[direct reporting network Beijing on April 16th news] (author: Luciano Hong Yang) recently, entrap elderly health care products marketing events frequently appear in newspapers. The marketing of health care products defraud the elderly property damage the health of the elderly, and even the elderly after being cheated on the road to ruin, has aroused widespread concern. How to regulate and effectively regulate the health care market, no longer allow the elderly to become a victim of fraud, has become an urgent problem to be solved.

The general price of several hundred dollars a box of health care products, health care products placed in shopping malls counters in May, for a long time to change the scene, No one shows any interest in; a change of name, by some of the so-called "health experts" and "Dr." toss, it may be sold to the elderly to several times or even dozens of times the original price. "Health card" "free card" "travel card", "brand" and "health care products pit old" brand marketing moves, and the mouths poke in the elderly cherish health, not willing to give the younger generation of psychological trouble. Especially when a card is the old man unable to resist sustain the blows "feelings" brand, almost become this blood sucking marketing means "nirvana". The old man is being meticulous, "standard", some health care products sales staff even kneel in public call the parents, there is no bottom line for money.

Do not like, look at health care products sales staff than their own "care" themselves, not for the health care function, may also be the "friendship" bill. Therefore, many elderly people in front of family marketing no resistance. "The family card" to create a "tender trap" so effective that some old people even later found fooled, often also knocked out teeth to swallow ", do not want to say with my family. Not to mention the report. Step back and say, even if the old man woke up, want to let fraud xianchuyuanxing, also may not be able to do business, well prepared, to avoid all kinds of legal risks in the sales process, make you feel helpless.

"Health care products pit old poke in the old people's physical and psychological pain, many long-term illness, spiritual emptiness," marketing "for the elderly sent a cure all" God medicine or medical equipment to meet the needs of the elderly, both a sense of trust, suddenly soared up, reason the eyes were blinded, is the result of blind impulse. For the elderly in the anti cheat weapon, everyone wants to talk about to give the elderly care, alleviate their desire for affection. This is a good, but easier said than done, with the arrival of the aging society, a family might have to support several elderly people, the younger generation is difficult to have sufficient time and effort to give the elderly meticulous care, especially in some children in different places, the loss of independence of the elderly. So, for this kind of market failure, regulators still need to reach out to the visible hand of regulation.

Take the "health old pit" throat, must raise the cost of illegal. Health care pit old frequently occur, and low cost, high profit status is not unrelated. From an economic point of view, a successful scam, the proceeds are often millions, tens of millions of dollars, even if being investigated, the fine may be only tens of thousands, hundreds of thousands of dollars, both disproportionately, deterrence is not enough. If, greatly improve the economic punishment, or support the victim's high claims, so that fraud unprofitable, the situation will be better. From the perspective of investigating the rate of view, due to the existence of such a scam with a certain degree of liquidity and concealment, found and dealt with is not easy, the investigation rate is low, but also to some extent to encourage some people's speculative psychology.

As with many areas of social management, the existing system of supervision and management for the marketing of health care products, involving multiple departments, industry and commerce, health, food and Drug Department and public security management practices, leading parties management responsibility is not clear enough, responsibility is not clear enough, combat is not accurate, occasionally appears unavoidably, the phenomenon of mutual constraints and mutually making excuses. A deeper level, the legal supply is not enough. Due to the existence of different legal knowledge of this type of behavior, around the investigation of health care pit old behavior, mostly to be fined and other administrative penalties, weak regulatory efforts. For pyramid selling or selling fake health care products, the huge amount of money to defraud the elderly, we should consider the use of punishment means to increase the intensity of punishment.