Purpose/Significance Based on the realistic background of the coexistence of the public's thirst for authoritative knowl. edge and the prevalence of pseudoscience in the digital era，the path for public hospitals to carry out IP-based health communication is explored. Method/Process Taking the videos of“PUMC Doctors Say”on TikTok account of Peking Union Medical College Hospital as the research object，the content analysis method is applied to systematically anatomize the communication strategies，authority construc. tion pathways，and communication effectiveness of this health IP. Result/Conclusion“PUMC Doctors Say”has achieved the publictranslation of medical knowledge and the transmission of trust through layered medical science popularization practices and tangiblemedical authority construction. Further empirical analysis indicates that the identity of on-screen presenters has no significant associa.tion with user engagement，content featuring the“medical backstage”is more attractive than conventional science popularization，and excessive terminological simplification paradoxically reduces user engagement.