With the mass media, over-the-counter drugs approach ordinary people under the long-term advertising effect. However, the road to advertising over-the-counter drugs seems to be unable to go on. On the afternoon of September 28, the State Food and Drug Administration, the China Association of Non-prescription Drugs, and non-prescription drug companies met to discuss ways to revise the Measures for the Examination of Drug Advertisements, aiming to eliminate the right to publish advertisements for over-the-counter drugs (OTCs) in the mass media. Only non-prescription drugs (OTCs) are allowed. ) Advertise on designated professional media.

Is it not good to control?

There are more than 4,600 OTC companies in China, a considerable part of which are profitable through high-value illegal advertising. The phenomenon of chaos in medical advertisements has been repeatedly observed by relevant departments. The new revision method aims to curb the chaos of such pharmaceutical advertisements through the source.

In Xiao Bian's view, the treatment that is prohibited is not banned. It seems that it is because of food waste. Over-the-counter drugs are drugs that have been applied for a long time, have been confirmed to be curative, have stable quality, and are safe for non-medical professionals to use. They do not require a doctor's prescription, and consumers can purchase directly at pharmacies. Non-prescription drugs not only facilitate patients, but also reduce the hospital's treatment pressure. For consumers, many people do not really have the relevant medical knowledge. The most common way they understand over-the-counter drugs is through advertising. Advertising gives consumers a certain choice of direction, such as stomach discomfort can use domperidone, Sanjiuweitai; cold can use new Contac, VC Yinqiao tablets; diarrhea in children can use Ding Guier umbilical paste. For drug manufacturers, advertising in the mass media is an important marketing tool.

Because OTC has the characteristics of both drugs and consumer goods, advertising is an important way for consumers to establish links with producers. Mass media is also a worthy marketing medium. If you do not pass mass media advertising, OTC can not be well-known, can not reflect the inherent market attributes, this one-size-fits-all policy is obviously not in line with market rules.

Can not help but also have to manage!

A one-size-fits-all policy is inconsistent with reality, and OTC advertisements have to deal with illegal and false drug advertisements. According to Professor Hu Tianyou, who specializes in drug advertisement management at the International Business School of the China Pharmaceutical University, the United States and Europe currently use the DTC (Direct To Consumer) drug advertising management model for drug advertisement management. Xiao Bian is in favor of learning from Western countries. Whether it is mass media or medical management, the West is at the forefront. Drawing lessons from Western experience, effectively managing and strictly supervising pharmaceutical companies is the way to truly benefit the country and the people.