China Youth Daily: Flooding Medical Advertisements Seek the Roots of Doctors and Patients

One reality that has to be faced is that the doctor-patient relationship has deteriorated to a dangerous time. This danger can be seen in frequent hospital bloodsheds. It can be seen in difficult medical procedures. It can be seen from helmets worn by doctors and doctors who are under pressure to prevent doctors. Public opinion has been asking questions. How should the relationship between doctors and patients who are so prone to deteriorate be reduced to such an extent that they are incomprehensible? While reflecting on the reasons, I saw a culprit that was often overlooked: flooding medical advertisements on TV, newspapers, and the streets.

What is doctor-patient relationship and medical advertising? Great relationship! The direct reason is that those fake medical advertisements exaggerate the effect and convey an unrealistic expectation to the patient. This kind of "unrealistic expectations for doctors and hospitals" is often the source of conflicts between doctors and patients.

Medical advertisements have become a part of popular culture, and false medical advertisements account for a large number of them—from newspapers to magazines, from broadcasting to television, to networks and bus bodies, and medical advertisements occupy every eye. A writer wrote an experience of his bus: He heard three girls in the back seat talking, one said: "How are you not happy?" The people in the car all thought the same sentence at the moment. Sure enough, there was a girl who took it down and said: "That's going to the Yellow River Hospital!" Everyone in the car laughs. This is a pervasive slogan from a local private hospital. This shows that medical advertisements instill in the daily life of the public everywhere, bombing and hypnosis.

No exaggeration, no advertising. In the flood of medical advertisements, the exaggeration of pharmacological effects is spreading. In these advertisements, there is no dare to say, there is no cure for the disease: all types of cancer can be completely cured, incurable diseases can be cured, difficult to say can be washed, the world's problems is simply a piece of cake. The lack of medical knowledge of the public's only little knowledge of medical care is a result of the acquisition of false medical advertisements. Under the daily bombardment of false medical advertisements, patients naturally have a lot of unrealistic expectations for medical treatment. When they came to the hospital with the expectation that “Cancer can be cured,” “Doctors can be cured,” and “Hospitals can rejuvenate,” and hospitals cannot meet their unrealistic expectations, think. And know what kind of conflict occurred.

Patients naturally think that after the hospital, doctors should cure their own diseases. This is clearly beyond the reach of hospitals and doctors. When doctors and patients tell the truth "This disease can't be ruled" or "I can't do anything," when the effect of the treatment is far inferior to that of TV ads, the patient will have all the problems. It is irresponsible to blame for the hospital's mercenaries and doctors. The patient will not go to the false advertisers, but will vent all the resentment to the doctor. This is the root cause of false medical advertising. This “masterpiece” conspired by drug dealers and celebrities not only defrauds people of money, but also plays an extremely secret culprit role in exacerbating the doctor-patient relationship.

The proliferation of medical advertisements also contributes to the impetuous medical circle. The proliferation of medical advertisements reflects not only false advertising, but also a corrupt medical culture. The pharmacy association spends a huge amount of money on advertising, but it is extremely inconvenient on other investments. Typical, such as Harbin Pharmaceutical Group, advertising investment is 27 times that of environmental protection. Burning money marketing is said to be unable to cure pollution. In the pharmaceutical industry, only Sun Honglei’s endorsement fee for two years amounts to several million yuan, and advertising investment reaches 300 million in only one month. Yuan, in order to save a little cost or even use "toxic capsules."

Drugstore superstitious advertising effect, patient superstitious advertising effectiveness. The relationship between doctors and patients is also deteriorating in the dislocation and expectation of this input.

Realizing this problem will understand that resolving conflicts between doctors and patients is simply due to the fact that both doctors and patients are useless. First of all, it is necessary to start with the proliferation of medical advertisements.

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