Chapter 575: Combination Boxing

"When buying an oxygen concentrator, you must choose a regular medical device!"

An elderly man in a white coat appeared on the TV screen. He had silver hair, a ruddy complexion, gold-rimmed glasses, and a very deep voice. You can tell at a glance that he is a very knowledgeable doctor.

In fact, this man is an actor.

Many advertisements in later generations will find an actor with a good image and temperament to pretend to be an expert. Since such actors are often very stylish and have a good sense of the camera, the effect is better than some real experts.

Sometimes you can even find an older foreigner to pretend to be a foreign expert. Anyway, in the minds of many ordinary people, the moon in foreign countries is rounder, and what foreign experts say is more convincing.

After all, experts are not entertainment stars. Experts have always been well-known only in their own industry. How many people will know experts outside their professional field?

So finding such an actor with a good image and temperament to pretend to be an expert will reduce advertising costs a lot, and the effect is also very good. As long as you don't name someone in a certain field in the advertisement, it is not considered false propaganda.

The "expert" said in a clear voice: "There are many types of oxygen concentrators sold on the market, but most of them have not obtained formal medical device production licenses, let alone certification by the Food and Drug Administration! Oxygen concentrators that have not been certified by relevant national departments can only be regarded as health care devices, not medical devices!" On the TV screen, the four big words "Medical Devices" appeared, and then a red cross was drawn on these four big words. The "expert" said again: "Health products cannot replace medicines, and health equipment cannot replace medical equipment! If health equipment is used as medical equipment, sometimes it will not only fail to work, but also bring adverse effects, making the condition worse, or even endangering life!

The quality and effect of various health products sold on the market are also uneven. Some products are not only ineffective, but will harm your health! When you buy them, you must open your eyes and don't be deceived.

When buying a home oxygen concentrator, you must choose a regular medical device! The puppy portable oxygen concentrator is a regular medical device. The manufacturer has professional medical device production qualifications, and the product has also passed the medical device certification of relevant national departments!"

Several certificates appeared on the TV screen at the right time, obviously telling the audience that we have certificates!

Next, the "expert" began to introduce the puppy portable oxygen concentrator, and the promotional content was also based on the routines of selling health products.

An old man felt dizzy and he felt better after breathing oxygen; a middle-aged man who was busy all day returned home tired and felt refreshed after breathing oxygen; a pregnant woman always felt unwell and gave birth to a healthy baby after breathing oxygen; a senior high school student studied until late at night every day and was admitted to university after breathing oxygen!

In addition, the advertisement secretly added some materials.

After breathing oxygen, the old man said to the camera; "I always worried about the effect of the oxygen concentrator I bought before, and I didn't know whether the oxygen inside was real. Now that I use the puppy oxygen concentrator, I feel relieved. This is a regular medical device, and the safety is definitely guaranteed! It will never deceive people like inferior health products." The middle-aged man said to the camera: "I think the effect of medical devices must be much better than health care devices, so I chose the puppy oxygen concentrator because it is a regular medical device!" The pregnant woman stroked her belly and said: "After I got pregnant, the doctor told me that oxygen inhalation helps the growth of the fetus, but there are still endless quality problems with health care products on the market, and there are many counterfeit and shoddy products! I am really worried that it will hurt the baby in my belly after using it. Fortunately, there is a puppy oxygen concentrator, which is a regular medical device. It will not have safety hazards like other health care products on the market, and I feel more at ease using it!" Several actors emphasized that the puppy oxygen concentrator is a regular medical device during their personal experience. The scene changed, and the "expert" appeared again. This time he did not promote the effect of the puppy oxygen concentrator, but began to introduce the advantages of medical devices, especially in terms of safety, and gave an emphasizing explanation.

Obviously, the focus of this advertisement is that medical devices are different from health care devices. While emphasizing the safety of medical devices, it also belittles health care devices.

This kind of publicity method is very targeted and also conforms to the routine of health care product advertisements.

In health care product advertisements, they often start with diseases, emphasize the harm of a certain disease, and then begin to introduce that health care products can prevent and treat diseases.

From the shallow to the deep, the introduction layer by layer makes consumers feel that if they do not use this kind of health care product, they will definitely get sick and die soon. This kind of scaring will make consumers pay.

The advertisement of the puppy oxygen concentrator distinguishes health care devices from medical devices, and then introduces the harm of health care products, as if to say that yours is a health care product, not a regular medical product, so it will die soon.

In the final analysis, consumers are frightened first, and then they will have a sense of urgency. Then add a few more examples of "personal experience" and the product will naturally sell.

This trick is still very effective, and consumers are easily fooled by this advertisement.

This is mainly because the reputation of health products has been a bit bad in the past two years.

After more than a decade of blindness and disorder, China's health care products industry exposed all kinds of problems in the late 1990s, and news reports about unscrupulous health care products that harmed consumers emerged one after another.

The various oral liquids that were hot in the past few years are no longer trusted by the public, and many health care product brands that were popular in the past have also completely cooled down.

In this context, the difference between medical devices and health care devices hyped by the puppy oxygen generator has an immediate effect.

Ordinary people don't know so much. They just think that medical devices must be safer and more effective. In addition, the "experts" in the advertisements fooled them, so they believed the propaganda in the advertisements.

On the second floor of a residential building, retired cadre Lao Zhao was standing on the balcony doing Tai Chi.

Before the New Year, Lao Zhao had a stroke, but fortunately it was not serious, and he was sent to the doctor in time, so there were no serious sequelae.

The doctor told Lao Zhao to exercise moderately and breathe more fresh air, so doing Tai Chi on the balcony became Lao Zhao's daily routine.

The reason why he didn't go out to do Tai Chi, but on his own balcony, was mainly because Lao Zhao was afraid of death.

At home, if he had another stroke, his wife could call 120. But if he had a stroke outside, if there was no kind person, his life would be over.

The balcony was next to the living room, and the large color TV in the living room was playing TV programs. Lao Zhao measured his body and just saw the TV screen.

At this time, a clear and melodious voice came from the TV: "When buying an oxygen concentrator, you must choose a regular medical device!"

Lao Zhao's eyes were immediately attracted, because since he had a stroke, his son bought him an oxygen concentrator so that he could breathe oxygen every day for health care, so when the oxygen concentrator advertisement appeared on TV, Lao Zhao would pay more attention.

The advertisement began to promote that regular medical devices are safe, and health care devices are like other health care products and hospitals, and they are probably scams. Lao Zhao, who was concentrating on the TV, couldn't help but frowned.

Lao Zhao was cheated by health products. He drank a lot of so-called oral liquids in the past. Those oral liquids were also under the banner of curing all diseases. As a result, Lao Zhao was hospitalized because of a stroke.

This shows that health products are useless! Since then, Lao Zhao no longer believes in health products.

Now seeing this advertisement, Lao Zhao's heart is beating again. He quickly took the packaging box and instructions of the oxygen concentrator that his son bought for him, wanting to check whether it is a medical device or a health device.

After a closer look, as expected, this oxygen concentrator has not been carefully tested as a medical device.

"This is not a regular medical device. No wonder I still feel dizzy recently. It turns out that I was cheated by this health product!" Lao Zhao thought to himself.

After a stroke, the body will have some uncomfortable symptoms. Coupled with the psychological suggestion that health devices are unsafe, Lao Zhao suddenly felt that he seemed to have another stroke.

"No, we can't use this oxygen concentrator anymore. Get rid of it and buy a regular medical device. Only in this way can we use it with confidence!"

The sales office of a certain brand of oxygen concentrator was overwhelmed with phone calls, all of which were from dealers from all over the country who called to return the goods.

General Manager Wang couldn't help but sweat profusely. He shouted anxiously: "What's going on? So many dealers want to return the goods?"

"General Manager Wang, I found the reason!" A subordinate hurried over and said: "The agent said that our portable oxygen concentrator is not a regular medical device. First, they are afraid that it will be difficult to sell, and second, they are afraid that there will be safety hazards. There will be problems if it is sold. So they dare not continue to be the agent!"

"Safety hazards? What safety hazards can there be?" General Manager Wang snorted coldly.

The subordinate explained: "The agent said that the people still trust professional medical devices more. Our oxygen concentrators do not have medical device certificates, so they can only be regarded as health care devices. Health care devices are not as safe as medical devices."

"We do not have any medical device certificates, but didn't they sell well before?" Mr. Wang asked.

"That's because other brands of oxygen concentrators did not have medical device certificates before, but now it's different. There is a new Xiaogou portable oxygen concentrator on the market, which is a regular medical device and they have a certificate!" The subordinate answered.

Mr. Wang's expression changed slightly. Xiaogou is a well-known domestic brand after all. Their advertisements can often be seen on major TV stations. It is not a good thing to have such a strong opponent join the game.

The subordinate continued, "The puppy oxygen concentrator has also played a new advertisement, saying that when buying an oxygen concentrator, you should buy a regular medical device to ensure safety. Many health products are of low quality. Not only will they have no effect after use, but they will also harm your health!" "Bullshit!" Mr. Wang snorted coldly, "No matter who produces the oxygen concentrator, it all depends on the two bags of sodium percarbonate and manganese dioxide? Regardless of whether there is a medical device certificate, as long as these two things are put into water, oxygen can be produced. What's the difference! Why do you say that he has a certificate, he is safe and guaranteed, and I don't have that certificate, I am a low-quality product? Since when does a chemical reaction need a certificate? Can it be that if there is no certificate, there will be no chemical reaction! What kind of logic is this!" This kind of chemical reaction oxygen concentrator relies on chemical preparations, not a plastic container for water.

Sodium percarbonate and manganese dioxide are chemical preparations, which are products of chemical factories. All oxygen concentrator manufacturers purchase these two preparations from chemical factories and repackage them before selling them. Some even repackage them. Let the chemical factory do it.

Regardless of whether there is a production license for medical equipment, it does not affect the chemical reaction. Even if you just find a basin and throw in sodium carbonate and manganese dioxide, you can quickly produce oxygen.

Therefore, in terms of effectiveness and security, it is nonsense to emphasize that certificates are more secure.

But ordinary people don’t understand this!

Most people's common sense in science is actually very worrying. This is true not only in China, but also in developed countries. In some Western developed countries, there are even more people who do not believe in science than in developing countries.

But most people believe in authority, especially in the professional field. Products that have been certified by authorities will often make consumers feel more at ease.

And a medical device certificate represents authority!

Mr. Wang sent someone to find the advertisement for the puppy oxygen concentrator, and then he cursed while reading the advertisement.

This advertisement is so targeted that after seeing the advertisement, Manager Wang himself came up with the idea that the puppy oxygen concentrator would be more effective.

"We also need to shoot a new advertisement. The new advertisement also needs to emphasize the medical properties of the oxygen concentrator. We must draw a clear line between it and health care products!" Mr. Wang thought to himself.

Mr. Wang knew that as long as it was related to health products, it would definitely leave a bad impression on consumers, so he felt that the original advertisement was no longer applicable and a new advertisement needed to be shot now.

Of course, new advertisements must link products with medical devices as much as possible. Even if their products are not medical devices, they must make consumers think that they are medical devices.

The new commercial was shot quickly and quickly put on the market.

Mr. Wang immediately sent people to keep an eye on various sales channels, including offline agents and TV direct sales agents. He wants to know how the product's sales are going after the new commercial airs.

Mr. Wang did not have hospital sales channels, so he could only sell through agents in various places and TV direct sales. This was also the main sales channel for various health care products at that time.

Sitting in the office, Mr. Wang stared at the phone, waiting for feedback from his subordinates.

"Ding ding ding..." The phone rang, and Mr. Wang immediately picked up the phone without any hesitation.

"Hey, Mr. Wang, I'm Xiao Li. A few people came outside. They said they were from the Health Supervision Office of the Food and Drug Administration and wanted to see the person in charge."

"The Health Supervision Office of the Food and Drug Administration? This department seems to be in charge of medical and health care equipment, right? Why are they here? Is there any trouble?"

Thinking of this, Mr. Wang said, "You take them to the reception room first, I will be there right away."

After speaking, Mr. Wang put down the phone, straightened his collar, and then went to the reception room.

When we arrived at the reception room, several people in uniforms were already waiting there. The leader introduced himself: "Hello, I am the captain of the Second Squadron of the Inspection Brigade of the Health Supervision Institute. My surname is Liu."

"It turns out to be Captain Liu!" Mr. Wang hurried forward to say hello. After a few words of greeting, he asked, "Captain Liu is here. Is there anything we can do for you?"

"It's like this. We received reports from enthusiastic people saying that you published unapproved medical device advertisements, which are suspected of misleading and deceiving consumers." Captain Liu said with a poker face.

"Enthusiastic masses? This guy is looking for the masses when he has nothing to do!" Mr. Wang cursed in his heart, and then defended: "Captain Liu, this is an injustice to me. We are a regular manufacturer, and the products we produce are all qualified. , how can we say that we mislead and deceive consumers!”

Captain Liu said: "As for consumers, it should be under the jurisdiction of the industrial and commercial administration department or the consumer association, but since someone has reported it to us, we should also investigate.

However, after our investigation, we found that you have indeed published unapproved medical device advertisements. You have indeed violated the regulations. This is what we are here for! "

"What's wrong with our advertising?" Mr. Wang said with an unconvinced look.

"Your oxygen concentrator is not a medical device registered with the Food and Drug Administration, so you cannot promote the product as having medical effects, otherwise it will violate relevant regulations." Captain Liu said coldly.

"Although our oxygen concentrator does not have a medical device certificate, it is the same as a certified oxygen concentrator, and the oxygen production effect is no worse than others! We are just pragmatic propaganda." Mr. Wang continued to defend.

Captain Liu had seen many such quibbling people, and he said: "Mr. Wang, if you think you did nothing wrong, then I will leave now, and at the same time I will hand over the matter to the industrial and commercial administration department for handling.

I don’t know whether your production and operation projects include medical equipment, but the industrial and commercial administration department must know that they will have your registration information there. "

Mr. Wang's face turned slightly green when he heard about the industrial and commercial administration department. The inspection brigade of the industrial and commercial administration department was much more difficult to deal with than the health supervision and inspection brigade.

Captain Liu continued: "We are here not to punish you, but to ask you to make rectifications. Illegal advertisements need to be removed immediately, and future advertisements must also be legal and compliant. They cannot There is illegal propaganda.”

"No fine?" Mr. Wang asked subconsciously.

"There will be no fines this time. In fact, fines are just a means, not an end. Our purpose here is to urge you to make timely corrections. As long as you can make timely corrections, we will not punish you lightly."

Captain Liu paused for a moment, then continued: "But if you refuse to change despite repeated admonitions, we will not rule out using fines or even more severe punishments."

"Then our new advertisement was shot in vain?" Mr. Wang felt very unhappy. He complained: "So many health care products are all promoted as medical products. You can't just arrest me!"

Captain Liu said coldly: "I told you when I came here that it was enthusiastic people who reported you. After investigation, we found that there are indeed problems with your advertisements.

If other companies have the same problem, you are welcome to report it, and we will investigate the content of your report! "

"Report? Then forget it." Mr. Wang quickly shook his head.

If colleagues find out about this and stir up trouble themselves, then don't expect to be able to work in this industry in the future.

Mr. Wang personally sent Captain Liu and his party to the company gate.

"Mr. Wang, there's no need to send him off, please stay." Captain Liu said.

"Team Liu, I will immediately ask someone to remove the advertisement, and we will actively carry out rectifications." Mr. Wang expressed his position again.

At this moment, several strangers appeared out of nowhere and suddenly rushed in front of everyone.

"Hello, I am a reporter from "Health Daily", can I interview you?"

"I am a reporter from China Health. Captain Liu, are you taking any action today?"

"I am a reporter from "Health Half Moon Talk". Can you briefly introduce me?"

The reporters spoke and raised their cameras.

Mr. Wang and Team Liu were stunned at the same time, wondering why so many reporters suddenly appeared?

Captain Liu became nervous instinctively. From the bottom of his heart, he was somewhat repelled by reporters.

"Stop filming, stop filming at all!" Team Liu reached out to cover the camera.

It is common for local and grassroots governments to exclude reporters. Many of them feel that reporters are here to cause trouble, so they push reporters away when they encounter them, and avoid them when they can. As a result, there are many cases where a small matter turns into a big deal.

However, one of the reporters said: "Captain Liu, I heard that your health supervision and inspection team has made outstanding achievements in cracking down on illegal health product advertisements. Our readers would like to know more about it. Can you introduce your work experience?"

"Outstanding achievements? Tell me about your work experience?" Captain Liu was startled. He suddenly realized that this seemed not to be a topic of finding fault, but a topic of performance!

If you talk about your work highlights in the newspaper, then you are not allowed to accept praise from your boss after you go back?

Although my job is just to do my job well, and there doesn’t seem to be any highlights, but if it really doesn’t work, I can make it up now!

Thinking of this, Captain Liu quickly adjusted his collar with his hands, then cleared his throat and smiled on his face.

Early in the morning a few days later, Mr. Wang was sitting at the dining table eating breakfast, in front of him was the newspaper delivered by the postman early in the morning.

Mr. Wang usually peels a hard-boiled egg while looking at the headlines in the newspaper.

After stuffing the egg into his mouth, Mr. Wang freed up his hands and turned a page of the newspaper.

The next second, he saw the name of his product appearing in the newspaper, and the content actually said that their product was investigated by the relevant departments for suspected false advertising!

The accompanying picture is the picture of Team Liu being interviewed.

Mr. Wang immediately thought of the reports from the "enthusiastic people", Team Liu's visit, and the sudden appearance of reporters.

"I've been tricked!" Mr. Wang yelled, and then the egg got stuck in his neck.

"Cough cough cough cough!" Mr. Wang quickly bent down and coughed, and the egg finally spurted out of his mouth and fell to the ground.

The heartless dog raised at home immediately rushed towards the eggs on the ground.

As far as dogs are concerned, everything that falls on the ground belongs to me!

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