医疗广告政府监管实践与对策分析

【作者】 吴瑛；

【导师】 孙君明；

【作者基本信息】 复旦大学 ， MPA， 2011， 硕士

【摘要】 医疗行业作为一种特殊的与生命健康密切相关的行业,向老百姓提供专门的医疗服务。随着我国国民经济的不断增长,随着人民生活水平的不断提高,老百姓对医疗服务提出了更高的要求。党中央、国务院以战略性的发展目光将“加强医疗卫生服务,提高人民健康水平”纳入“构建和谐社会”的重要内容之一。医疗广告作为医疗服务机构对社会宣传、介绍医疗机构或医疗服务的重要手段,也是广大老百姓“认识、了解”医疗服务机构及其提供的医疗服务的重要途径。医疗广告的真实、合法、健康与否对老百姓选择接受何种医疗机构、何种医疗服务质量有着重大的影响。因此要求政府对医疗广告的监管要较其他商品的监管更加严格。当前,我国医疗广告管理不规范、虚假夸大等违法违规现象履出不穷。这一方面严重损害了医疗机构自身利益,另一方面也对广大消费者安全就医、医疗市场的正常运作以及社会的安定团结造成了不良影响。解决这一问题已经是人民群众所迫切要求,也是许多媒体所关注的焦点。这迫切要求我国政府对医疗广告市场及至医疗市场进一步监管整顿。作者通过对国内外医疗广告现状进行调查分析,分析了当前医疗广告及其政府监管的发生、发展原因；深入、详细地分析了医疗广‘告与广告主(医疗机构)、广告发布者(媒体等)、广告经营者(广告公司)、广大消费者以及政府(广告监管部门)间的关系,并运用政府管制理论、政府职能理论、声誉制度等对政府对医疗广告的监管进行了系统分析,并提出了优化统筹等建设性意见,探讨政府对医疗广告监管的有效措施,以期进一步规范医疗机构行为,净化医疗广告市场,促进医疗卫生体制改革深入开展取得实效。更多还原

【Abstract】 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.更多还原