社会公众对医疗广告认可度的调查分析

The Analysis on the Investigation of the Acceptable Degree Related to Medical Advertisements by the Public

目的:调查沈阳市公众对医疗广告的认可度,分析发生的原因,探讨进一步解决医疗广告问题的措施。方法:对沈阳市内五区居民进行随机抽样问卷调查,并用SPSS11.5对数据进行统计分析。结果:在对医疗广告市场秩序满意度评价中,达到满意和非常满意的仅占被调查者的0.8%和5.6%;认为医疗广告中存在的虚假成份占49%以下的占总数的14.8%,50%-69%的占37.6%,70%-89%的占32.8%,90%以上的占14.8%;面对虚假广告泛滥的局面,认为政府应该取缔医疗机构广告的有166人,占被调查总数的66.4%。结论公众对医疗广告市场秩序满意度较差,认为虚假成份较多,管理部门应该加强对医疗广告的监督和管理,全方位、多部门配合规范医疗广告市场。

Purpose：The author of this article tries to investigate the acceptable degree related to medical advertisements by the public, analyze its reason and try further to find the solutions to the problem of medical advertisements. Method： to make random sample investigation and questionnaire of the citizens in the five districts in Shenyang, and apply statistically analysis on the data by means of SPSS11. 5. Result：According to the investigation of the satisfactory degree in market order of medical advertisements, satisfaction and non - satisfaction are relatively 0.8 % - 5.6 % among the subjects, 14.8 % of the subjects believe there is less than 49 % of fake propaganda in medical ads, 50 % - 69 % of the subjects 37.6%, 70% - 89% of the subjects 32.8%, more than 90% of the subjects 14.8%. Under the situation of flooding fake medical ads, 166 subjects（66.4 % of the total）think governments should outlaw fake medical ads. Conclusion：The public hold low satisfaction degree with the market order of medical ads. They think there is more fake propaganda, the managing department should strengthen supervision and management of medical ads, and make all-round coordination from more departments to standardize medical ads market.