医疗广告的现状分析及规范对策

目的医疗广告作为医疗公共关系的重要组成部分,是医疗机构向公众进行宣传活动的窗口,真实的医疗广告有助于提高公众的医疗常识,本文旨在分析并改善医疗广告的现状。方法分析国内外医疗广告现状,以及发生发展原因的基础上,从公共关系学的角度对医疗公共关系的主体、客体、手段及其背景系统多方面的优化统筹提出建设性意见。结果我国的医疗广告存在管理不规范,虚假夸大的现象,这不仅严重损害医疗机构的自身利益,更加威胁到医疗市场的正常运行乃至整个社会的安定团结。解决医疗广告中出现的问题,已经成为媒体关注的焦点,更是医疗市场整顿的当务之急。结论目前我国医疗广告市场混乱,应从公关主体、客体、手段及医疗体制等多方面进行改进。

Analysis and Strategy of Medical advertisement

Objective Medical advertisement,as an important part of medical public relation,true advertisement is propaganda to the public which can improve the medical knowledge of the patients.And we are trying to find a good way to improve this situation.Methods By analyzing the reason of the formation and development of this social problem and we would give some suggestion in the view of public relation.Results Medical advertising was not in standard management in our country,and illegal advertising with false content would eventually hurt the medical institute.Furthermore,they would influence the medical marketing and the whole society.How to handle this problem has become the focus of the media,and on the other hand one of the most important tasks of the reformation of the medical marketing.Conclusion Many problems of medical advertising still exist in our country.To solve these problems,we should improve the administration of the subject,object,and process of the public relation and the medical policies.