数字化健康时代下健康科普节目的转型路径与价值变现

Transformation Path and Value Realization of Health Science Popularization Programs in the Digital Health Era

摘要: “健康中国”战略的持续深化与智能媒体技术的加速迭代，推动全民健康建设快步走向数字化，数智技术为健康传播的创新发展提供了重要支撑。全民健康建设快步走向数字化。健康科普节目作为健康传播的重要工具，亟须从传统的知识单向传播升级为多元互动、精准服务的综合传播形态。智能媒体技术的算法赋能、沉浸式体验、数据驱动等特性，为健康科普节目破解内容同质化、传播低效化、变现单一化等痛点提供了技术支撑，同时也对节目在专业坚守、价值平衡等方面提出了更高要求。本研究以北京卫视与爱康集团联合打造的《爱康AI焕燃之夜》为典型案例，分析数字化健康背景下健康科普节目的核心价值，以内容供给智能化、传播形态革新、互动模式升级三大转型路径为切入点，系统探讨健康科普节目的价值变现方式，提出兼具专业性与实操性的发展策略，为健康科普节目行业创新提供实践参考，助力健康中国建设。

Abstract: The continuous deepening of the “Healthy China” strategy and the accelerated iteration of intelligent media technology have driven the construction of national health to move rapidly towards digitalization, and digital-intelligent technology has provided important support for the innovative development of health communication. As an important tool for health communication, health science popularization programs urgently need to upgrade from traditional one-way knowledge dissemination to a comprehensive communication form featuring multi-dimensional interaction and precise services. The algorithm empowerment, immersive experience, and data-driven characteristics of intelligent media technology provide technical support for health science popularization programs to address pain points such as content homogenization, low communication efficiency, and single monetization methods. At the same time, they also pose higher requirements for programs in terms of professional commitment and value balance. This study takes the “AI Rejuvenation Night” jointly created by Beijing Satellite TV and AiKang Group as a typical case to analyze the core value of health science popularization programs in the context of digital health. It takes the three transformation paths of intelligent content supply, communication form innovation, and interaction mode upgrade as entry points to systematically explore the value realization methods of health science popularization programs, proposes development strategies that are both professional and practical, and provides practical references for the innovation of the health science popularization program industry, thereby contributing to the construction of a healthy China.