| Advertising, plays an important role in disseminating and popularizing health information, and contributing to the growth of Chinese Pharmaceutical Industry,which has become one of the most significant methods of marketing promotion for pharmaceutical companies. A number of pharmaceutical companies have succeeded in taking initiative in the market and gaining the sales growth through advertising.Driven by economic interest, the phenomenon of illegal pharmaceutical advertisements in China is getting worse and worse, bringing huge health damage to consumers, therefore how to manage it effectively and rationally has become one of the social topics of great concern. The "Twelfth Five-Year of National Drug Safety Plan",published by State Department of China in 2012, has specifically emphasized taking actions against releasing illegal pharmaceutical advertisements. In order to govern the illegal pharmaceutical advertisements, the administrations should strengthen the regulation system. Focusing on this regard, this paper attempts to explore on designing of pharmaceutical administrative system.First of all, based on the general concepts and properties of pharmaceutical advertisement, this paper summarizes and analyzes the four different periods that Chinese pharmaceutical advertisements has gone through, and predicts the future trend of Chinese pharmaceutical advertisements. What's more, explain the meaning and effect of pharmaceutical advertisement, in other words, advertising brings about the growth of health care industry and accelerates health information transmission.The market will become increasingly large and competitive. And also, the future form and content of pharmaceutical advertisements are increasingly subtle. Therefore, to strengthen the regulation of pharmaceutical advertisements seems to be of great importance.Secondly, the study analyzes potential problems and hazards, and points out the phenomenon of more and more serious illegal actions which are conducted in various ways, such as qualification violation, publishing the forbidden items or content,inappropriate information of medical functions, advertising in the name of public figures, consumers or professional organizations and promoting the "soft" advertising.Furthermore, this phenomenon has negative effect on social environment, including damaging human health, increasing burden on consumers, reducing the credibility of government, causing unfair competition in the industry, declining the innovation,polluting the ecological environment and bringing about moral crisis.Following the second part, Interest Policy provides fundamental theories to analyze the respective interest of stakeholders in pharmaceutical advertising industry in China, including administrations, consumers, pharmaceutical companies,advertising agencies and media. And the study notes that pharmaceutical advertisement, as a special kind of advertisement, is not only relevant to the health and life quality of the mass, but also closely related to the interest of stakeholders. It is the complex interest relationship between individual stakeholders that is responsible for the repeated violations in pharmaceutical advertisement. This section offers readers an important reference for designing pharmaceutical administrative system by balancing the interests of individual stakeholders.Fourthly, this paper takes the official drug administration (state level) websites from 31 provinces, municipalities and autonomous regions of China as samples, then examines and compares each sample from five different aspects: from what channels to access the information of illegal pharmaceutical advertisements, how frequent the bulletins are updated, how detailed the bulletins are, how much information the regulation programs contain, and how the public reporting platform is set up. The paper shows there exist multiple problems in regulation of pharmaceutical advertisements in China, which are as follows: (1)Different provinces attach importance to different degree to advertisement supervision. (2)It is highly complicated to access the information of illegal pharmaceutical advertisements.(3)The illegal information is not updated in time. (4)How detailed illegal medicine are presented to the public varies in each province. (5)Few provinces have established column. (6)The public reporting platform is built imperfectly and unscientifically.Fifthly, in order to further explore the interest between each individual stakeholder, the author has visited Sanjing Pharmaceutical Co., Industry and Commerce Bureau of Fujian Province, Fujian Provincial Drug and Food Administration, Strait News, Ningde Television and other organizations, as well as the practitioners who are relevant to pharmaceutical advertisements, such as market supervisors, drugs producers, media releasers, advertising operators and so on. Most of the interviewees believe that the pharmaceutical advertisement has become a serious social problem, caused by deeply-rooted system problems, and hidden behind the system are various interests. It is agreed by them all that the only way to eradicate the longer-term phenomenon of illegal pharmaceutical advertisements is to resort to system innovation. And the first-hand information from interviews provides the detailed material for system design.Sixth, in order to verify the results of previous interviews, fully understand what the people really care about, further empirical research on consumers awareness of pharmaceutical advertisements is conducted. The author distributes 2200 copies of survey to consumers on Huichun, Hui-hao, KangliDa, Rongjia and other thirteen pharmacy stories, and seven hospital pharmacies, such as Fujian Medcial University Union Hospital, Fujian Provincial Cancer Hospital and so on. The result of survey concerning consumers' knowledge of pharmaceutical advertisements comes from quantitative analysis, indicating the conclusion of previous interviews. And the result also exposes the fact that illegal pharmaceutical advertisements are rampant, without enough social surveillance.Seventh, summarize five historical reform periods of Chinese pharmaceutical regulation system, analyze Chinese pharmaceutical advertising supervising agencies and its legal system, and introduce the characteristics of Chinese system. At the same time, throw light on administrative and supervising system of the United States,Australia, France, United Kingdom, Japan and Singapore; finally borrow some experience from overseas for better suggestions, which is of realistic significance to our breakthrough in the pharmaceutical advertisement supervision system.At the end, in order to control and balance benefits of all relevant departments in pharmaceutical ads and maximize their respective profits, this paper puts forward some suggestions as follows: Establish a special law for pharmaceutical advertising;Supervision be performed by only one department; Only one advertisement monitoring center be permitted to exist; Build one information platform for sharing information; Set a hot line for report; Create a national health show or program;Modify relevant laws and construct a better environment for enforcement. All these help to design an improved system, and specific content and requirements are clearly explained in terms of system reform, government function renewal, perfect relevant laws and regulations, and supervision tool updating, therefore, the theoretical and practical significance of this subject is highlighted. |
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