Reborn Industrial Tycoon

Chapter 575 Combination Boxing

“When purchasing an oxygen concentrator, be sure to choose a regular medical device!”

An elderly man wearing a white coat appeared on the TV screen. This man had silver hair, a ruddy complexion, and gold-rimmed glasses. He had a very deep voice. You could tell at a glance that he was 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. Because such actors are often very stylish and have good camera skills, 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 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 famous only within their own industry. How many people will know experts outside their own professional field?

Therefore, if you find actors with such good image and temperament and pretend to be experts, the advertising cost will be reduced a lot, and the effect will be very good. As long as you don’t name them in the advertisement and say that they are such-and-such experts in such-and-such fields, it is not considered false.

publicity.

I saw this "expert" speaking eloquently: "There are many types of oxygen concentrators 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 equipment, not medical equipment!"

On the TV screen, the four characters "medical equipment" appeared, and then a red cross was placed on these four characters.

The "expert" spoke again: "Health products cannot replace medicines, and health care devices cannot replace medical devices! If health care devices are used as medical devices, sometimes not only will they not be effective, but they will also have side effects, worsening the condition, and even

Life is in danger!

The various health care products sold on the market vary in quality and effectiveness. Some products are not only ineffective, but can actually harm your health! When purchasing, be sure to keep your eyes open and do not be deceived.

When purchasing a home oxygen concentrator, you must choose a formal medical device! The puppy portable oxygen concentrator is a formal 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 portable oxygen concentrator for puppies, and the promotional content was also based on the routines of selling health care products.

An old man felt dizzy and got better after taking oxygen; a middle-aged man who had been busy all day came home exhausted and felt energetic after taking oxygen; a pregnant woman always felt unwell, but gave birth to a healthy baby after taking oxygen.

Baby; a senior high school student studied until late at night every day and got admitted to college after taking oxygen!

In addition, the advertisement also secretly added some information.

After taking in the oxygen, the old man said to the camera: "When I bought an oxygen concentrator before, I was always worried that it would not work well and I didn't know whether the oxygen produced in it was real oxygen.

Now that I have used the puppy oxygen concentrator, I feel relieved that it is a legitimate medical device and its safety is definitely guaranteed! It will never be deceptive like inferior health care products."

The middle-aged man said to the camera: "I think the effect of medical equipment is definitely much better than health care equipment, so I chose the puppy oxygen concentrator because it is a formal medical equipment!"

The pregnant woman caressed her belly and said: "After I became pregnant, the doctor told me that breathing oxygen will help the growth of the fetus, but there are still quality problems with the health care products on the market today, and there are still many fake ones!

I'm 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 and does not have safety risks like other health products on the market. It is also more convenient for me to use.

rest assured!"

During the process of speaking out, several actors emphasized that the puppy oxygen concentrator is a legitimate medical device.

The scene turned, and the "expert" appeared again. This time he did not promote the effectiveness of the puppy oxygen concentrator, but began to introduce the advantages of the medical device, especially in terms of safety, and gave an emphatically 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 it also conforms to the routine of health product advertising.

Advertisements for health care products often start with a disease, emphasizing the dangers of a certain disease, and then begin to introduce how health care products can prevent and cure the disease.

It is introduced step by step from the shallower to the deeper, making consumers feel that if they don't use this kind of health care product, they will definitely get sick and die soon. Only by bluffing and frightening will consumers pay for it.

The advertisement for the puppy oxygen concentrator distinguishes health care equipment from medical equipment, and then starts with the introduction of the dangers of health care products, as if to say, yours is a health care product, not a formal medical product, so immediately

He's going to die.

In the final analysis, you have to scare consumers first, and then consumers will have a sense of urgency. Then, after a few "experiential testimonials" are given, things will naturally be sold.

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

Mainly because the reputation of health care products has become somewhat bad in the past two years.

After more than ten years of blindness and disorder in China's health care product industry, by the late 1990s, all kinds of problems were exposed, and news reports about unscrupulous health care products harming consumers also emerged one after another.

The various oral liquids that were popular in the past few years are no longer trusted by the public. Many health care product brands that were popular all over the country have also completely gone out of business.

In this context, the puppy oxygen concentrator hypes the difference between medical equipment and health care equipment, and the effect is immediate.

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 fool them, so they believe the propaganda in the advertisements.

…

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

A few years ago, Lao Zhao suffered a stroke. Fortunately, it was not serious and he was sent to the hospital in time, leaving no serious sequelae.

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

The main reason why he did not go out to practice Tai Chi but on his balcony was because Zhao was afraid of death.

If you have another stroke at home, your wife can call 120. But if you have a stroke outside, if there is no kind person, your life will be sealed.

The balcony was next to the living room, and the large color TV in the living room was playing TV programs. Old Zhao checked his body and could just see the TV screen.

At this time, a serious 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 and asked him to take oxygen every day for health care. Therefore, when an advertisement for an oxygen concentrator appeared on TV, Lao Zhao would also

Pay more attention.

Advertisements began to promote that only regular medical equipment was safe, and health care equipment, like other health care products in hospitals, was most likely a scam. Old Zhao, who was staring at the TV with all his attention, couldn't help but frown.

Lao Zhao was deceived by health care products. Back then, he drank a lot of so-called oral liquids. Those oral liquids were also purported to cure all diseases. In the end, Lao Zhao was still admitted to the hospital because of a stroke.

This shows that health care products are useless! From then on, Lao Zhao never believed in health care products anymore.

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

Upon closer inspection, it turns out that this oxygen concentrator has not received any serious medical attention.

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

People who have had a stroke will have some uncomfortable symptoms in their body. Coupled with the psychological implication that health care equipment is unsafe, Lao Zhao suddenly felt that he was about to have a stroke again.

"No, you can't use this oxygen concentrator anymore. Get rid of this oxygen concentrator, and then buy regular medical equipment, so that you can use it with peace of mind!"

…

The sales office of a certain brand of oxygen concentrator was overwhelmed with calls from dealers all over the country to return the product.

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

"Mr. Wang, we found out the reason!" A subordinate hurried over and continued: "The agent said that our portable oxygen inhaler is not a regular medical device. Firstly, it is not easy to sell, and secondly, it is afraid that there will be

It’s a safety hazard and there will be problems if we sell it. So they don’t dare to continue acting as an agent!”

"Safety hazard? What safety hazard could there be?" Mr. Wang snorted coldly.

The subordinate explained: "The agent said that people still trust professional medical devices more. Our oxygen concentrator does not have a medical device certificate, so it can only be regarded as a health care device. Health care devices are not as safe as medical devices."

"We don't have any certificates for medical devices, but weren't they sold well before?" Mr. Wang continued to ask.

"That's because other brands of oxygen concentrators did not have medical device certificates before, but it is different now. There is a newly launched portable oxygen concentrator for puppies. It is a formal medical device and they have a certificate!" the subordinate answered.

road.

Mr. Wang's expression changed slightly. After all, Puppy Dog is a well-known brand in the country, and their advertisements can often be seen on major TV stations. It is not a good thing to have such a strong opponent enter the game.

The subordinate continued: "The Puppy Oxygen Concentrator also played a new advertisement, saying that when buying an oxygen concentrator, you should buy regular medical equipment to ensure safety. Many health care products are of inferior quality.

The effect will be harmful to health!"

"Fart!" Mr. Wang snorted coldly: "No matter who produces the oxygen concentrator, it still has to rely on those two packages of sodium percarbonate and manganese dioxide? Regardless of whether it has the medical device certificate, as long as these

When two things are put into water, they can produce oxygen. What's the difference?

Why do you say that if he has a certificate, he is safe and guaranteed, but if I don’t have that certificate, I am an inferior product? When will chemical reactions need to be certified? Is it possible that if there is no certificate, no chemical reaction will occur! This counts

What a nonsense!"

This kind of chemical reaction oxygen generator relies on chemical preparations, not a plastic container holding 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.

Leave it to the chemical factory to 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, oxygen can be produced quickly.

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. Not only in China, but also in developed countries. In some Western developed countries, there are even more people who don't 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 and seriously will often make consumers feel more at ease.

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 put on the market quickly.

Mr. Wang immediately sent people to monitor various sales channels, including offline agents and TV direct sales agents. He wanted to know how the product sales were going after the new advertisement was broadcast.

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 did they get 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 exchanging pleasantries, 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 people? This guy is just looking for people 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 you say that we misled and deceived 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, and you have indeed violated the regulations. This is what we are here for!"

"Where did our advertising violate the rules?" 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.”

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

Captain Liu continued: "We are here not to punish you, but to ask you to make rectifications. Non-compliant 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 easily."

Captain Liu paused for a moment and then said, "But if you don't change your ways despite repeated admonitions, we won't 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 enthusiastic people 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 Team Liu and his team 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 rectification." 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?

Team Liu instinctively became nervous. From the bottom of his heart, he was a little repelled by reporters.

"Stop taking pictures, stop taking pictures 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 looking for trouble, so they push reporters away when they encounter them, and avoid them when they can. As a result, many small issues turn into big problems.

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?" Team 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 having breakfast, in front of him was the newspaper delivered by the postman early in the morning.

Mr. Wang usually peels a hard-boiled egg and looks 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 being investigated by the relevant departments for suspected false advertising!

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

Mr. Wang immediately thought of the reports from "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 the dog is concerned, everything that falls on the ground belongs to me!

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