this is my goal of self-media, these are inseparable from professional content." So I'd rather call myself an influencer than an influencer doctor. ”
Now, he has nearly 300,000 followers on various platforms, and these flows have undoubtedly brought him the capital to liquidate. The business volume of chest wall surgery has increased year by year, and in 2020, the department has completed a total of more than 1,500 surgeries. At his busiest, he and his team performed 31 surgeries a day. The brand he had wanted to build had already taken shape and brought its effects.
Wang Wenlin said that compared with the "net red" doctor, he would prefer to be an "internet red" expert
Doing self-media is also a driving force for Wang Wenlin to move forward. "Every day, you have to send out new topics and popular science, which means that you have to constantly update your understanding." Persistently doing a good job of this "net red" has become a major source of motivation for him to check the literature, do research, improve technology, put forward new ideas, and reflect and summarize experience. So far, he has obtained 81 patents, performed 25 asphyxia thoracic dysplasia surgeries, and performed "funnel chest" surgeries for 56-year-olds and 9-month-old children... These medals on his career path are partly forged by the power brought by the identity of "Internet celebrity".
Wang Wenlin firmly believes that he is not just a simple Internet Q&A machine, but also different from many doctors on the Internet hospital platform. The real doctor's work and medical world is the soil of his online identity, and what he wants to do is to let patients go from online to offline, rather than moving them from offline to online.
In a corner of his office, there are many bags of things encapsulated, and he said, inside each bag are sterilized stents removed from cured patients, which are witnesses to one operation after another. The minute and second behind this is the nourishment that supports a "net red" doctor.
At 6:30 in the morning, doctor Wang Wenlin will usher in a new day. Walking through the online world and the real world, he has become handy: write down today's popular science Q&A, pick up the familiar scalpel, and be a @Wang Wenlin doctor.
Special planning and coordination: Wang Daobin You Manni
Written by: Nandu reporter Wang Daobin intern Ye Ying
Photography, video: Nandu reporter Wu Jialin Li Lin Intern Lin Lishan Wu Shixin
Correspondent Huang Yixin
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