Preface
China Health Care Association once released a set of data: Among the sales of health care products in my country, the share purchased by the elderly over 50 years old accounts for more than 50%.
The elderly have worked hard for most of their lives and have a little savings in their hands. However, under the increased publicity of health product salesmen, their wallets have been emptied, but their health has not improved. By the time they realize that they have been deceived, it is too late. ....
There are regulations in the "National Food Safety Standard Health Food" officially implemented in 2015, which clearly stipulate the definition of health food. As the name suggests, it is a "food" that has health functions and can supplement minerals, etc. , can regulate human body functions, but cannot cure diseases, and will not cause any damage to the human body. In fact, in the final analysis, health products are just a kind of food, and eating them has neither merit nor fault.
However, according to some salesmen, the efficacy of these health products can even surpass the drugs that pharmaceutical companies have been researching for several years. They can completely "cure" the disease, so as to lure the elderly to buy them.
There are many sales channels for these "health products" with no obvious effects and even unclear ingredients. They are now sold on major e-commerce platforms and physical stores, but I think we can occasionally find them while watching TV series. If you have seen advertisements for health care products on the stage in some places, the names of Liu Hongbin and will definitely be very familiar to you.
"Miracle Doctor" Liu Hongbin
She made false and exaggerated propaganda in TV advertisements and used various identities to defraud consumers of 8 billion yuan. I wonder if you or your parents had a share in this?
Liu Hongbin's appearance is actually very deceptive. He has a kind face and kind eyes, and his appearance can make people feel at ease. But for such an old man, changed his identity nine times in three years. By exaggerating the efficacy of his "medicine", deceived consumers' trust and was called a "performing artist". It is extremely ironic.
We turn on the TV and when changing channels, we can see advertisements being played in some places in Taichung. They are said to be advertisements, but they are longer than ordinary advertisements, but they are essentially advertisements. These people call themselves "experts" on the screen. Each one has unique skills and reputations. Either they have been practicing medicine in their families for several generations, or they have a secret recipe in their family. Their medicines are passed down from generation to generation and they will not be disclosed easily.
But on TV, he said that he decided to go against the family's wishes and was willing to contribute the secret recipe. Their medicine could cure all diseases and had remarkable effects. In a short time, countless consumers would call the ordering number at the bottom of the screen. .
Among these experts, the most famous is Liu Hongbin, and the publicity stunt is that he is the first of the "Four Miracle Doctors".
What makes people feel even more ridiculous is that Liu Hongbin’s life experience and profession are far from medicine.
Before Liu Hongbin appeared in TV commercials, she was just an ordinary retired old lady. Her family and financial conditions were pretty good. After retirement, she had nothing to do, so she prepared to do something she liked, such as becoming an actress. Dream".
A director once commented on her acting skills: makes me cry. She is an old actress who acted in .
Liu Hongbin's physical appearance is actually very good. He is intellectual and kind. Because of his unique temperament when he was doing group performances, he was spotted by a pharmaceutical company and after some packaging, became a "famous doctor of the generation".
behaved calmly and calmly in front of the camera. After the advertisement was broadcast, it received a lot of praise, so the pharmaceutical company decided to upgrade and "package" it. Under the company's operation, Liu Hongbin is no longer an ordinary old man, but a "Heir of the Medical Family".
On the TV screen, Liu Hongbin has curly hair and wears glasses. He has the temperament of a scholar and expert. This image alone surpasses many people in the pharmaceutical industry. With the image of
in place, the next step is publicity. With the mediation of the pharmaceutical company, it has successfully entered the audience's attention.
In order to achieve the advertising effect , pharmaceutical companies hired special hosts and viewers to interact on TV. Of course, there were also patients with serious illnesses.
It was Liu Hongbin’s “performance time” next. As soon as the TV commercial started, a kind-hearted old man said : “After much thought, for the sake of people’s health, I decided to go against the wishes of my family ancestors and pass on the secret recipe passed down from generation to generation. Pass it on to the country." Liu Hongbin on the screen of
is very sincere. He sacrifices himself for the sake of justice, and even ignores the obstruction of his family, breaks through many obstacles, and wants to dedicate his family's secret recipe to everyone.
She mentioned in the program that her family has been practicing medicine for decades, specializing in diseases such as cough and asthma. Even patients with pulmonary fibrosis and those with serious lung diseases who are about to die soon can use her family's medicines, and it is not necessary. Injections and medicine are required, and the medicine only needs to be put on the patient's chest and back, and the disease will be eradicated.
Pharmaceutical Company also hired professional actors to conduct "experiments". There were patients suffering from cough and asthma at the advertisement site. The drugs were affixed to them in the program, and the effect was immediate. Scenarios like
and the host's encouragement added another level of trust to consumers, so people watching the advertisement picked up their phones one after another and dialed a series of numbers on the TV. The sales of
increased steadily with the broadcast of the program, and achieved great growth in just a few days. How could Liu Hongbin stop after enjoying the benefits of
? The high profits and the intellectual image on the show gave her great satisfaction, and she was no longer satisfied with the endorsement of this kind of medicine. The same is true for the
pharmaceutical sales company. Seeing such remarkable results, the company decided to start from more aspects and prepared different personalities for Liu Hongbin. However, these personalities all have the same characteristics, that is, "superb medical skills", " The effect is remarkable."
In the advertisement of Henan Satellite TV , Liu Hongbin is an Peking University expert , who specializes in diabetes . From an expert on cough and asthma to the current diabetes expert, this span can be said to be quite large.
In this advertising program, Liu Hongbin still relied on his own image and the cooperation of the audience to increase the sales of this drug.
arrived at Gansu Satellite TV , Liu Hongbin once again transformed into a traditional Chinese medicine health care expert , claiming to be a well-known senior nutritionist in China, promoting the efficacy of Tianshan Snow Lotus, saying that this "medicine" can cure all diseases, No matter what kind of disease you suffer from, as long as you have Tianshan Snow Lotus, you will be cured of the disease and no longer need to be troubled by the disease. After the
TV program was broadcast, the ordering phone continued to ring.
What is extremely puzzling is that within a short time, Liu Hongbin once again incarnated as a descendant of the Miao , claiming to have medicine at home, called "Miao medicine" , which has been passed down by ancestors for hundreds of years, and the curative effect is absolutely remarkable, plus With the support of the audience and the on-site experience, consumers in front of the TV were convinced of this and started to place orders one after another.
Such frequent identity changes make Liu Hongbin’s real name confusing. Sometimes it is “Liu Hongbin”, and sometimes it is “Liu Hongbin”, which is very confusing.
After promoting his identity as a descendant of the Miao ethnic group, he put on a suit again, became an "old dean" , and was also a dermatology professor . He has been in this industry for many years and has rich experience. has spent many years of research and development. A 7-day prescription for lightening was released, and it was said in the program that it "absolutely works."
Such routines are one after another. In a certain TV show, Liu Hongbin once again transformed into Mongolian doctor descendant . The clothes he wore were also very suitable for the occasion. He was wearing a Mongolian robe, which greatly increased his credibility.
In her words, "Mengyi Xinnao Fang" is a very low-key but highly effective drug on the market. This drug can cure all cardiovascular and cerebrovascular diseases, whether you have high blood pressure or high blood lipids. , one after another the medicine has cured the disease, and there will be no recurrence.
Liu Hongbin speaks pure Mandarin . She is eloquent and her lines are extremely sincere and touching. She made a lot of nonsense on the show, claiming that in Inner Mongolia, nine out of ten patients who have suffered from stroke or cerebral thrombosis have recovered. All of them took her "Mongolian medicine Xin Nao prescription".
Just like this, under the company's packaging and promotion, Liu Hongbin changed nine identities in just three years and appeared on at least eight TV programs. With the cooperation of her acting skills and the audience, the sales of the drug were very high. Excellent, it brought huge profits to the company and also brought considerable benefits to Liu Hongbin himself.
However, after this kind of false and exaggerated propaganda brought hope to consumers, it also brought them infinite despair. Many elderly people even believed in the program after watching it, and some even placed their hopes on curing their diseases. After taking the medicine on the show, I missed the best treatment time and lost my life.
’s identity was exposed
In 2017, a public account issued an article questioning Liu Hongbin’s identity for the first time. Immediately afterwards, the article was read more than 100,000 times. Then the article was publicly reprinted by People’s Daily official Weibo. Afterwards, after fermentation, The identity of the "head of the four great doctors" was finally revealed.
The media rushed to report and dug deeply, and finally reported the entire chain of interests behind Liu Hongbin. The "shady story" was shocking.
Liu Hongbin is only one link in the profit chain of advertising drugs. From the manufacturer to the sales company, and then to the TV station that advertises, there are scripts. This kind of advertising is from the audience to the host and Liu Hongbin. The "actors", planners and directors are real. Under their arrangement, the advertising content appears extremely convincing.
It is actually difficult to invite real medical professors or experts, let alone promote drugs on the show. Such real experts will not exhaust their statements for a little advertising fee, nor will they It is unconscionable to promote the medicines of this company, let alone false propaganda.
However, advertising requires experts to appear. Only what the "experts" say can convince consumers. Therefore, "Expert Liu Hongbin" appeared. Professionally packaged experts like them are usually extras, with acting foundation and Experience, being able to talk eloquently in front of the camera, not getting stage fright easily, being able to switch freely among multiple roles, it seems that he even has more "medical" experience than professional medical experts, enough to pass the fake as real.
Some "pseudo-experts" like Liu Hongbin mostly spend about 6,000 yuan per game on advertising. People like Liu Hongbin who are well-spoken and have a good image can spend between 20,000 and 30,000 yuan per game on advertising. This The salary level is much higher than when working as an extra.
Some advertising companies cooperated with the advertising departments of TV stations, and the TV station review was not strict at that time, so this type of advertisements could appear on local TV stations, and false and exaggerated propaganda would not be blocked.
A netizen once personally called to verify the authenticity. He claimed to be a person who consulted Mongolian medicine Xinnao Fang, and asked Teacher Liu Hongbin whether there were also Miao medicines for insomnia. The person who answered the phone claimed to be Liu Hongbin’s assistant. It can be said that he lied out of his mouth. At the netizen's repeated request, Liu Hongbin himself received a call. After hearing the netizen's explanation of his condition, he said that as long as he took their medicine, his illness would be cured.
netizen struck while the iron was hot and asked why Liu Hongbin was an expert or senior nutritionist from Peking University on other TV channels. Unexpectedly, this question was completely denied by Liu Hongbin, saying that her image was used privately in those advertisements, and she had no knowledge of it.
When talking about the doubts about his identity on the Internet, Liu Hongbin even became angry and said that it was not a matter that netizens should care about.
This incident quickly fermented. After the incident, the relevant TV stations were also reviewed and punished by the State Administration of Radio, Film and Television. Various drugs endorsed by Liu Hongbin were also reviewed by the Food and Drug Administration many times, and some drugs were even found to contain toxic substances. , such as Sudan red, etc. These harmful substances can damage the human liver and kidneys and cause adverse effects.
Unfortunately, the law does not clearly stipulate what punishment can be imposed on Liu Hongbin, and because Liu Hongbin is an "employee" hired by the company, any risks will be borne by the pharmaceutical company and has nothing to do with Liu Hongbin.
What is even more unacceptable is that these elderly people who were harmed by Liu Hongbin’s false propaganda not only lost money, but their health did not improve. They even had no place to complain. Those manufacturers often found some legally qualified pharmaceutical companies. "Backdoor" means that the medicines distributed to patients after receiving payment may cost only one percent of the sales price. Many patients who easily believe in advertisements have spent their life savings for their health.
Some people also developed diseases and even nearly died after taking these "magic medicines".
Some elderly people have lost their way, and after refusing to accept the "goods", they are even called and insulted by the sales staff of the pharmaceutical company, and even harassed in turn, which makes these elderly people miserable.
After the Liu Hongbin incident attracted widespread public attention, the State Administration of Radio, Film and Television issued a rule that all guests appearing on medical advertising programs must have real qualifications and have real professional titles.
Nowadays, we rarely see similar advertisements on TV. Thanks to the development of the Internet era, the true identities of these experts can now be easily found, and once they are faked, they will quickly spread across the Internet, and these programs have also converged. A lot.
In fact, if we want to eliminate these health care products, we must vigorously popularize the health care awareness of the elderly and prevent them from getting stuck in them and making some incomprehensible behaviors.
