The phenomenon of commercial bribery in the field of pharmaceutical purchasing and marketing has a long history. It is understood that the current pharmaceutical industry commercial bribery incidence rate has been ranked in the State Council formulated six key areas of governance in the second place, the eradication of pharmaceutical commercial bribery has been imminent. What is the harm of commercial bribery in the field of pharmaceutical purchasing and marketing? Why does it happen? How does it extend the chain of corruption? How to root out this stubborn disease that has not been cured for a long time? The series of reports starts with the logic of discovering the problem - analyzing the problem - solving the problem, and progresses step by step in 4 episodes to unfold in an all-round way.
(1) The main content of the series:
The first episode, "The Harm of the Persistent Disease," analyzes the dangers of commercial bribery in the field of medicine purchasing and marketing.
1. aggravates the status quo of difficult and expensive medical treatment; 2. threatens patients' health; 3. poisons the social air, destroys the image of the medicine approval department and the medical department, and harms the trust relationship between doctors and patients.
The second episode of "Where is the Root of the Disease" mainly analyzes the reasons why commercial bribery in the field of medicine purchase and marketing has remained unchecked for a long time.
1. Low-level duplication in the field of drug production and excessive approval of drugs and medical devices; 2. Lack of supervision of power; 3. Loss of control of greed of some approval officials and hospital personnel.
The third episode, "Chain of Corruption," focuses on revealing the means of transactions between unscrupulous manufacturers and irregular and illegal personnel in the drug and price approval departments and medical institutions.
The fourth episode, "The Way to Prevent and Control," focuses on measures to prevent and control commercial bribery in the field of medicine purchasing and marketing.
(2) The dissemination means of the series:
1. Case analysis, commenting from the description, interspersed with narrative and discussion. From the content of the four episodes and reporting techniques, a very important feature is that each episode of an expression of the center, each episode combined with a major case of the pharmaceutical industry to analyze. For example: the reporter exclusively interviewed with the "pharmaceutical commercial bribery," known as the first case of medical devices of the State Food and Drug Administration, Hao Heping, the former director of the bribery case, to the case as a "sparrow", trying to analyze the phenomenon of bribery in the pharmaceutical industry by dissecting individual Universal law.
2. Layers of bamboo shoots, step by step in-depth, matter of fact combination.
This communication technique is especially obvious in the third episode of "Chain of Corruption", in which the reporter analyzes the extension and composition of the chain of corruption through the case of Deng Longqi, director of Zigong Municipal People's Hospital in Sichuan Province. The first step of commercial bribery: to get through the registration link → step 2: "kill" into the hospital → step 3: get the order → step 4: once again dredge through the pharmacy, cash kickbacks, the patient to buy. 4 steps, the reporter of each step are used to review the case and specialists to reveal and comment on the way to complete, step by step, in-depth, and analyze, so that the audience get The audience will be satisfied with both factual and opinionated information.
Second, constructive supervision: the purpose and starting point of public opinion supervision
The so-called constructive supervision, that is, we should put the foothold of public opinion supervision on solving the problem, improving the work, and resolving the contradiction, so as to be good to the people, out of the heart, and to serve the overall situation. Ji Bingxuan, executive vice minister of the Central Propaganda Department, once summarized the practice of public opinion supervision in Focus Talk in this way: "Correct public opinion supervision makes the purpose of supervision clearer, that is, to adhere to the truth, out of the public heart, the heart of the overall situation, and beneficial to the work of the help, not to add to the chaos; to pay attention to the timing and form of supervision, and pay attention to the effect of supervision, and always adhere to the facts to speak, and the focus of the Party, hot spots of concern to the masses, and the various levels of the work of the Party, and the work of the people at all levels. The public's attention to the hot spots, the various departments at all levels to solve the difficulties and other issues on the selection of topics, do articles, to convince people with reason, grasp the moderation, and pay attention to the timing of the report and the fire ......"
Constructive supervision is the purpose of public opinion supervision and the point of departure. The constructive nature of the series of reports on "Eradicating the Tumor of Pharmaceutical Commercial Bribery" is mainly reflected in the following aspects.
(a) It has seized the commercial bribery in the field of medicine, which is the concern of the public, the government attaches great importance to, and a widespread problem as the focus, and the topic is in line with the three principles of topic selection advocated by the Focus Interview.
Whether from the focus of the Party and the government in recent years, or from the "Focus Interview" received letters from viewers, call statistics, or from the Chinese Academy of Social Sciences Sociology Research Institute of the results of the survey organized by the medical and anti-corruption issues has been one of the focus of the issue. In particular, the governance of commercial bribery special work, but also the focus of recent anti-corruption work. February 8, 2006, the General Office of the Central Government, the State Council General Office issued the "on the implementation of the governance of commercial bribery special work of the views", the governance of commercial bribery made the overall deployment of the six major areas of focus: the purchase of medical sales is one of the key points. According to the Deputy Prosecutor General of the Supreme People's Procuratorate, from the case situation, the incidence rate of commercial bribery in the pharmaceutical industry in the State Council identified several key areas of governance ranked second. It can be said that the pharmaceutical industry commercial bribery, both the government and the public, are **** the same focus of attention.
(2) This series of reports focus on resolving conflicts, not emotional, and does not "demonize" hospitals and medical workers, drug and medical device approval bodies and personnel.
After the SARS outbreak, the media's critical coverage of the medical field has gradually resumed, with some media even using headlines such as "From Angels to Demons" to comment on the image of healthcare organizations and medical personnel before and after the outbreak of SARS. Some media even used headlines like "From Angel to Devil" to comment on the change in the image of medical institutions and medical personnel before and after the SARS outbreak, attributing the malpractices in the medical sector simply to the decline of professional ethics, without at the same time probing into the causes from the systemic and regulatory perspectives and reflecting on the corrective measures taken by the medical institutions.
"Focus TV" has always adhered to the principle of objectivity and balance, reflecting an attitude of goodwill toward people -- a principle of mature and rational reporting. CCTV is the media, not a judge or a government functionary. The supervision of Focus TV is aimed at serving the general situation, improving work, promoting righteousness and combating crookedness, rather than driving others to their deaths. Therefore, its public opinion supervision is not to "make a fool of", but to promote the solution of the problem and the improvement of the system.
After the series was broadcast, the press office of the Ministry of Health and the State Food and Drug Administration called CCTV, saying that the series of reports on typical cases often use a single name to judge the medical workers and cadres of the drug regulatory system, and did not "demonize".
(3) The purpose of the series of reports is to promote the solution to the problem of commercial bribery in the pharmaceutical industry, and to find a way to alleviate the problem of "difficult and expensive access to medical care" for the public.
Each of the first three episodes of the program focuses on the corresponding countermeasures, and the last episode is devoted to the governance of the policy. For example, the first episode, "The Harm of Persistent Diseases," presents the harm of pharmaceutical commercial bribery through the patient Zhu Mei's experience and the results of a survey conducted by Xiaokang Magazine, and then briefly introduces a number of typical cases that have been investigated and dealt with recently, focusing on expressing the harm of bribery. The second episode, "Where is the Root of the Disease", dissects two typical cases that happened in different periods, and then focuses on the causes of commercial bribery, making it clear that the root of the disease lies in the "lack of supervision and constraints on power, and the combination of power and greed". The third episode dissects the bribery case of Deng Longqi, the director of Zigong Municipal People's Hospital in Sichuan Province, and exposes the extension and composition of the chain of corruption to the world. The fourth episode is about the solution to commercial bribery in the pharmaceutical industry.
This treatment makes the content progressive, which is both an objective report on the governance countermeasures (strict punishment according to the law, and changing the rules and regulations), and is also conducive to enhancing the confidence of the community in curbing commercial bribery in the medical field.
Promoting problem solving is the ultimate goal of monitoring. The authoritative textbook of the Missouri School of Journalism, "News Reporting and Writing," emphasizes that news organizations should not only take the responsibility of exposing social problems, but also take the initiative to take up the burden of swaying and influencing things to solve them.
Third, according to the law: the bottom line of public opinion monitoring
Supervision according to the law, refers to the supervision of the content of the legal, legal means, legal procedures, this is the Focus on the simple and accurate practice.
At present, the law directly defining the right of public opinion supervision has not yet appeared in China, let alone the provisions on the right of interview, in addition to the principle provisions of Article 41 of the Constitution, the National People's Congress and the government basically has no provisions on press supervision, especially no relevant prohibitive provisions, direct, obligatory norms and authorizing norms are also basically missing. There is a legal "vacuum". So 3 "legal", is the "focus on" 13 years of successful practice.
The governance of commercial bribery in the field of medicine is a policy and legal work, this group of reports in the function of public opinion monitoring strictly grasp the following policy boundaries and legal boundaries:
(a) the connotation of commercial bribery in medicine is strictly defined, the doctor to accept the patients "red packets" and other behaviors are excluded. The program was launched in the first half of 2009, the first time the program was launched in the second half of 2009.
The program firmly grasp the focus of governance, the scope of supervision in the following two areas:
1. In the drugs, medical equipment, medical supplies procurement activities and clinical diagnosis and treatment, acceptance of production, management enterprises and their distribution personnel in various names to give property or kickbacks.
2. In infrastructure projects, material procurement, hospital conversion, bidding and other activities, acceptance of property given in various names.
(2) The statement of illegal facts and the determination of illegal acts are legal and accurate. In June 29, 2006, before the promulgation of the Criminal Law Amendment (VI), the subject of the crime of passive bribery is limited to state officials, companies and enterprises, such as hospitals and other institutions of the person receiving bribes is often not recognized as a crime. Amendment (VI) to the Criminal Law, however, extends the subject of the crime of commercial bribery to staff of units other than companies and enterprises, further improving the legal provisions for punishing commercial bribery. The program strictly distinguishes the boundary between crimes and non-crimes, and the exposed behaviors are truly monitored within the scope of the law.
(3) The interviews of typical incidents and cases are conducted in strict accordance with relevant laws and regulations.
The vivid recording of typical examples, especially those that are happening, and the analysis of typical cases, especially those that have stirred up the whole country, are the important means by which the series of reports on "Eradicating the Tumor of Pharmaceutical Commercial Bribery" has been successful. The typical examples and cases presented in the series were obtained by means of public interviews by the reporters, and the exclusive interviews of typical cases also fulfilled strict legal formalities.
In the field of medicine purchasing and marketing, Hao Heping's bribery case was called "the first big case of commercial bribery" by the prosecutors. Hao Heping, the former director of the Medical Devices Division of the State Food and Drug Administration, was sentenced to 15 years in prison and confiscation of 200,000 yuan of personal property by the Beijing Municipal First Intermediate People's Court for accepting bribes and illegal possession of firearms. In order to get an exclusive interview with Hao Heping's case handlers and even Hao Heping himself, the editor and reporter of Focus Talk made a request in strict accordance with the legal procedures, and eventually obtained the approval of the prosecutor's office, the court, and the prison administration, and the consent of Hao Heping himself.
Currently, there is no clear law regulating public opinion monitoring in China, but in the judicial process, there are six principles that can be used as a criterion to grasp the boundaries between legal and illegal:
1. The purpose of the interview is to safeguard the interests of the social community rather than self-interest;
2. The content of the interview is true rather than false or out of context;
3. the place of the interview is a public **** place rather than a private place;
4. the subject of the interview is a public figure or a person in some public **** event rather than a specific individual;
5. the subject of the interview is passively not revealing his identity rather than actively disguising his identity during the interview;
6. the tools employed are legal rather than illegal.
The pre-interview of this series of reports strictly adhered to the 6 principles, and had to be abandoned in the course of the interviews due to the fact that in several other typical cases, the authorities or parties involved in the case did not agree to be interviewed.
In the "Focus on Interviews" to grasp and select the facts, there is a long-established provisions, the reporter to form a "chain of evidence": raise the issue - one party's account - other people's circumstantial evidence - the other party's interpretation of the physical evidence - the other party's interpretation of the case. Physical evidence - the other party's explanation - whether there is relevant evidence - based on the definition of the policy or ask the authority to make a judgment. We can see the trajectory that follows this standard in this series of reports.
Strictly following the law, not interfering with or obstructing the judiciary to act in accordance with the law, and not infringing on the lawful rights and interests of citizens, legal persons and other organizations must be the insurmountable boundaries of public opinion monitoring.
This is the basis of public opinion supervision, but also the bottom line of the behavior of journalists.
Four, scientific supervision: the method of public opinion supervision
Scientific supervision, the most important thing is to scientific attitude, with scientific methods, to achieve factual accuracy, objectivity and comprehensiveness.
In the face of the "flood of information", the audience's demand for facts is no longer satisfied with the accuracy of a single event, they also want to explore the deeper reasons behind a single event, a number of single events presented by the law, a specific event or a number of specific events and the relationship between the complex social phenomena. This calls for reporting and commenting without having to stick to the facts, one thing at a time.
The series of reports on pharmaceutical bribery focuses on the truth of individual cases, but also on the truth of the macroscopic and universal truth. It is based on serious investigation and research, in the Supreme People's Procuratorate, Tsinghua University, Nankai University and other authoritative institutions and authoritative experts to help some regularity, universal issues have been boldly analyzed, from point to point, from the small to the large, from the shallow to the deep, to avoid relying on the individual case may be the existence of a "generalization" of the shortcomings of the audience on the commercial bribery in the field of medicine purchase and marketing. The audience has gained a relatively dialectical and comprehensive understanding of the overall reality and individual reality of commercial bribery in the field of medicine purchasing and marketing. This is a scientific approach to monitoring.
The significance of scientific supervision lies in the scientific attitude, scientific method, and even more in the scientific effect. Focus TV has insisted on the "four ensures" (ensuring correct orientation; ensuring accurate facts; ensuring good relations with people; ensuring balance and moderation) and the four "favors" (programs should be conducive to the implementation of the Party's policies; conducive to promoting the central work of the Party and the government; conducive to promoting the central work of the Party and the government; conducive to promoting the central work of the Party and the government) for many years. The four "benefits" (the program should be conducive to the implementation of the Party's policies and guidelines; conducive to promoting the central work of the Party and the government; conducive to maintaining social stability; conducive to the reasonable solution of the problems reflected) better illustrate this point.
From "Rooting Out the Tumor of Pharmaceutical Commercial Bribery", we can see the guideline of public opinion supervision of "Focus Interview": constructive supervision is the purpose and attitude; supervision according to the law is the bottom line and the guarantee; scientific supervision is the method and the effect. The three are like three fulcrums, *** with the weight of holding up the brand-name column, withstand the test of time, withstand the test of the parties, withstand the test of strict judicial procedures, strictly speaking, is to withstand the test of history.