推銷醫療服務內容所進行的廣告行為，是目前醫療界所積極參與之部分，醫療院所不再是像以往只等待病患有疾病時才上門求診，隨著醫療市場競爭的白熱化，病患就醫型態的改變，大眾傳播媒體的便利化，透過一些行銷管道來提供病患有關醫療院所經營理念、服務項目及醫療特色等之媒介，醫療廣告占有重要之一席之地。然而，若一昧地追求行銷與獲利，往往會忽視醫療法規之限制，醫療廣告因涉及民眾健康問題，因此受到嚴格之限制，一不小心就有觸法之問題。因此，醫療廣告之風險所在，也就是醫療廣告的界限所在，從而如何畫出那條界限以避免風險，即為本論文之探究目的所在。 At present,advertisement is proactively participated by the medical society. The medical institution is no more like what was in the past, waiting the patients with illness to come. Due to the fact that the there are fierce marketing competition in the medical market, the change of the reason for patients' coming to hospital and the convenience of the public media, is through marketing to provide patients with information of the business philosophy of medical institutions, service items, as well as the medical specialty, etc.. The advertisement of medical marketing takes an essential role.However, the pursuit of marketing and profits will often result in negligence of the restrictions of medical regulations. The medical advertisement involves the problem of public health; therefore, it is strictly restricted to avoid the violation of law due to carelessness. Hence, the risk of medical marketing advertisement is the demarcation line of medical marketing advertisement; defining the demarcation line is to avoid risk, and how to define it, is the main purpose of the thesis.
