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大健康IP实战教程(案例版)
$49.21
本书以当下成功的大健康类案例(以官方为主)深度剖析、讲解大健康类IP成功的奥秘,并从专业性讲解了如何打造大健康IP,如和搭建健康类自媒体平台,如何宣传推广正确的健康知识等内容。
本书从理论视角和运作实践两方面入手分析当前健康中国建设背景下健康传播面临的形势和问题,选取具有广泛代表性和影响力系列成功机构和个人IP案例,探讨新形势下做好健康传播IP的实践经验,并以短视频时代为例讲解从“0”到“百万”粉丝的IP打造操作技巧,进而讲解基于IP化运营的产媒融合之道。本书以当下成功的大健康类案例(以官方为主)深度剖析、讲解大健康类IP成功的奥秘,并从专业性讲解了如何打造大健康IP,如和搭建健康类自媒体平台,如何宣传推广正确的健康知识
姚魁,中国营养学会副秘书长、中国人生科学学会健康传播分会副理事长、中华预防医学会健康传播分会常务委员、国民营养专家委员会委员、中国科协科普中国特聘专家、全民营养周办公室主任,科学传播研究馆员,长期从事健康传播研究工作,并创办健康传播三十人论坛、“合理膳食 营养惠万家”两个健康传播品牌,著有《劳动实践:烹饪与营养》《婴幼儿辅食喂养指导手册》《新冠肺炎防控期间营养膳食指导》等科普畅销书。
第一章 审时度势,拥抱IP 001第一节 顺势而为,“蓄能”健康传播 003第二节 健康传播的“科”与“普” 006第三节 健康传播内容,如何提升关注度? 008第四节 内容与流量之后,如何加速大健康品牌传播? 011第二章 打造大健康IP——个人篇 013第一节 育儿专家张思莱:科普可以做到100岁 015第二节 “范志红_原创营养信息”进阶之路 025第三节 “医路向前巍子”:科普是有力量的 037第四节 营养师顾中一:我对健康IP的理解 043第五节 陈志成医生:在不断试错中前行 054第三章 打造大健康IP——机构篇 063第一节 “健康中国”政务新媒体:迎“疫”而上 065第二节 “河南疾控”:探索官方号“出圈”路径 075第三节 “深圳卫健委”:新媒体IP传播策略 080第四节 中国健康知识传播激励计划:18年坚守 087第五节 全民营养周如何“嵌入”百姓生活 095第六节 世界骨质疏松日主题科普:小策划也能星火燎原 105第七节 四川大学华西医院:创新医院新媒体创作模式 113第四章 短视频时代:从零到百万粉丝的必由之路 119第一节 准确定位,规避风险 121第二节 选对选题,起对标题 127第三节 短视频涨粉的文案技巧 131第四节 拍摄技术和镜头语言 137第五节 常见的账号分析策略 142第五章 IP带来的价值 145第一节 健康IP的信赖“营销” 147第二节 从个人魅力到集体信誉:IP的力量 149第三节 基于IP化运营的产媒融合 151
本书初稿完成于2023年5月,正值初夏,梨花淡白柳深青,但是“风景千般好,唯有飞絮恼”。作为一名健康传播者,在组织编写《大健康IP实战教程(案例版)》的过程中,我感觉用“初夏”时节来形容当前的“健康传播”形势倒也十分贴切。一方面,人们对健康的需求与日俱增,大健康事业方兴未艾,健康传播工具和传播渠道不断拓展,健康新媒体呈现繁荣发展态势;另一方面,正如初夏之际初长成的青涩果实,新媒体上的健康信息良莠不齐,我们既应看到许多机构和个人借助新媒体打造健康IP的成功案例,也应注意到很多劣质甚至虚假的健康科普信息充斥互联网空间。在新媒体时代,如何避免“劣币驱逐良币”的现象发生,鼓励和指导更多的健康专业人员投身于健康内容创作和传播工作,是当前十分重要的一个议题,也是我们编写《大健康IP实战教程(案例版)》的初衷。在“中国健康促进与教育协会”和“南方健康”的指导和支持下,我们梳理总结了健康传播新机遇、新挑战、新任务,推出了12个机构和个人的健康IP典型案例,并在此基础上以抖音短视频为例讲解了打造大健康IP的运作规律,提出了新形势下打造大健康IP的解决方案。本书共分为五章。第一章“审时度势,拥抱IP”,主要由姚魁、肖砾、龙珑执笔;第二章“打造大健康IP——个人篇”主要根据知名大健康IP创作者张思莱、范志红、高巍、顾中一、陈志成的健康传播成长经历和感悟来撰写,姚魁负责统稿并完成“对话”环节内容的采写;第三章“打造大健康IP——机构篇”由案例中涉及的七个机构的相关负责人撰稿,由崔伟、姚魁、肖砾负责统稿;第四章“短视频时代:从零到百万粉丝的必由之路”,主要由龙珑、姚魁、贾开祥、白岩负责撰稿;第五章“IP带来的价值”,由龙珑、吕文宝负责撰稿。 在此,我们特别感谢“中国健康促进与教育协会”常务副会长、秘书长孔灵芝女士,“南方健康”创始人傅泉先生对本书编写工作给予的支持和指导,感谢清华大学出版社医学分社编辑们的辛勤奉献,还有很多专家学者和朋友们参与本书的编写、审稿工作,不再一一列举,在此一并表达由衷的谢意。健康传播是一条漫长而艰辛的道路,众多志同道合者仍前行在路上。我们真诚地希望本书可以为广大健康传播工作者提供一些参考和帮助,让更多人在打造健康IP的道路上少走弯路。期待本书可以起到抛砖引玉的作用,让更多志同道合的健康传播者鼓起勇气,聚集智慧与力量,创造出更加有活力的健康传播与IP内容生态,让更多人因接触到优质的健康IP而改善自身的健康!
姚 魁2023年7月
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