發表在BMJ的這篇研究不是一篇醫學文獻，但非常有趣。普通人會更願意相信名人給出的醫學意見。看來醫學界可以利用這些名人進行醫學科普，傳遞更多靠譜的醫學知識。你有沒有受過明星“醫療效應”的影響? 健康壇裏有無如此明星“醫療效應”?
舉文章裏的兩個例子：2000年美國著名女主播凱蒂·庫瑞克在NBC的電視節目Today Show裏公布自己的結腸鏡檢查結果。一個月後針對400名內鏡醫師的訪問發現，結腸鏡檢查率竟然增加了21%。又如英國女主持傑德·古迪於08年死於宮頸癌，結果一年後英國的宮頸癌篩查率翻了一倍。
當然，一旦名人身份被濫用，一樣可以給大眾帶來“傷害”(比如膠原蛋白口服液的Kimi爸)，錢花花地流走了。
Introduction
Celebrities frequently give medical advice and people often follow it. Whether motivated by good intentions or financial rewards, celebrities can generate much publicity for health campaigns by virtue of their visibility, public interest, and perceived newsworthiness. When journalist Katie Couric televised her colonoscopy on NBC’s Today Show in 2000, colorectal cancer screenings by 400 American endoscopists increased by 21% the next month.1 Following actor-singer Kylie Minogue’s diagnosis of breast cancer, bookings for mammograms rose by 40% in four Australian states.2 Twice as many screenings for cervical cancer were conducted in England during March 2009 compared with the same month one year earlier, corresponding to reality TV star Jade Goody’s death from the disease.3
請看 BMJ 視頻:
BMJ 原文鏈接:
