Be careful when advertising. This pharmaceutical company has been fined nearly one million yuan

[industry trends of pharmaceutical network] on December 17, the State Administration of market supervision and administration announced the fourth batch of typical cases of false and illegal advertisements in 2019, among which the products of a pharmaceutical company in Chongqing were listed due to illegal placement of advertisements in variety programs It is reported that in order to promote the products, the pharmaceutical company in a small theater at the end of a variety show "stop itching is fast, colorless, tasteless and refreshing", "recommend you to use XXXX green clothes" and other contents to publish advertisements, but it can not submit the documents for examination of the advertisements by the advertising review authority, and the advertisements are not marked with taboos, adverse reactions, or "please follow the medicine" Instruction manual or purchase and use under the guidance of pharmacist This violates the provisions of Article 16, paragraph 1 (4), paragraph 2 and Article 46 of the advertising law According to the first and fourteenth items of the first paragraph of Article 58 of the advertising law, in August 2019, Shanghai municipal market supervision and Administration Bureau has imposed an administrative penalty, ordered to stop publishing illegal advertisements and imposed a fine of 900000 yuan Pharmaceutical companies need to be cautious in advertising In fact, it is not uncommon for pharmaceutical companies to be fined for advertising In the second batch of typical cases of false and illegal advertising published by the State Administration of market supervision on August 26, 2019, there are six cases of pharmaceutical industry that have been named and fined There are 5 hospitals and 1 pharmaceutical trading enterprise involved in false and illegal advertisements The drugs involved in false publicity include Angong Niuhuang Pill, etc., most of which are hospitals and medical institutions that falsely publicize their efficacy and safety In fact, the State Administration of market supervision and Administration issued a work plan as early as January, saying that it would strengthen the supervision and handling of false and illegal advertising cases, severely investigate and deal with false advertising, and strengthen advertising oriented supervision According to its work, in 2018, 41300 cases of false and illegal advertisements were investigated and dealt with, with a fine of 758 million yuan Among them, 3858 cases of false and illegal food advertising accounted for 9.3% of the total number of advertising cases investigated, with a year-on-year increase of 23.7% and a fine of 60.1 million yuan Among them, 726 cases of false and illegal advertising of health food, with a fine of 1977 million yuan; the special rectification action of Internet advertising achieved remarkable results, 23102 cases of illegal Internet advertising were investigated and dealt with in the whole year, up 55% year on year The safety of medicine and food is related to people's livelihood As one of the means of publicity, advertising will definitely be strictly supervised In the future, the provincial bureaus will continue to actively complete the work of cracking down on illegal and false advertising and increase the punishment It is hoped that all pharmaceutical enterprises and institutions will not violate the bottom line of the law for the sake of interests, and will be cautious in advertising In fact, advertising has always been a form of marketing in the pharmaceutical industry, and also a big part of the sales expenses of enterprises In 2000, Harbin Pharmaceutical Group, which started advertising bombing, spent 1.2 billion yuan on advertising and realized 6.4 billion yuan of sales After that, Jiangzhong, Renhe and other enterprises also adopted the same model, bombarding consumers with intensive advertisements With the increase of traditional media delivery costs and the rise of the Internet, at present, in addition to advertising, the marketing methods of pharmaceutical enterprises are more diversified, and the sales expenditure is also increasing Previous data showed that 292 companies in the A-share biomedical industry spent about 250 billion yuan on sales Among the sales expenses, the advertising expenses of pharmaceutical companies are also concerned Last year, 130 pharmaceutical companies spent a total of 17.3 billion yuan on advertising, of which 39 companies in the traditional Chinese medicine industry spent 6.56 billion yuan on advertising and 27 companies in the chemical industry spent 3.64 billion yuan on advertising Compared with the 43 billion yuan of R & D expenses announced by 282 listed pharmaceutical companies in the same period, the situation of emphasizing marketing over R & D in domestic pharmaceutical industry is very significant In the view of the insiders, the high cost of sales, on the one hand, is likely to lead to the product gross profit rate not to go up, thus eroding the company's performance In addition, the high cost of marketing, to some extent, reflects the company's lack of R & D capabilities, products do not have core competitiveness If the cost of product sales continues to be too high and the company does not develop new products, it will not be conducive to the long-term development of the company after the original product reaches its life cycle At present, compared with the pharmaceutical giants in the mature market, some domestic listed pharmaceutical companies are quite inadequate in R & D investment Although R & D investment itself is a long process, it can directly affect the domestic pharmaceutical industry and the core competitiveness of enterprises If the R & D cost can be adjusted to the sales cost, the competitiveness of the domestic pharmaceutical industry will be really strong.