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目的了解中国医药卫生期刊药品、器械广告现状,形式和内容规范性,探讨药品和器械类广告循证评价方法及发布规范。方法手检《中文核心期刊要目总览(2004年)》收录的222种医药卫生类期刊的2008年第1期,收集各期刊的基本信息和广告信息。对药品类广告,收集广告药品的通用名、商品名;对药品和器械类广告,统计其有无国药准字或国械字号、广告审查批准文号等。资料录入采用EXCEL软件,统计分析采用SPSS13.0软件。结果共手检到218种期刊,另4种因无法获取纸质版而未纳入评价。其中158种刊登了广告,占72.5%;广告总数1208个,每种期刊广告数最少1个,最多37个,广告中位数6(3,10)个。药品器械广告910个,占75.8%;其中药品类598个、占49.5%,器械类318个、占26.3%,集中刊载于临床类、专科性强的期刊。双证(国药/械准字号、广告审查批准文号)齐全的药品广告517个、占86.5%,器械广告119个、占37.4%。结论中国医药卫生期刊对药品、器械广告发布欠规范,且器械广告规范性远差于药品。仅基于广告本身难以评价广告产品的有效性、安全性和成本-效果。提示应加强药品器械广告发布内容的规范化,尤其应加强审查和监管。
OBJECTIVE To understand the status quo, form and contents of drugs and equipment advertisements in Chinese medical and health journals, and to discuss the methods and specifications of evidence-based evaluation of drugs and equipment. Methods Handbook “Chinese core journals to be 目目 overview (2004)” included in 222 kinds of medical and health periodicals in 2008 No. 1, collect the basic information of each periodical and advertising information. For drug advertisements, the common names and trade names of advertisements are collected; for drugs and equipment advertisements, statistics are given on whether there is a Chinese medicine quasi-letter or national autograph font number, advertisement examination and approval document number, and the like. Data entry using EXCEL software, statistical analysis using SPSS13.0 software. Results A total of 218 journals were hand-picked and the other 4 were not included in the evaluation because they were unable to obtain a hard copy. Of these, 158 were advertised, accounting for 72.5%; the total number of advertisements was 1208, with a minimum of 1 advertisement per period, a maximum of 37 advertisements, and an advertisement median of 6 (3,10). There were 910 medical equipment advertisements, accounting for 75.8%. Among them, 598 were pharmaceutical products, accounting for 49.5%, and 318 were apparatus, accounting for 26.3%. They were mainly published in periodicals of clinical and specialty specialty. Dual card (Sinopharm / Tiao accurate font, the number of advertising review and approval of) a complete pharmaceutical ads 517, accounting for 86.5%, 119 pieces of equipment advertisements, accounting for 37.4%. Conclusion Chinese medical and health journals are not standardized in the advertisement of drugs and apparatus, and the normativeness of medical devices is far worse than that of drugs. It’s difficult to evaluate the effectiveness, security, and cost-effectiveness of your ad products based solely on the ads themselves. Prompts should be strengthened to standardize the contents of drug device advertisement, in particular, to strengthen the review and supervision.