医疗广告的法律规范与医院的营销策略

Medical advertising legal norms and hospital marketing strategy

国家对医疗广告的审批和发布都有明确的法律规定,然而医疗广告方面的违法现象却司空见惯。本文梳理了关于医疗广告的相关法律,通过北京市工商行政管理局曝光的医疗广告违法案件,分析医疗广告违法的特点,探讨在遵守医疗广告法律和顺应医疗市场发展的情况下,扩大医院知名度的医院营销策略。除了合法发布医疗广告之外,医院应重视医院的技术品牌、服务品牌以及文化品牌的建设和宣传。

Approval and publishing of medical advertising have clear legal provisions,however,the phenomenon of illegal medical advertising has become commonplace.This paper reviews the relevant laws and regulations on medical advertising,analyzes the characteristics of illegal medical advertisements being exposed by the Beijing Municipal Administration for Industry and commerce,explores hospital marketing strategy to expand hospital known in compliance with laws and regulations and following the medical advertising medical market development,In addition to legitimate medical advertisements published outside,the hospital should pay attention to building and advocating the hospital＇s technology brand,service brand and cultural brand.