深圳市医疗广告监督情况分析及对策探讨

目的通过分析深圳市医疗广告监督工作的情况,为进一步规范医疗广告提供经验和依据。方法描述分析2010～2011年深圳市发布医疗广告的医疗机构的性质、数量、比例及广告的发布媒介情况。定性分析医疗广告监管的相关文献、专家交流资料和卫生监督工作情况。用Office软件包对数据进行预处理和统计分析。结论通过采取对医疗机构违法发布医疗广告的情况进行通报、行政处罚、约谈医疗机构法人代表、负责人等一系列措施后,深圳市医疗广告违法率呈现大幅下降的趋势。促进深圳市医疗广告的健康发展,必须在加强医疗广告卫生监督综合执法力度和长效机制建设的同时,积极完善医疗保障和医疗广告相关法制体系,实现医疗资源合理分配,引导患者理性就医,加强医疗机构依法执业意识,倡导媒体自律和社会公德,提高群众维权和识别虚假广告能力,才能有效规范医疗广告市场。

Objective：Through analysis medical advertising supervision of the Shenzhen City, Get more Experience and standards to standardize it. Methods：Descriptive analysis of the 2010 to 2011 in Shenzhen City, medical insti- tutions, medical advertisements published nature, quantity, proportion, and ad distribution medium situation.. Qualita- tive analysis of the regulation of medical advertising literature, experts exchange of information and the health supervision. Office software package for data preprocessing and statistical analysis. Conclusion ： By taking illegal medical advertisements published the case of medical institutions, communications, administrative penalties, interviews with medical institutions, legal representative, person in charge of measures, Shenzhen City Medical illegal advertising rates substantially downward trend, Illegal rate at a low level. To promote the healthy development of the Shenzhen City, medical advertising, Also necessary to strengthen the medical advertisements health supervision law enforcement and the construction of long-term mechanism, And at the same time, Actively to improve health care and medical advertising-related legal system, Achieve a rational allocation of medical resources, Guide patients to rational medical treatment, Strengthening of medical institutions in accordance with the law practice awareness, Advocate for media serf-regulation and social ethics, Raise public rights and identification of false advertising capability, In order to effectively regulate medical advertising market.