Government Regulatory Practices And Countermeasures Of Medical Advertising Analysis

Medical industry is a particular industry that is closely related to our lives and health and provides specialized medical services. With the growth of national economy and the improvement of living standard, people expect medical services with higher quality. "To enhance the medical services and improve health conditions" has been become the important component of building harmonious society by State Council.Medical advertisement is an important means for establishment introducing itself and publicizing its services to common people. Its truth, legal and health have an important influence to people in choosing establishment and medical services. SO, medical advertisement needs stricter supervision than other commodity from Government.Many bad phenomena exist in Medical advertisement, such as disorder management, fake and inferior medicines and illegal contrary activities.These phenomena not only severely impaired self-interest of medical establishment, but also threatened normal operation of medical market, and even, whole social stability and unity. So, to solve problems existing in medical advertisement has become not only the focal point of media and urgent need for people, but also urgent priority in overhauling markets.Through investigating the present situation of medical advertisement at home and abroad, the paper firstly analyzed reasons that generated and developed current Medical advertisement and its government supervision. Secondly, the author deeply and elaborately analyzed the relation between medical advertisement and advertisers (medical establishment), advertising publishers (the media), advertising agents (advertising company), consumers, government (advertising supervision department). Thirdly, making use of the government regulation theory, government function theory and reputation system, the author systematically analyzed the supervision of medical advertisement from government, and put forward constructive opinions, such as optimization and overall planning etc.Finally, the author discussed the effect measure that how to supervise medical advertisement, in order to further regulate the behavior of medical institution, clarify the medical advertising market, and lastly, make the health system reform achieve tangible results.