Recently, the results of the " Traditional Chinese Medicine Culture Douyin Short Video" competition sponsored by the Sichuan Provincial Administration of Traditional Chinese Medicine were released. The animated popular science video "Kang Xiaoxin's Journey of Traditional Chinese Medicine Culture" produced by Good Doctor Rehabilitation Solution and its official IP Kang Xiaoxin as the protagonist stood out among many works and won the first prize.
It is reported that this event is hosted by the Sichuan Provincial Administration of Traditional Chinese Medicine and hosted by the Provincial Traditional Chinese Medicine Development Service Center. It aims to promote the inheritance and innovative development of traditional Chinese medicine and improve the people's recognition of traditional Chinese medicine culture .
The birth of Kang Xiaoxin is not just an additional visual symbol for the new brand of Good Doctor Rehabilitation, but also a diversified export outlet for the brand to directly communicate with consumers, convey brand value, and deliver health knowledge and promote traditional Chinese medicine culture.
In this animation, as the original IP of Good Doctor Group, Kang Xiaoxin starts a cultural journey of traditional Chinese medicine with the good doctor's four questions about traditional Chinese medicine: "Is traditional Chinese medicine effective?", "How does it work? What is the material basis for its effectiveness?" and "What is the process of its effectiveness?" Kang Xiaoxin vividly demonstrated to the audience the development path of modernization of traditional Chinese medicine from aspects such as the construction of planting bases, national certification standards, and the importance of modern production lines and processes. Overall, Good Doctor Group actively innovates the ways and means of disseminating traditional Chinese medicine culture, using the "First Workshop" to tell stories about traditional Chinese medicine one after another, and comprehensively and vividly demonstrate the charm of traditional Chinese medicine culture.
In addition to letting traditional Chinese medicine culture "go out", Good Doctor Kangxiaoxin also hopes that Kangxiaoxin can "bring back" some new things to the brand, such as: What kind of communication forms do young people like? How are the users gathered on different communication platforms different? Which platform users are more interested in traditional Chinese medicine culture? How do different content forms differ in the delivery of content?...Good Doctor Kangxiaoxin hopes to use Kangxiaoxin to find answers and provide impetus for the diversified development of the brand.
"This award for "Kang Xiaoxin's Traditional Chinese Medicine Culture Journey" is not an accident or accident. It is the result of Kang Xiaoxin's continuous practice in helping the brand's diversified development." Staff at the Good Doctor Brand Management Center said that in addition to popular science animations, the new Good Doctor Rehabilitation brand has also created popular science comics "Kang Xiaoxin's Journey of Healing" and popular science songs "A Hundred Stomach Life" around the IP Kang Xiaoxin. In the constant attempts to update content, the image of Kang Xiaoxin's IP has gradually become rich and three-dimensional, with flesh and blood. The simultaneous output of visual image and brand culture gives consumers a deeper understanding of the Good Doctor brand and enhances brand identity.
However, the establishment of public recognition of traditional Chinese medicine culture does not happen overnight. Science popularization is a continuous and long process. Good Doctor Rehabilitation New Liquid is deeply aware of this. It has continued to operate the "Love Stomach, Love Health" public welfare IP for many years, combining traditional Chinese medicine knowledge, health science content and real life scenarios, and through diversified activities, more people can be subtly affected. In the past two years of the "Love Stomach, Love Health" activity, the brand IP Kang Xiaoxin has been fully utilized, allowing him to participate in the activity and become a "science popularization ambassador", becoming a bridge between traditional Chinese medicine culture, popular science content, brand value and users.
Taking this year's "Love Stomach, Love Health" event as an example, Good Doctor Rehabilitation broke the rules and linked up with "Internet celebrity" night market night owls in Chengdu. At the event, Kang Xiaoxin not only appeared as a participant, drawing draws, playing games and popularizing science with everyone, but fully integrated into the event. In the whole scene, they become part of the scene: Kangxiaoxin Zhiwei House, Kangxiaoxin Zhiwei gift pack, science knowledge wall... Through the setting of these links on site, users not only gain knowledge, but also have a deeper understanding of Kangxiaoxin's knowledgeable, wise, warm character and the brand spirit he represents.
"It sounds a bit 'weird' for a pharmaceutical company to do science popularization in a night market, but with Kang Xiaoxin as a bridge, this strange feeling can be eliminated." The staff of the Good Doctor Brand Management Center said that after all, no one would reject such a cute image, not to mention that he just wants to teach you some useful and fun knowledge.
In recent years, Good Doctor Group has been continuously exploring the path of integrity and innovation in the development of traditional Chinese medicine, of which the diversified development of traditional Chinese medicine brands through IP is one of the links. In the process of constantly "going out" of traditional Chinese medicine culture, Kang Xiaoxin has also continued to "bring back" new vitality and genes to the brand. Kang Xiaoxin has helped Good Doctor Rehabilitation New Liquid find its own brand development path with popular, entertaining, personalized and innovative expressions, deepened its connection with the public, and assisted the spread of Chinese medicine culture.
