The name of the online meeting on nutrition for the elderly

The public welfare science popularization category for ordinary elderly people should take the people-friendly route, the academic communication category for practitioners should take the authoritative and clear route, and the commercial science popularization category for potential users should follow the demand matching route. The final effect depends entirely on the audience's adaptability, and there is no absolute optimal solution.

A while ago, I helped a community hospital near my home prepare a live broadcast of nutritional science for the elderly living alone, and we had been arguing about the name for a week. The title originally planned by the newly graduated post-95s operation girl was "Must-see for Parents!" Eat right at 3 o'clock and go to the hospital three times less." As soon as he said these words, Director Wang, who is in charge of public health, pressed him down - "Just go for a walk in the community and ask. When old men and women see the words 'must see' and 'go to the hospital less often', their first reaction is that they are selling fake medicines. Who clicked in? ”

The final title was "Dr. Zhang Talks to You: What to Eat After Retirement". Before the broadcast, the QR code was only placed on the community owner group and the roll-up banner at the entrance of the community. Within half an hour, more than 1,200 viewers came in. The comment area was full of familiar faces, and some people said "I brought all the old sisters who dance in the square." The interaction rate of the whole show was 7 times higher than the "high-end" science popularization they had done before.

But if the scene were changed, this naming idea wouldn't work. Last month, I participated in an online training meeting for grassroots geriatric nutritionists organized by the Chinese Nutrition Society. It was called "Seminar on Interpretation of Core Recommendations of the 2024 Dietary Guidelines for Elderly Residents in China". It did not have any fancy modifications, but it was well received by community nutritionists and grassroots doctors who participated in the meeting. I learned to add internet words such as "full of useful information" and "must learn" in the title once before. Instead, I received more than 20 complaints, saying that "it looks like pheasant training and is not professional at all."

Professor Li, who has been doing research on geriatric nutrition for almost ten years, talked to me. The consensus among people in their academic circle on online naming is very simple: the audience is practitioners, so the core theme, authoritative endorsement, and core values ​​must be put directly in the title. Don’t be frivolous. People’s time is precious. You can know whether to enter or not by just glancing at the title, so you don’t waste time.

The most controversial thing is actually the name of the senior nutrition online program produced by commercial companies.

I know the person in charge of a brand that specializes in bone and joint nutrition. Last year, he did two live broadcasts on bone health science with almost identical content. One was called "Supplementing Calcium and Glucose: You Can Climb Mount Taishan at 80 Years Old" and the other was "Seminar on Clinical Progress of Nutritional Intervention for Bone Health in the Elderly." The former The conversion rate was 4.2 times that of the latter, and the entire content was delivered by an orthopedic surgeon from a tertiary hospital, without any exaggeration. He felt, "I'm not lying. The elderly are originally concerned about whether they can go out for a walk or climb stairs. What's wrong with saying that they can understand?" ”

But there are also many voices of opposition. Last year, a small brand took a sidestep and named its online program "Eat this Nutrient and No Need to Take Antihypertensive Drugs." Although the content did not dare to really ask people to stop antihypertensive drugs, they were still complained to the city supervisor, and were fined in the end. Many serious science popularization brands were also questioned as "all selling fake drugs." Friends from industry associations feel that the bottom line should be kept when choosing a name for commercial senior nutrition online, and the effect cannot be exaggerated for the sake of traffic, otherwise it will consume the trust of the entire industry.

I have been running offline and online activities on senior nutrition for more than 5 years. To be honest, there is really no universal naming formula.

A while ago, I watched a live broadcast from a county health center. It was called "Aunt Li asked everyone about eating problems at the outpatient clinic last week. Today, I will explain it clearly to everyone." With such a meaningless sentence, the number of people who started the broadcast exploded. It was more than 10 times more than when they called the "Lecture on Dietary Nutrition for the Elderly".

To put it bluntly, the essence of naming is "talking to people when you meet them": when you ask old men and women to come to class, you can use more familiar words like "chat", "home-cooked meal" and "walking around".； When you call family members, mention their concerns about "preventing falls in the elderly" and "reducing the recurrence of chronic diseases." ； When you invite colleagues to communicate, just lay out the academic themes and core content honestly, and don't just join in the fun and make jokes.

There is no best name. If you are willing to click on it and listen to it, it is a good name.